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.