Brand Tone

Empathetic & Caring, Scientific & Trustworthy, Hopeful & Empowering, Gentle & Safe, Inclusive

Brand Values

• •Compassion & Empathy
• •Scientific Efficacy
• •Safety & Purity
• •Integrity & Trust
• •Empowerment
• •Commitment to Origin

Best Practices

• •Lead with Empathy: Always approach copywriting from a place of understanding the customer's potential vulnerability or specific skin concerns. Use language that is supportive and reassuring.
• •Balance Science with Soul: While highlighting the scientific backing and efficacy of ingredients, weave in the brand's compassionate origin and mission. Avoid overly clinical or cold language; keep it accessible and human.
• •Prioritize "Gentle" and "Safe": Consistently use terms like "gentle," "soothing," "non-irritating," "fragrance-free," "no harsh chemicals," and "safe for sensitive skin" as these are core to Alra's identity.
• •Be Empowering and Hopeful: Focus on the positive outcomes of using Alra products – healing, relief, restored confidence, and improved skin health. Frame skincare as a step towards well-being.
• •Maintain Authenticity: Continuously refer back to the brand's heritage and founding principles. Use real stories and testimonials (with permission) to reinforce trust and connection. Avoid hype or exaggerated claims; let the product efficacy and brand story speak for themselves.

Social Perception

Trusted Resource for Sensitive Skin, Especially Medically Compromised Skin; Gentle & Effective; High Quality, Science-Backed; Caring & Authentic; Expanding Appeal

Copy Examples

• •Headline: Gentle Care, Powerful Science. For Skin That Needs to Heal. Body: Born from a journey of love and necessity, Alra Skincare offers scientifically formulated solutions for the most sensitive skin. Trusted by hospitals, loved by you. Because everyone deserves to feel comfortable and confident in their own skin. Call to Action: Discover Soothing Relief.
• •Headline: More Than Skincare. It's a Return to You. Body: When your skin is compromised, life can feel overwhelming. Our Therapy Lotion, developed with oncologists, provides the gentle, effective relief you need to help your skin recover and restore its natural balance. Fragrance-free, irritant-free, simply healing. Call to Action: Find Your Comfort.
• •Headline: Sensitive Skin Deserves Strength. Science Delivers It. Body: At Alra, we believe gentle doesn't mean less effective. Our Renewal Serum combines potent, clinically-proven ingredients to visibly brighten and smooth, without the sting. Experience the Alra difference – where science meets soul. Call to Action: Reveal Your Radiance.
• •Headline: From Hospital Trust to Your Home: Skincare That Understands. Body: For over 40 years, Alra has been a trusted partner in skin recovery, starting with those undergoing cancer treatment. Now, our range of cruelty-free, carefully formulated products brings that same level of dedicated care to your daily routine. Call to Action: Shop Gentle Solutions.
• •Headline: Your Skin's Story Matters. We're Here to Support Its Healthiest Chapter. Body: Whether you're navigating the effects of medical treatments, managing lifelong sensitivity, or seeking age-defying care that’s kind to your skin, Alra provides solutions rooted in science and compassion. Tell us your skin story. Call to Action: Explore Our Collections.