Brand Tone

educational, sophisticated, and respectful

Brand Values

• •Science-Backed Nature
• •Individuality and Personalization
• •Efficacy and Innovation
• •Cruelty-Free and Conscious
• •Tradition and Harmony

Best Practices

• •Lead with Science, Support with Nature: Always ground the product's benefits in scientific principles (e.g., "encapsulation for deeper delivery") and then connect it to the brand's natural, Japanese heritage (e.g., "powered by Yuzu extract").
• •Educate, Don't Just Sell: Frame copy around teaching the customer something valuable about their skin or about an ingredient. Use phrases like "Did you know...", "Here's how it works...", or "The science behind...." This builds trust and authority.
• •Embrace Sophisticated Simplicity: Use clean, precise language. Avoid overly complex jargon, but also steer clear of slang or hyper-casual phrasing. The tone should feel as elegant and uncluttered as the packaging.
• •Champion Individuality: Consistently use language that empowers the customer and respects their uniqueness. Phrases like "your unique skin," "tailored to your concerns," and "customized for you" should be staples, reinforcing the Oubaitori philosophy.
• •Maintain Visual and Verbal Harmony: Ensure the calm, clean, and minimalist aesthetic of the visuals is mirrored in the copy. The text should be well-structured, with plenty of white space, and should feel as serene and balanced as the brand's imagery. The goal is a seamless, holistic brand experience.

Social Perception

premium, trustworthy, and innovative skincare brand

Copy Examples

• •Your skin isn't a "type." It's a story. Inspired by the Japanese philosophy of Oubaitori, we believe beauty isn't about fitting a category. It's about honoring your unique journey. Our customizable serums target your skin's specific concerns—from dehydration to dullness—with scientifically proven, nature-derived ingredients. Tell your skin's story. We're here to listen. #IRENShizen #Oubaitori #PersonalizedSkincare #JBeauty
• •The secret of Japan's "hot springs of beauty," bottled. We travelled to Hokkaido to unlock the power of mineral-rich onsen water, legendary for its regenerative effects. Now, our patented BIYUSEN™ complex brings that ancient wisdom to your skin, delivering unparalleled hydration and anti-aging benefits. Experience the fusion of tradition and technology. #JapaneseSkincare #CleanBeauty #ScienceBacked #AntiAging
• •Reveal your radiance. Gently. Tired of harsh exfoliants? The Glow-Getter serum uses a sophisticated blend of Glycolic Acid and natural superfruit extracts, encapsulated for deep penetration without irritation. It works to dissolve dull surface cells, clarify pores, and smooth texture, revealing a brighter, more even-toned complexion. It’s the smart, scientific way to glow. #GlowGetter #Serum #SkincareScience
• •One-size-fits-all? ❌ My custom routine ✅ Stop guessing what your skin needs. Our serums are made to be mixed and matched for your unique skin concerns. Dehydrated? Add Quench-Up. Blemishes? Clearer Days has you. Your skin, your rules. #SkincareHacks #CustomSkincare #IRENShizen #JBeauty
• •Subject: Scientifically Clean. Visibly Effective. This is IREN Shizen. Body Preview: Discover how our patented encapsulation technology delivers active ingredients 10x deeper for results you can see and feel...