Brand Tone

Caring and Gentle, Trustworthy and Reassuring, Practical and Solution-Oriented, Quietly Innovative

Brand Values

• •Gentleness and Comfort: Prioritizing soft, skin-friendly materials that provide a pleasant user experience, whether for babies or adults using healthcare products.
• •Well-being and Health: Focusing on products that support daily health, aid in recovery, reduce pain, and contribute to a better quality of life.
• •Quality and Reliability: Emphasizing Japanese manufacturing for some products and the technological backing of unique materials.
• •Care and Support: A desire to provide solutions that genuinely help and support individuals and families in their daily lives and health challenges.
• •Practical Innovation: Leveraging material science to create useful, everyday products that offer tangible benefits.

Best Practices

• •Prioritize "Gentle" Language: Use words that evoke softness, care, comfort, and safety (e.g., "gentle," "soft," "comforting," "soothing," "skin-friendly," "pure," "nurturing").
• •Emphasize User Benefits with Empathy: Focus on how the products solve a problem or improve the user's life, speaking directly to their needs and feelings (e.g., "for your peace of mind," "to ease your discomfort," "making everyday life smoother").
• •Maintain a Reassuring and Trustworthy Voice: When mentioning technology or special materials, explain them simply, focusing on the benefit and any evidence of quality or research (e.g., "developed with care," "clinically observed," "Japanese quality").
• •Keep it Clear and Simple: Avoid overly technical jargon. The tone is gentle and supportive, so the language should be accessible and easy to understand.
• •Visual Consistency: While this is about copywriting, ensure that imagery used alongside copy also reflects the brand's values of gentleness, care, and naturalness (e.g., soft lighting, natural textures, calm imagery). This reinforces the written tone.

Social Perception

As a Provider of Specialized Goods, Focused on Material Benefits, Trust in "Made in Japan" and Technology, Reliable for Sensitive Needs

Copy Examples

• •For a "Crystal Gel®" based product (e.g., heel cushion): "Experience daily comfort, a softer step at a time. Our unique Crystal Gel® technology tenderly cushions and protects, so you can move through your day with ease. Gentle care, for sensitive skin."
• •For Organic Cotton Babywear: "Wrap your little one in the purest embrace. TenderSense onlinestore brings you organic cotton babywear, lovingly crafted for the most delicate skin. Naturally soft, beautifully simple, for a happy, comfortable baby."
• •For the "Punyuzou-kun" injection pain reducer: "Making little moments a little easier. Our 'Punyuzou-kun' cooling pack, with its soft Crystal Gel® touch, helps gently soothe and reduce the discomfort of injections for your child. Clinically researched, parent-approved peace of mind."
• •For a "ToughSilon" knee supporter: "Support that moves with you, gently but firmly. The TenderSense ToughSilon knee supporter offers reliable stability without sacrificing comfort, using advanced artificial muscle fibers. Rediscover your movement, with care."
• •General Brand Copy for the "About Us" or a social media post: "At TenderSense, we believe in the power of gentle solutions for everyday well-being. From the softest organic cotton for your baby to innovative gel technology for your health and comfort, we’re here to support your family’s tender moments with quality you can trust."