Championing beauty backstage


FASHION shows are famed for their glitz and glamour, but behind the impressive backdrop and fancy catwalk lies the core of their success.

The backstage is a hive of activity where the real magic truly happens. Wielding various tools of the trade, a flurry of professionals race against time to ready the fashion models for their moment in the spotlight.

While other factors may vary from event to event, the one constant is the beauty and lifestyle products that are essential in creating the flawless looks of the models gracing the stage.

The contributions of these hidden superstars were celebrated at the recent Kuala Lumpur Fashion Week (KLFW) in Pavilion KL through an extensive show set up to display the latest range of Panasonic Malaysia’s Beauty and Living products.

For the first time in its 101-year history, Panasonic Malaysia took a step into the fashion world by accepting the invitation to be part of the seventh edition KLFW 2019 as its official hair and garment care partner.

The brand, which has been serving Malaysians over the last century, fully powered the hair and makeup stations backstage for the entirety of the KLFW 2019.

Recognition being given to the supporting role of beauty and lifestyle products in ensuring the success of the recent fashion week in Kuala Lumpur through an extensive show to celebrate the brand. — Photos: AFIQUE YUSOFF/The StarRecognition being given to the supporting role of beauty and lifestyle products in ensuring the success of the recent fashion week in Kuala Lumpur through an extensive show to celebrate the brand. — Photos: AFIQUE YUSOFF/The Star

During the occasion, Panasonic Malaysia also introduced the all-new Panasonic Cordless 360° Freestyle Steam Iron NI-WL41VSK and the Panasonic EH-NA98 Hair Dryer that incorporates its patented nanoe technology.

Panasonic Malaysia managing director Cheng Chee Chung said, “It is very important for us to continue introducing innovative products to the market. Consumers must be spoilt by choice in order for them to decide on what is best suited for their lifestyles.

“Through such an approach, we are able to show consumers the range of products that we have to offer, continuously enhancing the lifestyle of Malaysians, especially through engagement with influencers and collaboration partners.”

A key highlight that drew the interest and attendance of various key opinion leaders (KOLs) was the brand’s “touch and try” beauty product demonstration for the new cordless steam iron in the event’s dressing area, which provided a hands-on experience for the media and KOLs who have in-depth knowledge of their respective fields and command influence in their areas of expertise.

Panasonic Malaysia home appliances marketing executive Daniel Ling showing the newly launched Panasonic Cordless 360° Freestyle Steam Iron’s capabilities. Panasonic Malaysia home appliances marketing executive Daniel Ling showing the newly launched Panasonic Cordless 360° Freestyle Steam Iron’s capabilities.

The Panasonic Cordless 360° Freestyle Steam Iron NI-WL41VSK addresses the needs and demands of today’s consumers for lifestyle products that strike the ideal balance between functionality and convenience.

Sleek and stylish in design, the cordless iron features the innovative multi-direction soleplate – the part of the iron that comes in contact with clothes when ironing – that is tapered at both ends and symmetrically formed to ensure a smooth glide in any direction.

Being cordless, the steam iron enables consumers to enjoy full freedom of movement to ensure more efficient ironing.

Among the features of the newly-introduced product shown at the demonstration include the three adjustable steam methods – the virtual steam shot, the power shot and the auto steam stopper.

(From left) Panasonic Malaysia audio visual communication department and home appliances marketing department general manager Ng Hong Ping, Ling and marketing innovation department general manager Chew Keng Heng with the new products. (From left) Panasonic Malaysia audio visual communication department and home appliances marketing department general manager Ng Hong Ping, Ling and marketing innovation department general manager Chew Keng Heng with the new products.

With the push of a button, the power shot method can release a blast of steam that blows wrinkles off clothes, while the vertical shot leverages the cordless design to enable easy handling of clothes on hangers.

Moreover, the integrated anti-calc and anti-drip systems prevent lime scale from clogging the steam vents and prevents water leakage by halting supply once the soleplate’s temperature falls to a certain level. The product demonstration also unveiled the auto-shut off safety feature for those with hectic lifestyles. The cordless iron will automatically shut off in 10 minutes.

Aside from these benefits, it also has an ergonomic base and can be stored immediately in its accompanying carry case for ease of travel.

Since 2013, the KLFW has been focusing on raising awareness of Malaysian ready-to-wear labels, giving prominence to up-and-coming designers besides collaborating with prestigious brands on its fashion-forward journey to shape the future of the country’s fashion and lifestyle industry.

This year, the fashion extravaganza showcased over 80 homegrown labels throughout the five-day event which highlights the strength of the Malaysian fashion industry to domestic and international markets.

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