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Thursday, May 16, 2013

The Panasonic sex appeal challenge

脱いでも男前か


Panasonic is one of Japan’s biggest electronics manufacturers, especially with its buyout and absorption of Sanyo four years ago (Sanyo having been founded by the brother-in-law of the founder of Panasonic just after the war.)

Panasonic, like many other Japanese industrial giants, has been restructuring furiously to keep its head above water, and recently launched an aggressive new “Panasonic Beauty” campaign, for men and for women.

Panasonic Beauty for Men is the more conspicuous of the two campaigns at the moment, and features a striking young Japanese man with his shirt off, his jeans riding way low, and the provocative question “Still looking sexy if you take it all off?” (“Nuide mo otokomae ka”). The sub-slogan is “Full body bath time grooming.”

The Panasonic Beauty for Men line comprises home appliances focused on “hair, face and body,” i.e., electric razors, clippers, shavers, hair dryers, etc.

The above photograph was taken at a railway station in Tokyo this week, offset by a fully clothed considerably older man who, although he removed his jacket, seemed reluctant to fully rise to the challenge.

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