Brand Tone

Aspirational and Results-Oriented

Brand Values

• •Efficacy
• •Transformation
• •Simplicity

Best Practices

• •Lead with the Result: Start every piece of copy with the benefit. Instead of 'Our cream has peptides,' write 'Achieve visibly firmer skin with powerful peptides.' This aligns with the results-oriented tone.
• •Use 'Time-Based' Language: Incorporate words that emphasize speed and efficiency, such as 'instantly,' 'in seconds,' 'quick,' 'fast-absorbing,' and 'overnight.' This reinforces the brand's promise of rapid transformation.
• •Employ Aspirational Adjectives: Consistently use words that evoke a feeling of hope and renewal. Examples include 'radiant,' 'luminous,' 'refreshed,' 'rejuvenated,' 'rested,' and 'confident.'
• •Focus on 'Before & After' Scenarios: Structure the copy around a problem/solution narrative. Describe the common frustration (e.g., 'tired-looking eyes,' 'stubborn puffiness') and present the product as the direct, effective answer.
• •Maintain a Simple & Direct Voice: Avoid overly scientific or complicated jargon. The tone should feel like a trusted recommendation that is easy to understand. The goal is to build confidence through clarity and a focus on real-world results.

Social Perception

Mixed with a Tilt Towards Skepticism

Copy Examples

• •Your morning meeting doesn't have to show your late night. Look rested, feel radiant. Our Instant Firming Eye Cream works in seconds to smooth and brighten, so you can own your day. The secret to a fresh start is here.
• •The 90-Second Solution to Tired Eyes. Visibly Reduce Puffiness and Fine Lines for an Instantly Refreshed Look.
• •Erase Yesterday: A Younger-Looking Gaze is One Step Away.
• •Tired of eye creams that feel heavy and greasy? Our formula is lightweight, fast-absorbing, and creates the perfect smooth canvas for your makeup. Get instant firming and all-day hydration, without the wait. Tap to reveal your new essential.
• •Beyond Hydration. Beyond Hope. Delivering a visible lift you can see and feel. Welcome to the future of your skincare routine.