I'll state first off that I'm not huge into Visual Novels that are only Visual Novels. Reading is all well and good but I prefer to use my own imagination for things rather than other's projected imagery. That said, the style and charm of Smiles Incorporated is well done and visually it hits that creepy-cute aesthetic reasonably well.
As a straight VN it doesn't have any gameplay bar reading and clicking for the next line. No choices to make, just story. What story is there is good, as are the characters - both their designs and their dialogue. I would recommend a bigger font, personally, as it can be a bit hard to read, and the ending just ended up falling flat for me. I waiting for a fair while on the black screen for something more to happen and finished the game with a "That's all?" feeling.
Overall, it's an enjoyable VN with a good style but a nice ending would have really rounded it up better. Also, the twist kinda came out of nowhere and thus the impact was more "um, really?" than "OMG Whaaaat?!"