Brand Tone

Friendly, Educational, and Aspirational

Brand Values

• •Accessibility
• •Education
• •Curation & Trust
• •Self-Care
• •Cruelty-Free

Best Practices

• •Lead with Education: Always explain the "why" behind a product or ingredient. Frame the copy around solving a customer's problem or helping them achieve a specific skin goal.
• •Embrace the "Glowy" Vernacular: Use words like "radiant," "luminous," "dewy," "bouncy," and "glow" to consistently reinforce the brand's core promise. Connect the products to the *feeling* of having healthy skin.
• •Be a Relatable Friend: Write in a conversational, first-person plural ("we love this because..."). Use questions to engage the audience and use emojis to add warmth and personality, especially on social media.
• •Center Self-Care: Frame skincare routines not as a chore, but as a cherished ritual. Use language that evokes mindfulness, relaxation, and self-love, such as "your daily moment," "a treat for your skin," or "unwind with this routine."
• •Maintain Ingredient Transparency: Always highlight key ingredients and their benefits clearly and simply. This builds trust and caters to the increasingly knowledgeable skincare consumer. For example: "Powered by Niacinamide (Vitamin B3) to visibly brighten and refine pores." strong.

Social Perception

About The Glow is perceived by its audience as a trustworthy and expert guide to the world of K-Beauty. Customers see it as a reliable source for authentic products and valuable skincare education. The brand is viewed as being passionate about its niche and genuinely invested in its community's well-being. The focus on curation is appreciated, as it positions the brand as a quality filter in a crowded market. The friendly and responsive nature on social media contributes to a positive perception of its customer service and approachability.

Copy Examples

• •Your new holy grail has arrived! Say hello to the Beauty of Joseon Glow Serum, your secret weapon for radiant, honey-like skin. We ve been testing this gem for months and fell in love with its nourishing formula that targets inflammation and boosts hydration. Ready to get your glow on? Tap the link in our bio to learn why this is a K-Beauty favorite! #KbeautyUAE #AboutTheGlow
• •Headline: Overwhelmed by K-Beauty? We can help. Body: Finding the right skincare shouldn't be stressful. At About The Glow, we curate the very best of Korean skincare, so you don't have to. From gentle cleansers to powerful serums, discover your perfect routine and start your journey to healthy, happy skin. Shop our bestsellers now and get 15% off your first order! #SkincareME #GlowUp
• •Subject: Psst... Your Self-Care Sunday Routine Is Inside
• •Text: Skincare is Self-Care. Discover Your Ritual.
• •Title: The Perfect Start and End to Your Day Body: Melt away makeup, sunscreen, and the stresses of the day with this ultra-gentle cleansing balm. Its sorbet-like texture transforms into a silky oil that cleanses without stripping your skin's natural moisture. Infused with calming centella asiatica, it s the perfect first step in your mindful skincare ritual, leaving your skin feeling soft, clean, and perfectly prepped.