Among many topics brought up during their CES Press Day conference, Panasonic announced a new product line: Panasonic Beauty. The company, know mostly for their TVs, tablets, video equipment, and digital cameras has stepped into an entirely new product category.

While this is new to the U.S., according to a release immediately following the event, Panasonic has been selling such products in foreign markets for 10+ years. According to Panasonic Personal Care Product Manager Natalia Salazar: “Although new to the US market, Panasonic has manufactured top performing prestige hair and beauty appliances internationally for over ten years.”

The flagship product of the new Panasonic Beauty line is undoubtedly the nanoe Hair Dryer. The nanone Hair Dryer, strangely enough, moisturizes hair as it dries. As I am 100% lost in the beauty product space, I will defer to Panasonic’s description of the nanoe technology:

Our unique nanoe™ technology takes the moisture from your hair and in the air, and uses it to create tiny, moisture-rich particles that are small enough to penetrate the shafts of your hair, helping to strengthen and protect it against damage from heat and brushing….It takes naturally occurring ions present in the air and breaks them down into significantly smaller particles that are then combined and held together by water molecules. These new moisture-rich nanoe™ particles—with nearly 1,000 times more moisture than regular ions—are infused into the hair and scalp during the drying process.

Listed at $179.99, the nanoe Hair Drier is priced almost exactly in the middle of the mid-range hair drier market.

Although not the sort of news that one expects to hear at CES, the announcement of Panasonic Beauty Products is noteworthy. In the U.S., the annual size of beauty product industry sits around $49 B. That fact alone is more than enough reason for Panasonic to bring these products to the U.S.