2025.05.16

From Merely Straightening to "Caring": The Evolution of Panasonic's "Straight Iron nanocare EH-HN50"

#Panasonic

#BeautyTech

#Beauty Devices

#Straight Iron

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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.