Brand Tone

Informative & Educational, Friendly & Approachable, Results-Oriented & Confident, Modern & Trendy, Quality-Focused

Brand Values

• •Efficacy & Results
• •Quality Ingredients
• •Customer Trust & Transparency
• •Modern Beauty Standards
• •Accessibility & Engagement
• •Focus on high-quality products, durability, and contributing to a sustainable ecosystem, alongside transforming Thai cultural roots into modern fashion

Best Practices

• •Know Your Audience Deeply: Understand the language, aspirations, and pain points of the target Thai consumer. Tailor the tone to be relatable and trustworthy. Since the primary language is Thai, ensure fluency and cultural nuances are respected in Thai copy. For any English copy, maintain clarity and reflect the brand's core positive attributes.
• •Focus on Benefits and Solutions: While mentioning ingredients is good, always tie them back to how they solve a customer's problem or help them achieve their desired state (e.g., "Visibly brighter skin in weeks," "Your answer to stubborn dark spots").
• •Maintain a Positive and Empowering Voice: Frame product benefits in a way that makes the customer feel good and confident. Even when addressing skin concerns, the tone should be supportive and optimistic.
• •Be Visually Consistent with Your Words: Ensure the tone of the copy matches the clean, bright, and modern aesthetic of the brand's visuals. The language should feel as fresh and appealing as the product imagery.
• •Create Simple Brand Voice Guidelines: Develop a short document outlining the do's and don'ts for brand communication. Include key personality traits (e.g., Friendly, Informative, Confident, Modern), preferred terminology, and the general feeling the copy should evoke. This helps ensure anyone writing for the brand stays consistent.

Social Perception

Positive within its Niche, Seen as a Provider of Effective Skincare, Influencer Approved, Aspirational yet Attainable, The Thai cosmetics market values brands that are active on social media and responsive to trends. LECOS/BALC's strategy aligns with this.

Copy Examples

• •✨ Unlock your skin's natural radiance! ✨ Introducing our NEW BALC by Lecos Glow Boosting Serum, packed with [Key Ingredient 1] and [Key Ingredient 2] to target [Problem 1] and [Problem 2]. See visible results and feel the difference. Swipe to see why our community is already loving it! #BALCBeauty #LecosSkincare #ThaiBeauty #GlowGetter #HealthySkin #[ProductName]
• •☀️ Your daily shield against harsh sun rays! LECOS Naturals Sunny Bright Sunscreen offers SPF50+ PA++++ protection without the sticky feel. Lightweight, effective, and perfect for Thai weather! Tap to shop and keep your skin happy & protected! #LecosSunscreen #SunProtection #DailySkincare #ThaiCosmetics #[ProductName]
• •Title: My Secret to Fading Dark Spots & Acne Scars with BALC by Lecos! (Easy Steps) | Description Snippet: ...In this video, I'm sharing my journey and how the BALC By LECOS Vitamin B3+ AHA Body Booster Serum has helped me achieve clearer, smoother skin. Learn how to incorporate it into your routine for best results! Have questions? Ask below! 👇 #BALCSerum #SkincareRoutine #AcneSolutions #LECOSThailand #[ProductName]...
• •Experience the [Benefit 1, e.g., deep hydration] and [Benefit 2, e.g., improved skin tone] with our [Product Name]. Formulated with a potent blend of [mention key natural/effective ingredients], this [product type, e.g., moisturizer] works to [specific action, e.g., nourish your skin from within], leaving it feeling [adjective 1, e.g., soft], [adjective 2, e.g., supple], and visibly [adjective 3, e.g., healthier]. Gentle enough for daily use. Discover your best skin with LECOS.
• •Subject: A Little Treat from LECOS: Your Skin Will Thank You! | Snippet: Hi [Customer Name], we've noticed you love exploring effective skincare! As a thank you for being part of the LECOS family, here's a special offer on our customer-favorite [Product Name] or discover our new arrivals designed to make your skin glow...