Brand Tone

Straightforward, educational, aspirational, empowering, and authoritative.

Brand Values

• •Efficacy and Performance
• •Simplicity and Accessibility
• •Quality Ingredients
• •Social Responsibility
• •Innovation

Best Practices

• •Lead with the Benefit: Always start with the problem the product solves or the result it delivers. Men are often goal-oriented shoppers; the copy should reflect this.
• •Use Straightforward Language: Avoid overly technical jargon or flowery descriptions. Be direct, clear, and confident in the product's efficacy.
• •Educate, Don't Just Sell: Explain the "why" behind the ingredients and the "how" of the product's function. This builds trust and positions the brand as an expert.
• •Maintain an Empowering Tone: The copy should make men feel capable and smart about taking care of their skin, not intimidated or pandered to.
• •Incorporate Brand Values: Weave in messages about quality, innovation, and the brand's commitment to social causes where appropriate to reinforce the overall brand identity.

Social Perception

Overwhelmingly positive, with customers praising product quality and effectiveness. Perceived as a high-quality, reliable, and socially responsible brand that offers inclusive products (developed for men, borrowed by women).

Copy Examples

• •Fine lines are a part of life, but they don't have to be the whole story. Our High-Performance Anti-Wrinkle Serum is engineered with potent peptides and glycolic acid to visibly firm and smooth your skin. It’s not about turning back time, it's about owning your age with confidence. Straightforward results, no complicated routine.
• •Your face is the first thing people see. Start your day with a clean slate. Our Glycolic Facial Cleanser cuts through the grime and oil without stripping your skin. It's the simple, effective first step to a better complexion. Because good skin isn't a luxury, it's a basic.
• •Look good, do good. Every time you purchase an Anthony product, you're helping us support prostate cancer research. It’s more than skincare; it’s a commitment to men's health. Join us in making a difference.
• •Sun, wind, long hours. Your skin takes a beating. Our All-Purpose Facial Moisturizer is your daily defense. Hydrates, firms, and absorbs quickly with a matte finish. No shine, just healthy-looking skin. Ready for whatever the day throws at you.
• •(Video shows a man quickly going through a simple skincare routine) Voiceover: 'Skincare doesn't have to be complicated. Cleanse. Treat. Moisturize. Three steps to better skin with Anthony. Simple, powerful, and made for men. #AnthonySkincare #MensGrooming #SimpleSkincare'