Brand Tone

Gentle & Caring, Premium & Quality-focused, Joyful & Whimsical, Reassuring & Trustworthy

Brand Values

• •Quality & Craftsmanship
• •Safety & Comfort
• •Unique Design & Aesthetics
• •Care & Nurturing
• •Joy & Delight

Best Practices

• •Embrace Omoiyari (Thoughtfulness/Consideration): Ensure copy is always polite, respectful, and anticipates the needs and feelings of new parents (e.g., reassurance about safety, ease of care). This reflects Japanese cultural values of harmony and consideration.
• •Highlight Quality and Origin Subtly: Weave in the European craftsmanship and high-quality material aspects naturally, not in an overly boastful way. Japanese consumers appreciate quality but can be wary of overt hard-selling. Phrases like "ヨーロッパ生まれの確かな品質" (reliable quality born in Europe) or "厳選された素材" (carefully selected materials) work well.
• •Use Soft, Evocative Language: Employ words that evoke warmth, gentleness, comfort, and joy (e.g., ふわふわ - fluffy, やさしい - gentle, 心地よい - comfortable, すやすや - sleeping peacefully, ぬくもり - warmth). Visual and sensory language is effective.
• •Maintain Visual Consistency: Ensure the tone of the copy matches the soft, aesthetically pleasing visuals used on the website and Instagram. The overall impression should be harmonious.
• •Be Clear and Helpful, Especially for Gifts: Since products are often gifts, provide clear information that a gift-giver would need. Frame copy around the joy of giving and the positive reception of a thoughtful, high-quality present. This aligns with the importance of gift-giving in Japanese culture.

Social Perception

As a Premium European Baby Brand, Trusted for Gifting, Focus on Quality Materials, Online Savvy Parents, Limited but Positive Engagement in Japan, Consideration for Japanese Consumer Behavior

Copy Examples

• •優しい肌触りに、心ときめくデザインを添えて。ラミルージャパンの新しいコレクションが、赤ちゃんとご家族の毎日を温かく彩ります。一枚一枚、心を込めて。 #ラミルー #ベビーギフト #出産祝い #上質な暮らし (Translation: A gentle touch with a heart-fluttering design. La Millou Japan's new collection warmly colors the everyday lives of babies and families. Each piece, made with heart. #LaMillou #BabyGift #NewbornGift #QualityLiving)
• •大切な赤ちゃんのために、安心と心地よさを。ラミルーの製品は、ヨーロッパの品質基準と考え抜かれた素材で、毎日の安心をお届けします。(Translation: For your precious baby, peace of mind and comfort. La Millou's products deliver daily reassurance with European quality standards and thoughtfully chosen materials.)
• •まるで天使の羽のように、優しく頭をサポート。ラミルーの「天使のまくら」は、眠っている間も赤ちゃんの快適さを追求。特別な贈り物にも最適です。(Translation: Like angel wings, gently supporting the head. La Millou's 'Angel's Pillow' pursues your baby's comfort even while sleeping. Also perfect as a special gift.)
• •【ラミルージャパン】心温まる季節に、特別な一枚を。(Translation: [La Millou Japan] A special piece for this heartwarming season.)
• •「おめでとう」の気持ちを、特別なギフトに込めて。デザインと品質で選ばれるラミルージャパンのベビーアイテムは、きっと喜ばれる贈り物に。(Translation: Convey your 'Congratulations' with a special gift. La Millou Japan's baby items, chosen for their design and quality, will surely be a delightful present.)