In an evolving beauty brand market, omnichannel strategies require brands to consistently provide engaging experiences across all channels. However, previous research has predominantly focused on the creation of customer experiences and communication factors, without sufficiently investigating the linguistic choices made by brands. This study aims to elucidate how language used in online product descriptions influences brand experience formation. Focusing on 20 Shiseido brands-part of Japan’s largest cosmetics conglomerate-we collected product descriptions from official websites, conducted morphological analysis to determine part-of-speech frequencies, applied TF-IDF to extract characteristic terms, and examined the distribution of sensory vocabulary as well as brand personality. Our quantitative findings indicate that employing sensory words and onomatopoeic expressions helps consumers visualize specific usage sensations and effects. Although Shiseido’s prestige and premium segments exhibit distinct linguistic traits, these differences do not merely arise from price variations but rather reflect complex attributes aligned with each brand’s unique worldview. Such linguistic design can effectively differentiate brand portfolios and foster stronger consumer loyalty. Moreover, our findings underscore the importance of online expressions that complement in-store customer service, thus highlighting the need for consistent brand messaging across all omnichannel touchpoints. Overall, this research offers valuable insights not only for the beauty sector but also for other industries adopting omnichannel strategies, thereby contributing to the development of more comprehensive brand communication strategies for both corporate practitioners and academic scholars.