Panasonic Corp. and Toshiba Home Appliances Corp., both of which have introduced portable devices targeting working women in their 20s and 30s, say the market is booming.
Panasonic's Pocket Doltz, a portable electric toothbrush priced at around 4,000 yen ($43), has proved a hit. The company has shipped 170,000 units since its release in March, more than one-third of its annual sales target of 500,000. Most of the customers have been women.
The company developed the product after a survey found that about 70 percent of working women brushed their teeth outside of the home. Many of them brushed after lunch. Another Panasonic appliance targeted at young working women is the Neck Refre, a portable low-frequency massage machine with a price tag of around 7,000 yen.
The battery-operated product, launched in March, resembles a headset but is worn around the neck. At 12.4 centimeters by 10.8 cm, "it is so compact that people would not notice a woman with long hair wearing it," a representative of the company said. It is exceeding the firm's sales target of 4,000 a month.