What enabled the new value creation that two brands were seeking
The PALM-sized 5-BLADE SHAVER by Panasonic is a handle-less, compact electric shaver that creates a whole new shaving experience. ARAS is a tableware brand in Ishikawa Jyushi that combines state-of-the-art technologies and traditional craftmanship. Panasonic's PALM-sized 5-BLADE SHAVER and ARAS uses NAGORI® by Mitsui Chemicals that features composite materials made from mineral components derived from seawater.
How are these products created to transmit new values from Japan to the world? What are they trying to achieve? We interviewed the designers defying common sense.
NAGORI®, a material that completely changes what we call "plastic"
What is NAGORI®?
Kondo, Functional Compounds Division from Mitsui Chemicals, Inc.:
NAGORI® is a new composite material made from seawater minerals, and it has a texture and weight like ceramics, as well as both a warm and cool feel. It contains up to 75% seawater minerals, which means it uses up to 75% less plastic. Everything started at MOLp, a voluntary activity in Mitsui Chemicals, when someone said, “A meal on a resin-made plate tastes prosaic.” Then, we thought it must be possible that a meal on a plastic plate could look and taste more gorgeous if we add textures of ceramic or natural stone to the plastic plate. We conducted research on what kinds of materials would work, during which we realized the significance of the global water problem.
We found that the untreated brine produced during the process of turning seawater into freshwater has been causing environmental problems in various places, and that made us wonder if we could contribute to solving this problem by creating materials using the mineral components, abundantly found in seawater, leading to the development of NAGORI®. The features of NAGORI® born in this way have attracted attention, and it is currently being used in a variety of products, including Panasonic's ‘The PALM-sized 5-BLADE SHAVER’ and Ishikawa Jyushi's ‘ARAS’.
Looking for a sustainable and unprecedented emotional value
Why did you choose NAGORI®?
Bessho, Designer from Panasonic:
Since the moment that we began designing an electric shaver that fits in a palm, we’ve been aware that the key is the material to use. We imagined that the product should possess a quiet beauty, like a stone in nature, and we wanted to make something that fits in any environment. Then, we discovered NAGORI®. When we held it in our palm, we were convinced that this was what we'd been looking for; the comfortable weight and coolness would make the PALM-sized 5-BLADE SHAVER pleasant to hold, an emotional value we were aiming for. Also, PALM-sized 5-BLADE SHAVER had to be made in alignment with the philosophy of subtraction. With NAGORI®, we could reduced the amount of plastic while adding new emotional value. This was a compelling reason for us to choose the material.
Ishikawa, Managing Director from Ishikawa Jyushi:
We are a company specializing in resin. It has been a pity for us that resin is often said to be 'anti-environmental'. So, the sustainability in the concept of NAGORI® was so attractive to us. The textures on the surface were flawless, too. Since ARAS is a brand dealing in tableware, we consider it with great care how a product will enhance the richness of having meals. NAGORI® met all the criteria we wanted so that's why we chose it.
Uemachi, Representative Director and Designer from secca Inc.:
The manufacturing industry has traditionally not only created a lot of products, but caused various social issues, including environmental concerns. So, we have thought that a new approach was needed, like making something from “half” scratch, by converting unused items into materials. With this belief, the sustainability of NAGORI® was perfectly aligned. As for enhancing the dining experience, we thought that NAGORI® would allow us to prepare meals in ways that traditional plastic plates could never achieve, possibly by heating or cooling the plate in advance. What mattered was to offer more ways of enjoying meals, and NAGORI® was perfect for the purpose.
Creating a completely new shaving experience that defies common sense
What inspired the development of the PALM-sized 5-BLADE SHAVER.
Bessho, Designer from Panasonic:
The ideation began in the midst of the Covid-19 pandemic, a period when people's values were changing dramatically. The definition of a good life and masculinity was gradually changing, and I felt that the right way in making a shaver should not be limited to evolving its functions as before. I thought we should focus on experiences that improve people's lives. With this in mind, when I was thinking about a new shaver with the designers, I noticed that a certain number of users shave by holding the head of the shaver directly, although they were in the minority. The handle may not be much needed. Aware of this, we designed the handle-less shaver, by incorporating the Japanese Stainless-steel Blade and Ultra-fast Linear Motor we are proud of into the head.
With “why”, I’ve been making things
What do you keep in mind when developing products?
Bessho, Designer from Panasonic:
When I develop a product, I always have a personal goal in mind. For example, I like collecting stones, and it made me think about how PALM-sized 5-BLADE SHAVER could look as natural as real stones. This also reflected in the dedication to the texture and the pattern on the surface.
Uemachi:
What I am particular about is the preparation before the creation. During the collaboration with Ishikawa Jyushi and ARAS, we spent the most time on discussing why we would make the product. It took almost a year to get to a consensus about how to share the essential value of resin transparently, and the heated discussion brought out the goal and concrete vision of ARAS. I think that the thorough discussion about the guidelines allowed the whole team to successfully collaborate without wavering, even after the work was divided up.
Ishikawa:
In the ARAS project with secca, the main thing we talked about was what kind of ‘question’ to ask and what kind of answer could be given to that question at the moment. Thus we divided up the roles clearly, which could be said to be the secret story behind the development of ARAS. We are still developing new products, but as the times change year by year, we are constantly asking new questions and finding new answers.
Profiles
Panasonic Designer Ushio Bessho
Joined Panasonic Corporation in 2015. As a product designer, he is involved in design development, mainly of personal care products. He has worked on refrigerators, oral care products, water purifiers, etc., and is currently working on men's care products.
Ishikawa Jyushi, Managing Director, Tsutomu Ishikawa
Joined P&G, where he worked as the right-hand man to the CFO (Chief Financial Officer) of the Japanese branch. In 2016, he joined Ishikawa Jyushi, where he is involved in the planning, manufacturing and sales of resin tableware, industrial parts, Buddhist altar fittings and other products.
secca Inc. Representative Director and Designer, Tatsuya Uemachi
Joined Nikon Corporation, where he was mainly in charge of planning and designing new products. In 2013, he established ‘secca inc.’ in Kanazawa, a city known for its food and craftsmanship. He is the company's representative director.
Mitsui Chemicals, Functional Compounds Division, Jun Kondo
In 2005, he joined Shin-Etsu Chemical Co., Ltd. and was involved in accounting and overseas sales. In 2008, he moved to Sony Corporation, where he was in charge of business planning and management. In 2017, he joined Mitsui Chemicals, Inc. and is currently promoting the development of new products and new businesses.
