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【Tokyo, Japan】The Full Picture of Panasonic’s New ‘Lamdash’! How the Palm-Sized 6-Blade ‘Palmin PRO’ is Transforming Men’s Grooming

Jul 27, 2026

Editor’s Note

**Editor’s Note:** This article explores the rapid growth of the men’s cosmetics market, highlighting a cultural shift in grooming from a passive obligation to an active form of self-expression.

From Grooming to Self-Expression: The Rapidly Growing Men’s Cosmetics Market

According to market research data unveiled at the event, the global cosmetics market is on an upward trend, with the men’s cosmetics segment showing particularly remarkable growth.
In line with this market expansion, men’s attitudes toward grooming are also undergoing a significant shift. Panasonic analyzes that the meaning of grooming has evolved from a passive goal of “maintaining a clean appearance for others” to an active means of “self-expression for living authentically and in one’s own way.”
Panasonic, which celebrated the 70th anniversary of its shaver business in 2025, has taken the lead in anticipating this shift in values. The company is further expanding its ‘Lamdash’ series, which has established a solid position in the men’s shaver market. As a “New Lamdash,” it aims to propose new experiential value that goes beyond the conventional boundaries of shavers.

The Core of the New Lamdash: The 6-Blade ‘Palmin’

The product at the heart of this “New Lamdash” is the newly unveiled ‘6-Blade Palmin’ series.
(From left) ‘ES-P690U-S (with automatic cleaning charger)’ estimated market price around 84,000 yen, ‘ES-P690U-S’ around 75,000 yen, ‘ES-P650U-W’ and ‘ES-P650U-K’ each around 54,000 yen.
Toru Tanaka, Chief of the Personal Domestic Marketing Section of the same division, who spoke next, cited three key factors behind the ‘Palmin’ series’ exceptional market success and sustained strong performance:
1) The joy of owning a new design

“First, in addition to the high shaving performance of conventional Lamdash models, we proposed design and shaving satisfaction as new values. We believe ‘Palmin’ has been accepted not just as a tool for shaving, but as a source of joy in owning a favorite item, the pleasure of using it, and even enjoyment encompassing interior design and environment.”

2) A size that fits into lifestyle

“Demand for a second unit is expanding, not only for home use but also for carrying to the office, on business trips, or during travel.”

3) Cultivating new user segments

“More young people, who previously had little familiarity with electric shavers, are choosing it as their first model. Additionally, new demand is expanding, such as gifts from women to men, which was not seen in the traditional shaver market.”

Against this backdrop, the company decided to develop the ‘Lamdash Palmin PRO 6-Blade’, the series’ first model with six blades.

Doubling the Cut Rate for Stubborn Hairs! Aluminum Machined Body and First Automatic Cleaner Unveiled

The blades use “forged blades” manufactured with advanced technology at the company’s mother factory, the Hikone Plant (Shiga Prefecture).
Compared to the conventional Palmin with 5 forged blades, the cut rate for long, stubborn hairs—which are difficult to handle—has been approximately doubled.
At the same time, the pressure applied to the skin has been successfully reduced by about 10%, pursuing both a close shave and gentleness on the skin to the utmost limit.
Furthermore, the new product is equipped with the series’ fastest linear motor (approximately 14,000 strokes per minute).

The top-tier models ‘ES-P690U/P680U’ feature a “Metal Edition” with a heavy, high-quality aluminum machined body. The company explains that this design pursues an overwhelming sense of quality when held in the palm and the satisfaction of ownership.
Additionally, the series’ first automatic cleaning charger, the ‘Palmin Pod (ES-2P01)’, which was highly requested by users, has been developed simultaneously.
Simply placing the main unit on it allows for simultaneous charging and cleaning. The design includes a lid, aiming for an appearance that blends beautifully into the bathroom interior.
While it is an optional accessory included with the top-tier ‘ES-P690U-S’ model, it is also planned to be sold separately (estimated market price around 12,000 yen).

Entering New Territory Within 2-3 Years? Panasonic’s Ambition Beyond Home Appliances

Regarding the future development of the New Lamdash series, Director Kawaji commented as follows:

“In addition to the ‘Lamdash Palmin PRO 6-Blade’ announced today, we launched the ‘Lamdash Body Trimmer (ER-GK9A)’ in June, and plan to refresh the hair cutter towards the end of the year. We will develop all these products as part of the ‘Lamdash’ series and further expand its value.
Furthermore, going forward, we aim to seriously step into ‘non-home appliance areas’ such as cosmetics and skincare products, based on the knowledge and evidence cultivated through years of R&D in shavers and grooming products.
We are not just expanding the home appliance product category; we want to evolve into a total beauty business that provides new value across the entire men’s grooming field.”

Although no specific timeline for the launch of cosmetics and skincare products was given, Director Kawaji mentioned that “we aim for an announcement within 2-3 years.”

Additionally, a 5-blade model of the ‘Lamdash Palmin’ was also announced simultaneously. The ‘ES-P550U’ is expected to have an estimated market price of around 42,000 yen, and the ‘ES-P530U’ around 34,000 yen.
All eyes will be on Panasonic’s challenge to lead the men’s grooming market.

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⏰ Published on: July 27, 2026