In the Hot Seat With Corrie Murphy, VP Consumer Marketing and Beauty, Panasonic USA

When I think Panasonic, I think TVs. But for the past few years, the electronics brand has made a play for dominance in the beauty market with styling appliances, such as a heated eyelash curler. To get the rub on the brand’s forays into beauty, I invited Corrie Murphy, VP of Consumer Marketing and Beauty, to sit in the hot seat and talk to us about the tools and how Panasonic has become a brand associated with beauty, as well as those small electronics.

Who knew Panasonic was so glam?!

BN: Can you enlighten our readers about what Panasonic is currently doing in the beauty + beauty appliance market?
Panasonic has a heritage in Japanese beauty tools and over the last several years has been bringing more to the U.S. market, including innovative hair care tools featuring Nanoe™ technology — the nanoe ion is similar to a negative ion, but holds 1,000 times more moisture than a negative ion, which helps minimize frizz, enhance shine and reduce damage and breakage from brushing.

Panasonic also offers skincare tools like the Nano Facial Steamer, a compact micro steam device that brings the spa skin care experience home. Multi-function tools like our Cleansing Brush and Epilator System – for effective hair removal that lasts as long as waxing and an exfoliating cleansing brush head for healthy, glowing skin. Our line of heated eyelash curlers makes at home beauty and skin care easy and effective.

BN: What are the new offerings in 2015?
In 2015, we plan to expand our Shaver and Epilator line up by offering three multipurpose new models at various price points, each including not only epilation attachments, but shaver attachments and bikini trimming tools. Multi-functionality gives women more for less and gives women options depending on the season or their interests.

We also have some exciting new at home skincare tools scheduled to launch in the next year that I’m very excited about. Not info I can share just yet, though!

BN: What is your favorite product of all time + why?
CM: IT Cosmetics under-eye concealer. As we age, our skin changes and our makeup coverage needs change. This concealer is rich and creamy, but once applied, it gives me natural looking coverage that makes me look awake. Sometimes, with the right mascara, it’s all I wear.

BN: Do you have a favorite luxe product? Favorite bargain product?
CM: I love trying new luxury products, so I can’t pick a favorite. My favorite bargain product is Burt’s Bees Lip Balm -plain and tinted shimmer.

BN: When I think Panasonic, I usually think bigger appliances like TVs. Why did the company choose to expand into the beauty appliance market?
CM: Panasonic is known for its TVs, no doubt. In the last two years, the company has made a shift to invest in emerging categories important to the U.S. consumer, like Beauty, Home Monitoring/Connected Home and Adventure; we have an amazing POV action camera! The goal is to move from a consumer electronics company to a consumer company. We see a lot of opportunity to broaden our base of products in the U.S. market.

BN: Okay, so I have the heated eyelash curler and no matter what brand I use, I never can… get it 100 percent right. Do you have any tips on HOW to effectively use this product? I WANT IT TO WORK FOR ME!!
CM: The best thing about our Heated Eyelash Curler is that it doesn’t pinch or crimp and still can give you a soft curl. The trick with ours is to wait until the heat indicator goes from purple to pink; that way you know it’s heated up. Then, as you’re rotating the comb, you should brush your lashes from the base to the tip. And then apply your mascara.

BN: What’s the one beauty product ALWAYS in your bag + why?
CM: Burt’s Bees Lip Shimmer and Proactiv Oil Blotting Sheets – both provide instant results!

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