Fridge, facial steamer, appliances for Wellness

Written by: Rebecca Milner on September 12, 2008 at 6:20 pm | In DIGITAL LIFE, LIFESTYLE / FASHION | 4 Comments

More and more premium, multi-function appliances are hitting the market, including this latest super-fridge from Hitachi. The “Lively Nutrient Vacuum Chilled V” series contains a device that emits anti-oxidants and vitamins to keep food fresher and more nutrient-rich.

For example, the press release claims that the vitamin C content in spinach shows a significant 86% higher retention rate in the Lively Nutrient fridge, when compared to unspecified models already on the market.

A newly developed vacuum insulation systems further reduces energy consumption. Meanwhile break-resistant glass replaces the typically plastic doors and shelving to remind consumers that this is one high-class appliance. With a September 24 release date, the price is still unspecified.

Also new on the market is the Nano Care EH-SA 40, a home facial steamer from National’s Wellness Marketing division. The Nano Care emits a wet ion-charged steam designed to penetrate the outer layers of the epidermis to keep skin moist and supple. Intended for night use, the Nano Care also promises shinier hair upon waking. The November 1 release date (price estimate ¥25,000) is a reminder of the dry winter months ahead.

So what are we to make of this wave of appliances designed not just to make life more convenient, but to actually make us healthier and more attractive? With the decades-old striving for a color TV and an air conditioner as proof of having achieved a modern, comfortable lifestyle now thoroughly outdated, wellness is taking center stage. This concept takes the form of appliances that suggest piece of mind, anti-aging, and a “return to nature” environment, through “cleaner” air and food.

Tags: appliances, Hitachi, Home, National, nutrition, Wellness
Category: DIGITAL LIFE, LIFESTYLE / FASHION
Other categories: MARKETING IDEAS, PRODUCT INNOVATIONS

Kosaku Shima sponsorships, supplements for salarymen

Written by: Rebecca Milner on June 29, 2008 at 11:13 am | In MARKETING IDEAS | 3 Comments

Kosaku Shima is the new face for Suntory’s The Premium Malt’s beer. The attractive, ever-youthful Mr. Shima is not a movie star, rather he is the protagonist from the immensely popular manga “Shima Kosaku.”

Often considered the “businessman’s bible,” the manga series by Kenshi Hirokane has followed the trials of the charmed Shima from the bubble-era through the recession and into the present day. Since debuting in 1983, the hero has made his way up the ladder in the fictional Hatsushiba Electric Company, always managing somehow to come out on top of every situation.

While the story is obviously an idealized portrayal of Japanese corporate life, the details are based in real life, which accounts for a lot of the manga’s popularity. It is no surprise then that Shima would drink Premium Malts, the beer of choice served at most high class night spots.

Lest you question Shima’s cultural importance, it should be noted that when he was finally named president of the company earlier this spring, Japan’s largest newspaper, the Yomiuri, ran an article on the subject as if it were a real news story.

Meanwhile, Takara Tomy Wellness has announced plans for what might be the most clever niche supplement yet: Shima Kosaku-themed supplements intended for the ubiquitous salaryman.

Available in three varieties, designed for specific situations (receiving and entertaining clients, business negotiations, and extreme pressure) the campaign hints not so subtly that these supplements will bring out the inner Shima in the ordinary businessman. Each packet also contains one of 30 “business cards” with a printed QR code leading to additional mobile web contents.

The Shima Kosaku supplement series, available from June 23, is the first product to be released by Takara Tomy Wellness, a supplement and nutrition product subsidiary of the toy maker giant formed in December of 2007.

Tags: beer, manga, nutrition, QR Codes, Shima Kosaku, Suntory, supplements, Takara Tomy
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS