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From Merely Straightening to "Caring": The Evolution of Panasonic's "Straight Iron nanocare EH-HN50"
The straight iron segment has rapidly increased its market share in the hair iron industry in recent years.
"According to our data, about 60% of the demand for hair irons is now for straight irons. There's been a notable rise in high-function, high-end models, and consumers are increasingly seeking those products," explains Megumi Tsuji of Panasonic.
Responding to this surge in demand, Panasonic introduced the Straight Iron nanocare EH-HN50.
Despite its premium price tag exceeding 30,000 yen, the product has already garnered a lot of attention. We spoke to Megumi Tsuji and Runa Takahashi from Panasonic to find out what makes it so appealing.
PROFILE
Megumi Tsuji
Panasonic Corporation, Beauty & Personal Care Division, Beauty Brand Management Department, Hair Care Product Planning Section
PROFILE
Runa Takahashi
Panasonic Corporation, Beauty & Personal Care Division, Beauty Brand Management Department, Beauty Domestic Marketing Section
A New Era: Straight Irons for Hair Care
Why are straight irons in such high demand right now?
TsujiOne key reason is the current hairstyle trends.
While straight hair itself is definitely popular, people have come to realize that modern, nuanced styles—where hair is not tightly curled but given a gentle wave—are actually easier to achieve with straight irons.
What do you think consumers are looking for in these high-end straight irons?
TsujiThere are two main aspects. First is the ability to tame frizzy or wavy hair for smooth, beautiful styling. The desire to achieve shiny, gorgeous hair has become stronger in recent years.
The second point is the concern about hair damage. Since hair styling is a near-daily routine, many people are concerned about the harm caused by heat.
This is why the demand has grown for straight irons that not only style but also protect hair at the same time.
Revitalizing Hair from Within: The Power of "High-penetration nanoe"
It’s true—straight irons do have a reputation for damaging hair, don’t they?
TakahashiWith straight irons, the high-temperature plates are in direct contact with your hair, so there is a risk of moisture loss, stiffness, or cuticle ends opening, leading to dryness.
That’s why with the "Straight Iron nanocare EH-HN50," we’ve evolved three key features, so it not only protects hair, but can also leave even already damaged hair smooth and shiny.
The first is the integration of High-penetration Nanoe.
Nanoe are ultra-fine ions generated from water, rich in moisture content. The High-Penetration Nanoe system delivers 18 times more moisture than previous Nanoe technology.
This High-penetration Nanoe, along with minerals[1] and negative ions, infuses moisture through the gaps of the opened cuticles, helping the cuticles adhere, and both restores and protects hair from within.
Split ends and breakage are often due to weakened hair and damaged cuticles, but by delivering moisture deep into the hair, these can be significantly reduced.
Our in-house monitoring tests actually confirmed that, compared to models without features like High-penetration Nanoe, shine improved by approximately 1.2 times and the incidence of split ends and breakage decreased.
The second key feature is the heater. Traditionally, straight irons lose heat rapidly immediately after clamping down on hair—a common problem with this type of tool. Many people have probably experienced the frustration of waiting for the plates to reheat.
We've equipped "Straight Iron nanocare EH-HN50" with a sensing technology that detects heat drops and helps the plates return quickly to the set temperature.
Finally, design refinements were made. In previous models, Nanoe was generated as close to the hair as possible, maximizing its moisturizing effect.
But because the amount of High-penetration Nanoe produced in this device is so much greater, we strategically moved the outlet to the exterior, so a fan can distribute the ions across a wider area of the hair.
Tackling Various Hair Concerns: The "Straight Iron nanocare EH-HN50"
Were there any significant challenges during the product’s development?
TsujiThis was our first attempt at equipping a compact straight iron with a high-output, High-penetration Nanoe generator, so we faced challenges in downsizing the Nanoe device while also delivering a user-friendly shape and weight with advanced features.
The product is slightly larger than previous models, but by adding details such as a thumb indentation, we paid close attention to ease of holding and grip comfort.
Who would you recommend the EH-HN50 to?
TsujiOf course, I highly recommend it for people experiencing problems with frizzy or wavy hair, or those who want smooth, glossy straight hair, but even those who struggle with damage from chemical hair straightening or daily hair iron use can experience the silky shine this product delivers.
It's also perfect for those wanting to create soft, loosely curled nuanced hairstyles.
It's great that it's not just for straight hair but also works for nuanced styles.
TakahashiThe key here lies in the plate section. Previously, we used plates designed primarily to reduce friction damage with a smooth finish. However, for the EH-HN50, the material has evolved to make it easier to hold hair securely while still minimizing friction.
This means that hair doesn\'t slip away, making it easier to create waves, and when straightening, you can glide slowly, efficiently achieving straight hair with fewer passes.
The Most Effective Way to Use a Straight Iron
Are there any tricks to using a straight iron?
TakahashiIf you have long hair, sectioning your hair beforehand will help you achieve a nice, smooth straight finish.
Take a section about 5cm in width and, for long hair, glide the iron slowly for 7–8 seconds, or for medium-length hair, about 4–5 seconds from the top down.
A lot of people tend to use their iron quickly and repeatedly, but gliding it slowly is actually less damaging due to less heat and friction, and it's ultimately faster in finishing.
For temperature settings, if you're concerned about damage or use a hair iron every day, it's better to set it below 170°C.
On the other hand, if your hair is very unruly or you want your straight style to last longer, you can use a higher heat, tailoring it to suit your hair status.
By the way, do any other hair items use the High-penetration Nanoe that's essential for shiny hair?
TsujiThe dryers "EH-NA0J" and "EH-NA0G," as well as the curling dryer that allows you to attach multiple brushes, "EH-KN0J," all come equipped with High-penetration Nanoe technology.
Additionally, in the dryer lineup, there is the top-tier "nanocare ULTIMATE" product.
There are two models available, both featuring the "High-penetration nanoe (2nd generation)," which generates up to ten times more moisture than High-penetration Nanoe, achieving the most significant hydration in Nanocare history.
TakahashiI think you'll immediately notice the difference in your hair's texture after using High-penetration Nanoe. I hope you'll make it part of your everyday routine to help minimize damage and enjoy beautiful hair.
We're now in an era where you can style your hair while also caring for it with a hair iron. Not just for those with unruly hair—if you're troubled by damage, I encourage you to try these next-generation hair irons.
Note:
[1] Mineral here refers to zinc particles generated from a discharge unit containing a zinc electrode.
Text by Junko Hayashida
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