In an effort to avoid cannibalization with other beauty devices, and in response to requests for the launch of a new brand that could be easily used as an entry model, we conducted surveys on selling spaces, target markets, and rival brands.

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.

We succeeded in pushing the "beauty" aspect of the products, clearly different to the rival brands at mass merchandise outlets. We have won over new, younger customers who have not used beauty equipment to date. Moreover, the powerful benefits of utilizing the latest advances in medical technology are also regarded as one of our strengths and there was also discussion regarding more consolidated distribution of products to professional markets (hairdressers and beauty salons etc.).