Brand Tone

Sophisticated & Chic, Artistic & Creative, Modern & Edgy (with a Japanese sensibility), Empowering & Inclusive (emerging)

Brand Values

• •Artistry & Self-Expression
• •Quality & Innovation
• •Creativity & Imagination
• •Liberation of Beauty
• •Global Inspiration with Tokyo Roots

Best Practices

• •Emphasize Artistry and Individuality: Consistently use language that empowers creativity and personal expression, avoiding overly prescriptive beauty standards. Frame products as tools for the user's unique vision.
• •Highlight Japanese Heritage & Quality: Subtly weave in the Tokyo origin and the commitment to Japanese quality, textures, and innovation. This reinforces the brand's unique selling proposition.
• •Maintain a Sophisticated and Modern Vocabulary: Use clear, elegant, and contemporary language. Avoid overly casual slang unless specifically targeting a younger demographic on platforms like TikTok, where a slightly more playful version of sophistication can be employed.
• •Focus on Sensory Experience: Describe the unique textures ("skin melt," "watercolor-like," "velvet touch") and the vibrancy of colors to engage the audience's imagination and desire for high-quality products.
• •Show, Don't Just Tell, Versatility: Use copy to illustrate how products can be used for both everyday looks and more avant-garde expressions, reflecting the brand's wide appeal and Kanako Takase's "pro performance yet easy to use" philosophy.

Social Perception

High-Quality & Prestigious, Innovative Textures & Colors, Makeup Artist Approved, Coveted & Trendy, Accessible Luxury, Focus on Individuality

Copy Examples

• •Tokyo Flair. Your Artistry. Unleash vibrant pigments and unique textures designed for your ultimate self-expression. Discover ADDICTION TOKYO.
• •Beyond Definition. Beyond Ordinary. Experience makeup that liberates your beauty. Pro-performance, Tokyo-born. This is ADDICTION TOKYO.
• •Craft Your Signature. With 99 shades of iconic eyeshadow, the only limit is your imagination. What will you create today? ADDICTION TOKYO.
• •The Essence of Tokyo. The Canvas of You. Melt-on textures, colors that speak. Elevate your routine with ADDICTION TOKYO.
• •Dare to Discover. From subtle sheens to bold statements, find your unique addiction. Japanese quality, global artistry. ADDICTION TOKYO.