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Paul – FS Concierge
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Having a “brand story” works well in cosmetics while at the same time it is not everything and can be over emphasised.

So it is kind of a 50/50proposition.

The key really would be how much you can make it work for you.

Also, if the “Japanese name”, is already being used for a cosmetic, or is otherwise protected by a Trademark, it would be a good time to check if you have legal standing to use the name.

Good luck.