Influencer/MUA recommendation
Many reviewers, especially in Japanese and Korean markets, cite makeup artists (e.g. 'ヘリム先生'/Haapyrim) or YouTube/social media recommendations as the reason for purchase.
K-beauty overlining trend
A large share of buyers purchase specifically to achieve the popular Korean 'oba lip' (overlined, blurred) look, using the pencil to blur and extend lip lines naturally.
Repeat/collector purchase
Numerous reviewers mention owning 4, 7, or 'all' colors, or repurchasing after trying one shade, showing strong repeat-buy behavior.
Value/bundle with sharpener
The included sharpener and generally low price point ('1000円', 'affordable but great quality') are frequently cited as reasons to buy over competitors.
Covering lip pigmentation/dark lip lines
Buyers with lip discoloration or dark lip borders purchase specifically to neutralize pigmentation before applying tint or lipstick.