Shiseido Group launched the new cutting-edge ingestible beauty brand INRYU流之律 [liú zhī lǜ]: Rhythm of flowing beauty in 2021. The brand adopts the “Nutri-Vessel Network Technology™”, which Shiseido has been working on for more than 20 years. This technology empowers the muscles and awakens the vitality of the skin from the inside out. The brand’s mission is to help urban women carry out the beauty of their skin.
Based on the fundamental understanding of the new brand, combined with the profound knowledge of verbal strategy, Labbrand worked closely with Shiseido Group to develop the Chinese brand name: 流之律 [liú zhī lǜ]: Rhythm of flowing beauty. 流 [liú]: flow, reflects the brand concept “Beauty flows”. 律 [lǜ]: rhythm/melody creates a sense of elegance by comparing the brand to a music poem. 流之律 [liú zhī lǜ] also rhymes with the English name “INRYU” and shares similar meaning. The two names together represent a consistent brand tonality.
The birth of INRYU流之律 [liú zhī lǜ] shows Shiseido’s penetration in the field of ingestible beauty as the “century-old pioneer of oriental beauty”. It also shows that Shiseido will continue to deepen its insight into the needs of oriental skin care in the future. With the help of modern science, Shiseido aims to develop more solutions for Asian women to deal with their skin troubles.
We are honored to assist Shiseido Group in creating a cutting-edge beauty brand. 流之律 [liú zhī lǜ] is a memorable name tinted with oriental charm, implicating the brand’s focus on ingestible beauty products. We believe the brand will soon bloom in the market.
Labbrand Vice President, Creative Director of Brand Verbal Strategy
As the first Ingestible beauty brand developed under Shiseido Group in China, our task to create a Chinese name for INRYU was crucial. Labbrand team worked with us to understand our concept and creative direction. They provided various name options with trademark risk assessment. I’m happy that “流之律[liú zhī lǜ]” stands out in the category and truly expresses our brand philosophy.
Senior Vice President, China Business Innovation ＆ Investments
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