The new Panasonic Lumix DMC-FX77 is more than just a conventional 12.1 megapixel point and shoot digital camera. It’s the first digicam to feature an integrated beauty salon, which uses face recognition to let you edit your subject’s face in camera. In this regard, it’s clearly the first salvo in a fight back by the dedicated camera makers against mobile phone cameras stealing their market share.

You can whiten teeth, apply blusher, change skin tone and even airbrush wrinkles, all without a PC editing program in sight. Apparently this feature is creating great excitement in Japan, as young girls are flocking to buy the camera to bolster their self-esteem, which is kind of sad. Instant Photoshop mania, without the geek.

The product is only on sale in Japan at the moment, at a price of $398.00 in Yen equivalent, but we expect there’ll be a global invasion of digital beauty salon products over the coming months. You have been warned. [Via Geek.com].