Panasonic has introduced a new men’s shaver line-up with a world-first palm-sized handleless design set to revolutionise the category in both the premium and entry end of the market.

Appliance Retailer spoke to Panasonic director of consumer group, Richard Tassone and product manager for personal care, Chasnyn Ousmand about the new shaver range and how the company is doubling down on its investment in the men’s shaving category.

The PV Series and CM Series shavers represent a new era and generation of shavers for Panasonic, according to Tassone.

“These shavers use the same mechanics and blades as our current models, but we have been able to reduce the electronics and put the battery into the shaver head to achieve a more compact design with no compromise on performance,” he said.

“The PV Series is positioned in the premium end of the category at RRP $799 for the NAGORI White finish and $699 for the Matte Black finish. The new and unique NAGORI White finish, produced from ocean minerals, achieves a one-of-a-kind pattern for each shaver, while using less plastic for a more sustainable proposition.

“This series is designed for consumers seeking a lifestyle proposition with a premium design and package. While these shavers make a fashion statement, they are extremely functional and user friendly.

“While customers are more price sensitive in the current trading environment, we find that if you launch a new product, effectively communicate its features and benefits, and demonstrate its value, customers are more willing to invest and spend up.”

Alongside the team at the company’s Japanese headquarters, Panasonic Australia spent a lot of time on the launch of these new shavers, carrying out extensive market research to discover the target audience and understand the product’s suitability for the local market. 

Ousmand shared some insights uncovered in the market research: “In our research for the PV Series, we surveyed consumers in the premium end of the market who were already familiar with electric shaving and the benefits of five-blade technology.

“Portability for on-the-go use and maneuverability for a close shave were key factors in the purchase of a new shaver, but the research also showed strong demand for ‘something more exciting’ to what is traditionally a mundane routine – and this is exactly what the PB Series offers.

“In our research for the CM Series, this shaver was very appealing for those looking for the next modern tech gadget, especially with its intuitive slide switch for operation and compact design for on-the-go use, as well as offering enhanced performance compared with other travel shavers available on the market.

“Through this research, we also tested price points among those surveyed. For consumers in the premium end of the market, they were willing to pay the price because they would already be buying a similar product in the traditional handheld shaver category but receiving the added benefit of greater portability,” Ousmand said.

Given the uniqueness of the new shaver line-up – with no other product like it on the market –Panasonic is committed to extending its leadership in the premium shaver space.

“For the PV Series, we have chosen Shaver Shop as our exclusive launch partner. This helps us better concentrate and direct our key messages, as well as drive product awareness, in a very targeted way.”

By comparison, the more affordable CM Series for RRP $299 is available through a range of electrical retailers including JB Hi-Fi and Harvey Norman. “The CM Series is a unique three-blade shaver that uses the same motor and replaceable heads as our existing LT Series electric shavers.”

To support the launch of these new shavers, Panasonic is investing in store displays and execution plus product demonstrations, supported by a significant two-month digital awareness campaign, involving brand ambassadors and influencers for content delivery.

In the last 12 months, Panasonic has restructured its personal care business to create five key divisions – men’s body and beard trimmers, men’s shavers, oral care, hair care and female grooming – recognising that each area has a unique customer base and go-to-market strategy.

“Panasonic has experienced pleasing growth in the personal care category over the last few years and we will continue to invest, bring out new products and build out our brand in this space,” Tassone said.