omdr has created brand category trees for existing products and new products, in conjunction with the rapid progress of in-house R&D. By organizing consumer needs, targets, marketing channels, and evidence, we designed a new brand concept named "INBEAUTE" which refers to a woman's inner beauty. Regardless of age and nationality, the name is easy to remember and suggests the concept of beauty instruments that also work on the mind. We repeatedly examined all possibilities and searched for flaws after making selections from over 50 proposed ideas. In addition, we made revisions to the names of 9 products affiliated with the brand, in relation to the parts used and the direction of motion. We clearly specified concerns peculiar to women and parts of the body that they wish to emphasize (hair, eyes, facial lines etc.) and aggressively devised a specialty brand to remedy these concerns.