Brand Tone

Professional, Authoritative, Passionate, Educational, Empowering, Trust-building.

Brand Values

• •Uncompromising Quality & Craftsmanship
• •Durability & Longevity
• •Professional Excellence & Empowerment
• •Integrity & Trust
• •Heritage & Tradition

Best Practices

• •Always anchor the product's identity in its Japanese origin, using phrases like "Forged in Japan," "Authentic Japanese Steel," and "Japanese Craftsmanship."
• •Use industry-specific language (e.g., "convex edge," "slide cutting," "ergonomic offset handle") to show understanding of the user's craft and maintain a tone of shared expertise.
• •Translate technical features into direct benefits for the stylist, for example, explaining that Hitachi ATS314 steel provides a razor-sharp edge that lasts longer, or that ergonomic design leads to reduced fatigue and career longevity.
• •Consistently frame the purchase as a long-term investment in the stylist's career, leveraging the "lifetime warranty" and "anti-obsolescence" narrative.
• •Utilize testimonials and user-generated content, featuring the work and words of respected stylists to provide powerful social proof.

Social Perception

MICHIKO SCISSORS is perceived as a premium, high-end brand for serious professionals. Products are viewed as reliable, exceptionally sharp, and comfortable, with the brand cultivating a reputation for quality backed by a lifetime warranty. Users consider the performance and durability to justify the higher investment.

Copy Examples

• •Precision that feels like an extension of your hand. Introducing the ANCHOR 7.0. Forged from Japanese ATS314 steel, its ergonomic design delivers unparalleled comfort and control for effortless, all-day cutting. This isn't just a tool; it's your new standard for excellence. #MichikoShears #JapaneseSteel #HairArtist #BarberLife
• •Stop Fighting Your Shears. Your talent deserves a tool that can keep up. MICHIKO shears are handcrafted in Japan to provide the sharpest, most durable edge in the industry. Experience the difference true craftsmanship makes on your body and your craft. Backed by a lifetime warranty. Shop the collection.
• •The Last Pair of Shears You'll Ever Need to Buy. Authentic Japanese craftsmanship, forged for a lifetime of precision. Discover the MICHIKO Difference.
• •What Does "Lifetime Warranty" Truly Mean? For us, it’s a promise. A promise that every pair of MICHIKO shears is built to withstand the demands of your passion, day in and day out. We reject planned obsolescence. Instead, we invest in 150 years of Japanese tradition, so you can invest in yourself.
• •The secret to a seamless slide cut? A blade that glides without snagging. Our MONA 6.2" features a wide, leaf-shaped blade forged for the smoothest slide cuts on wet or dry hair. #HairEducation #StylistTips #MichikoShears #SlideCutting