As a succeeding model of Panasonic EW-DS11, one of the best selling models in the electric toothbrush market in Japan by targeting on the female office workers’ after-lunch tooth brushing habit, Panasonic EW-DS12 is designed to expand the market to the more male users. The size of the body is slimmer than Panasonic EW-DS11, so it can be put in the shirt's pocket just like a pen. In addition to the slim size, some of the details like matt-finished body and thread are also evoking the taste of man’s accessory.