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Itude

Itude

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株式会社MOBO
"CREATE THE NEW "STANDARD": We focus on values that have not yet been standardized, and update them to values that match the times by reframing things.

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About the brand

"CREATE THE NEW "STANDARD": We focus on values that have not yet been standardized, and update them to values that match the times by reframing things.
1
For daily support for those who are highly conscious of beauty! Blended with Uji matcha, we are particular about making it refreshing and easy to drink. Next-generation green juice containing NMN (purity 99.5% or more) for the first time
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Inner beauty, inner care, intestinal activity, aging care * Age-appropriate care, easy to drink, nutrient functional food (vitamin C), no fragrances, colorings, or sweeteners
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Japan Package Design Award 2023 Winners
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Learn more about this brand

Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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The founder's own worries are the starting point of development
The two founders are in their 40s, and as age-appropriate concerns began to emerge, they became aware of not only skin care and hair care, but also inner beauty care that prepares the body from the inside.
　
Therefore, we focused on green juice as a daily base supplement, and when we tried green juice from various manufacturers, we could not find a product that suited us.
　
・The package is lame. Since the generation that drinks green juice is mainly in their 50s ~ 60s, it is designed for seniors, and there are no products with fashionable and exciting designs or concepts.
・ Even if the taste itself is easy to drink, it contains a lot of sugar and is not a satisfactory ingredient content to continue every day.
・ There are many products that contain many ingredients, but on the contrary, it is difficult to know what is good.
・ There are few products that are all health care and bowel movement appeals, and there are few products that take into account the needs of people with a high sense of beauty, such as inner beauty care.
　
In addition, when we conducted a questionnaire (n=43), we found that despite the fact that there are many beauty and healthcare concerns even among people in their 20s ~ 30s, the image of green juice as "bad" and "something that seniors drink" preceded it, and it was not a purchase option at the start in the first place.
　
Based on the results of the survey, we developed a green juice that can be drunk every day.
Therefore, with the desire to create a green juice that can be drunk every day and can cover the multiple worries of people with a high sense of beauty, we spent one year developing and commercializing it.
While examining the ingredients that approach the concerns (beauty, health, odor, bowel movements) that we are concerned about, we also adjusted the blending balance of other ingredients such as "Uji matcha" so that there is no green odor in pursuit of a taste that is easy to drink, and repeated multiple prototypes.
　
　
　

What are we doing?

　
　
Itude takes "CREATE THE NEW "STANDARD" as the brand's mission concept, focusing on values that have not yet been standardized, and updating them to the values that match the times with the idea of reframing.
Itude is a product that stimulates people's sensibilities in order to accept their manifested complexes as individuality, and brings about change in society.
We will continue to develop products centered on men's odor literacy.
　
The first product, Inner Beauty Aojiru "THE GREEN COMBO", is the first product to contain NMN in Aojiru, and it also has a beauty-conscious ingredient composition. It is an item that we would like you to incorporate into the lifestyle of those who are highly sensitive to their own way of life as well as beauty.

Commitment to the product

　
　
Health and beauty don't happen in one day
It is important to continue inner beauty care every day. Therefore, while adjusting the taste to be sustainable, we are also particular about functionality.
The main ingredients of green juice (barley young leaves, spirulina, chlorella) are also blended with Uji matcha, making it easy to drink and delicious. It is a next-generation green juice that contains the featured ingredient NMN (purity 99.5% or more, derived from yeast) and resveratrol.
　
Vitamin C, which is important for beauty, also contains 1/2 day's worth of vitamin C (50 mg) in one bag. There are no flavors, colors, or artificial sweeteners added, so it can be consumed by those who are concerned about additives.
　
　
In addition, when we prototyped multiple recipes under the supervision of a registered dietitian so that it could be used as a matcha-flavored seasoning in various scenes of life, we found that it can also be applied to cooking, so it can be widely incorporated according to your daily lifestyle.
　
　
　
　

Who are supporting us?

　
　
People who are highly conscious of beauty and health and are thinking about the QOL of their lives are often adopted as an investment not only in the present but also in their future selves.
In the age of 100-year lifespans, people in their 20s ~ 40s who are highly conscious of wanting to maintain a long healthy life expectancy are incorporating it as part of their lifestyle for inner care and inner beauty care from an early age.
　
■ Recommended for people who are lazy like this
・ I do skin care every day. I want to pay attention to care from the inside of the body as the next care. I want to take care of myself as an extension of my skin care.
・Dryness and dryness on the face and scalp. I'm worried about sebum shine and stickiness.
・ Turning a blind eye to vague health concerns such as "my stomach has come out," "abnormal values have increased in health checkup results," and "eating habits are unbalanced" due to aging.
・ It may be thought that it is "ugly" due to the old man / old man.
・ I may have bad stools, so I want to prepare my intestines and refresh myself every morning.
I don't like bad things. I want a supplement that can be continued every day and has a taste that can be easily taken.
・ I want to take supplements because I want to stay young. But I don't know how to choose. It's a hassle to take several types of supplements, so I want to get by with one.
　
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