Brand Tone

gentle, calming, and educational; friendly and approachable; simple, clear, and focused on natural benefits; soothing, clean, minimalist, and trustworthy.

Brand Values

• •Simplicity and Effectiveness
• •Natural and Gentle Ingredients
• •Sustainability and Ethical Practices
• •Customer-Centricity
• •Transparency

Best Practices

• •Emphasize "Gentle" and "Soothing": Always use calming and reassuring language. Words like "gentle," "soothe," "calm," "balance," and "comfort" should be staples in your copy. This reinforces the brand's core promise, especially for those with sensitive skin.
• •Lead with Ingredient Transparency: Highlight the key natural ingredients and their high concentrations (e.g., "77% Heartleaf Extract"). This builds trust and appeals to the informed consumer who values transparency and natural formulations.
• •Keep it Simple and Clear: Avoid overly complex jargon or convoluted claims. The copy should reflect the simplicity of the products themselves. Short sentences and a clean, minimalist layout are effective.
• •Incorporate User Testimonials and Results: Leverage the power of social proof. Share genuine customer reviews and before-and-after photos that showcase the products' effectiveness. This adds a layer of authenticity and relatability.
• •Maintain a Consistent Visual Identity: Ensure that all visuals from product photography to social media graphics align with the brand's minimalist, clean, and nature-inspired aesthetic. This visual consistency is crucial for reinforcing the brand's calming tone.

Social Perception

Largely positive; seen as a highly effective and trustworthy K-beauty brand, particularly for sensitive, irritated, or acne-prone skin. Amplified by viral success on TikTok. Some skepticism exists regarding incentivized reviews and challenges with counterfeit products. Dominant narrative: high-quality, gentle, and effective skincare solutions.

Copy Examples

• •Skin feeling stressed? Find your calm. Our Heartleaf 77% Soothing Toner is packed with nature's best to gently soothe irritation and reduce redness. Just a simple pat is all it takes to bring your skin back to balance. #AnuaCalm #HeartleafHero
• •Simple, pure, effective. Discover our new Peach 77% Niacin Enriched Cream. Formulated to brighten and nourish, it's the gentle touch your skin has been waiting for. Unlock a radiant complexion, naturally.
• •Tired of skincare that promises the world but leaves your skin irritated? We believe in the power of gentle. Our formulas are designed with your sensitive skin in mind, using natural ingredients to soothe, not stress. Experience the Anua difference.
• •(Scene: A person looking tired with dull skin) VO: "Life is complicated." (Scene shifts to the person gently applying Anua toner, their expression relaxing) VO: "Your skincare doesn't have to be. Anua. Gentle, effective, and back to nature." (Scene ends with the person looking refreshed and smiling)
• •Melt away the day without stripping your skin. Our Heartleaf Pore Control Cleansing Oil is a lightweight, non-comedogenic formula that dives deep to dissolve makeup, sunscreen, and impurities. Infused with soothing heartleaf extract, it leaves your skin feeling clean, soft, and perfectly balanced. The first step to a calmer complexion.