Decked Out with the Latest Technology! The Power of Panasonic's Beauty Device "Vitalift RF EX"

With the increase of staying at home due to the pandemic, the "home beauty" market has become vibrant, and products are becoming hits even in high price ranges if their effectiveness is felt. The momentum of beauty appliances shows no signs of slowing down.

Among these, Panasonic's beauty device "Vitalift RF EX," which was released at a retail price of just under 80,000 yen, has garnered substantial support despite its high price range.

Therefore, I spoke with Yusuke Morita, who is in charge of product planning for Panasonic Beauty, about the latest developments in beauty devices and the technology equipped in the Vitalift RF EX.

Beauty Devices Evolve Beyond What Cosmetics Can Achieve

You have released a new beauty device, but when did Panasonic start developing these products?

I believe you are aware that Panasonic's founder was Konosuke Matsushita, and many of the products developed by him were from a women's perspective. The prototype of the "mama-chari" was developed by our company and was even part of bridal trousseaux back in the day.

The first home appliance focused on beauty behaviors was launched in 1962. Although labeled as a beauty appliance, it automated the action of applying foundation by women, differing somewhat from today's beauty devices.

Then, in 1970, the first-generation facial steamer was released, which is still available for purchase today. After going through various developments, the Panasonic Beauty brand was established in 2008.

How has the beauty device evolved over time?

In the past, beauty devices mainly supported cosmetics, exemplified by ion beauty devices. Recently, I feel there has been a shift towards addressing aging care aspects that cosmetics could not cover, utilizing the power of electricity.

As a result, the main technologies in current beauty devices are "EMS" (Electrical Muscle Stimulation) that provides electrical stimulation to muscles and "RF" (Radio Frequency). According to our research, around 70% of the beauty device market is occupied by lift care beauty devices[1].

Is there a background to the increasing demand for lift care?

I believe the pandemic played a significant role. Many have struggled with skin issues due to wearing masks and not having to meet others, which left them with a neutral expression for long periods.

Particularly, I feel the term "facial muscles" would not have gained such popularity without the pandemic, and I predict that the trend of facial muscle training will continue.

What Are the Functions of the Trending EMS & RF?

You mentioned EMS and RF are trending, but what exactly are they?

EMS efficiently trains facial muscles. On the other hand, RF conveys a warming sensation. Many people think of EMS and RF as completely different technologies, but actually, they exist on the same continuum in concept.

For example, our Dual Dynamic EMS uses two frequencies of 5Hz and 25Hz, while RF operates at 4MHz (4 million Hz), hence its significantly larger unit.

What is the history of the Vitalift series?

The first model, launched in July 2022, was "Vitalift Kassa." Originally, our company had a warming kassa beauty device, and we thought it would be great to combine it with EMS, which offers muscle training functionality, to create a quality lift care beauty device.

Simultaneously, we also initiated the concept for developing a handy beauty device. Until then, our beauty devices combined ultrasonic and RF technologies, but we believed that a device combining EMS and RF would provide a more comfortable user experience while enabling facial muscle training, leading to the launch of "Vitalift RF" six months after the release of "Vitalift Kassa."

Subsequently, the brush-type beauty device "Vitalift Brush" was introduced, making the latest "Vitalift RF EX" the fourth model in the Vitalift series.

How has the latest model evolved?

There are three points of evolution with the device and one with other aspects. The first is the Dual Dynamic EMS EX. The feeling of stimulation and the perception of muscle toning have improved. The second point is the frequency of RF has been upgraded from 3MHz to 4MHz. The third is the ion extraction function, which removes dirt by penetrating the stratum corneum using the power of ions—this is the first time it has been incorporated into the Vitalift series.

As for the other point of evolution, the launch of the app is significant. Currently, only "Vitalift RF" and "Vitalift RF EX" are targeted models, but by taking a photo of your face with your iPhone, AI analyzes your skin, scoring it and recommending the best mode.

Moreover, when we surveyed users of our beauty devices who said they felt "no effect" and those who said they felt "an effect," we discovered that many who felt no effect were using the device incorrectly. Therefore, the app also provides guidance on the correct use of the beauty device.

A Unique EMS Pattern that Completes Its Frequency Cycle in One Second

What is Dual Dynamic EMS?

EMS has various electrical characteristics such as waveform, frequency, and voltage values. For instance, to put it in terms of frequency that you often hear, a low frequency causes muscles to contract and relax repeatedly, while a high frequency leads to longer contraction states. Various manufacturers, including ours, have developed original patterns based on extensive considerations and have given them specific names.

We combine two frequencies: 5Hz and 25Hz, which is why we named it "Dual Dynamic EMS." In the newly launched "Vitalift RF EX," we have increased the contraction time at the 5Hz part to enhance the feeling of muscle toning compared to previous models.

Another feature of our EMS is that the rhythm is completed in one second. We considered varying the frequency during one stroke while gliding the device over the face, but we opted for a repeated short rhythm to avoid unevenness that could arise from the point of application, technique, or duration.

What characteristics does the head shape have?

Of the four electrodes, EMS acts through the top and bottom, while RF operates between the four electrodes.

For EMS, a shorter distance between electrodes increases pain, while a wider distance eases it. Conversely, the RF warms up faster with a shorter distance but heats more slowly when the distance widens. Consequently, this spacing has been determined to be the optimal solution while pursuing a balance between effectiveness on the skin and pain mitigation. Furthermore, the device is designed to be moved in an upward direction, and we have received customer feedback stating that the "stepped parts catch the skin" effectively, making it easier to lift the skin.

How do you envision the evolution of beauty devices in the future?

Until around the 2010s, beauty devices evolved under the perspective of commercializing techniques from beauty clinics.

In the future, however, the development of devices based on user insights will become crucial. Similar to cosmetics, even niche needs that may appear unique will see an increase in features that provide a level of care unattainable through cosmetics alone, satisfying specific user desires. Our goal is to create products so well-regarded that when people think of lift care, they think of Vitalift.

The beauty device industry is continuously evolving with the rise in popularity and the emergence of new technologies. We encourage you to experience the power of the latest technology on your own skin.