Consumer product makers hope ions generate skin-care buzz

Claiming their air-purifying ion technologies can also increase moisture in the skin, consumer product makers are keen to spread the news to aging-conscious women.

Several years ago, Sharp Corp. and Panasonic Corp. began selling ion-emitting devices they say help neutralize nasty airborne particles, including viruses and allergens.

The companies have also put the new technologies--"Plasmacluster ion" from Sharp and "nanoe" from Panasonic--in air conditioners, refrigerators and other products. Their popularity is growing.

Sales of "nanoe" technology products by Panasonic Corp. and Panasonic Electric Works Co. are expected to surge to 86 billion yen ($951 million) in fiscal 2009, up from 16 billion yen in fiscal 2007.

In February, Sharp released the results of a study by a research institute that found Plasmacluster ions had a moisturizing effect on skin.

In the experiment, 13 women spent an hour in a room with an ion-emitting machine turned on, and another hour with the machine turned off. The humidity of the room was kept at 40 percent.

When the ion machine was on, the amount of moisture in the women's skin increased 4 percent. When the machine was off, it fell by 2 percent, according to the study.

Sharp believes that it is highly likely that water molecules attached to ions generated by the machine introduced more moisture into the women's skin.

By releasing news about the results of the experiment, Sharp hopes to "generate interest among women," said a company spokesperson.

The company thinks spreading such findings will spur demand for ionizing products. It especially is keen for consumers to buy their own personal-use ion machines, rather than shared household units.

The Panasonic group, which introduced "nanoe" products touted for their moisturizing effect, wants to encourage consumers to use the products not only at home but also in their offices and cars.

Panasonic Corp.'s compact ion-emitting Day Moisture Nano Care device, aimed at use in offices and elsewhere, hit the market in November. Panasonic Electric Works Co. also introduced the Nanoe Drive Shower, designed to to be installed inside Toyota's Passo small cars, in February.

"The moisturizing effect is an important feature that can make our products stand out," a Panasonic spokesperson said.

These are consumer products, not medical equipment, however, and overstating their "anti-aging effects" could violate the Pharmaceutical Affairs Law.