Brand Tone

Approachable and Friendly, Informative and Efficacy-Focused, Confident and Modern, Value-Oriented

Brand Values

• •Quality and Efficacy
• •Affordability/Accessibility
• •Customer-Centric
• •Innovation
• •Simplicity/Essentialism
• •Attainable Beauty

Best Practices

• •Emphasize Value and Quality: Always highlight the combination of high-quality ingredients and effective formulas at an accessible price point.
• •Be Informative but Approachable: Explain product benefits and ingredients clearly, avoiding overly technical jargon. Make skincare science understandable and relatable.
• •Showcase Real Results and Relatable Beauty: Use customer testimonials (with permission) and visuals that reflect diverse, everyday beauty rather than overly airbrushed or aspirational imagery. Align with the "Beauty is Reality" ethos.
• •Maintain a Positive and Encouraging Voice: Focus on empowering customers to achieve their best skin and feel confident.
• •Stay Connected to K-Beauty Roots: While appealing to a global audience, subtly weave in the innovation and heritage of Korean skincare that Missha represents.

Social Perception

Trusted K-Beauty Brand, High-Quality, Affordable Products, Go-To for Specific Needs, Innovative and Science-Backed, Expanding Global Reach

Copy Examples

• •Unlock your skin's natural radiance. ✨ Missha's Time Revolution The First Essence 5X delivers concentrated fermented ingredients for a visibly brighter, smoother complexion. Experience the K-Beauty secret to glowing skin, affordably. #MisshaUS #KBeauty #GlowingSkin
• •Don't just cover, perfect. Our M Perfect Cover BB Cream offers flawless coverage, sun protection, and skincare benefits all in one. Get that 'your skin but better' look, every day. Quality beauty shouldn't break the bank. #MisshaBBCream #AffordableBeauty #EverydayFlawless
• •Sensitive skin? Meet your calm. Missha's Artemisia Calming Ampoule, rich in double-fermented artemisia extract, soothes irritation and strengthens your skin barrier. Gentle, effective, and real results. #MisshaSkincare #SensitiveSkinSolutions #KoreanSkincare
• •Beauty is Reality. ✨ It's in the everyday moments and the confidence that comes from healthy skin. Missha brings you high-quality, effective skincare that celebrates your unique beauty, without the luxury price tag. Discover your glow with us. #BeautyIsReality #MisshaValues #AccessibleKBeauty
• •Power up your routine! ⚡ Missha's Vita C Plus Spot Correcting & Firming Ampoule tackles dullness and signs of aging with pure Vitamin C. Brighter, firmer skin is within reach. Invest in your skin, wisely. #VitaCSerum #BrighteningSkincare #MisshaInnovation