Demand is growing for portable gadgets such as electric toothbrushes and massagers designed for people on the move. In Japanese, these are called “soto-den,” or “outside electronics” to distinguish them from conventional appliances for use in the home. The target audience is working women in their twenties and thirties—women who need to stay on top of a demanding schedule but still want to make sure they look their best. A fresh feminine perspective is carving out a new niche in a market previously dominated by a male point of view.

The Electric Toothbrush That Looks Like MascaraIn March this year Panasonic released the Pocket Doltz portable electric toothbrush, aiming to ship some 300,000 units in the first year. In fact, sales outstripped this figure within just ten weeks, with women in their twenties and thirties driving a surge in demand that has seen the toothbrushes selling out in many stores across the country.

Many young Japanese women are in the habit of brushing their teeth after lunch at work or when they are out and about on the town, and keeping a toothbrush at work is commonplace. Until now, however, concerns about bulk and noise have made electric toothbrushes unsuitable for use outside the home.

The Pocket Doltz solves these problems. At just 16cm in size, it is neat and compact—about the size of a mascara, allowing it to be slipped easily into a makeup bag. Its weight is just a third of conventional electric toothbrushes, making it light enough to be toted by busy women on the go. It operates on a single AAA alkaline battery and because of its minute vibrations there is very little of the buzzing noise typical of most electric toothbrushes.

Perhaps the most noteworthy aspect of the new brushes, however, is their stylish design. The toothbrushes could easily be mistaken for cosmetics. The fashionable brushes are available in five different colors. For growing numbers of young women, polishing with these trendy new electric toothbrushes is becoming as essential a part of their after-lunch routine as retouching their makeup.

Freshening Up on the MoveAnother popular item is Panasonic’s range of mini massagers known as Reggu Rifure (Leg Refresh), popular with women in their late twenties and early thirties. This is another hit by Panasonic, which has put a lot of effort into portable products for young women recently. The Reggu Rifure is a low-frequency massager designed for use on the legs, using an airbag to apply pressure to the calf muscles, providing a boost to tired limbs and improving the circulation. The airbag is divided into two layers and comes with five different pressure settings to stimulate the calf muscles. The massager also comes with detachable foot pads, allowing it to be used to ease tension and tiredness in the soles. The operating noise is much lower than in previous models, and the stylish design makes the device look more like a legwarmer than a conventional health appliance.

Also worthy of mention is the Face and Body Care Series from Toshiba Home Appliances. There are three devices in the series: “Eyelashes Curler,” “Nail Care,” and “Hair Shaver.” The convenience of these portable, battery-operated appliances has made them very popular with women office workers. The simple idea of restricting each device to a single specialized function has caught on with users and is driving sales.

Another item popular with teenagers as well as working women is the Kalu Kote Plus portable hair iron, produced by Kalu, Co., Ltd. Just 19cm long and weighing just 90 grams, it is small and light enough to fit comfortably in a handbag. In spite of its small size, the iron offers a maximum temperature of 150 degrees centigrade, allowing women to curl or straighten their hair on the go. The iron is operated by rechargeable batteries, another convenience when traveling. It comes in a range of four different colors, making it fashionable as well as practical.

Since these soto-den appliances are designed for use outside the home, their stylish design is an important part of their appeal, allowing women to impress their coworkers with their chic new devices. Function is important too, of course, but there is no doubt that the stylish design of these soto-den devices is an important reason for their popularity. (August 2010)