Brand Tone

Caring & Empathetic, Trustworthy & Transparent, Gentle & Soothing, Positive & Encouraging

Brand Values

• •Health & Efficacy
• •Safety & Transparency
• •Natural Ingredients & Clean Beauty
• •Customer-Centricity
• •Sustainability

Best Practices

• •Avoid vague claims.
• •Reinforce Core Values Consistently: Regularly mention commitments like 'vegan,' 'cruelty-free,' 'EWG-green grade,' and 'no harmful additives' in product descriptions, social media, and ads.
• •Use Gentle, Positive, and Encouraging Language: Employ words like 'soothe,' 'calm,' 'nourish,' 'revitalize,' 'healthy,' 'radiant,' 'unlock potential.' Avoid overly aggressive or clinical terms unless explaining a specific scientific benefit clearly.
• •Use clear, easy-to-understand language when discussing formulations and the brand's philosophy.
• •Focus on hydrating and non-irritating qualities.

Social Perception

Positive for sensitive skin, Effective & Hydrating, Trust in Ingredients, Korean Skincare Appeal, Good Value

Copy Examples

• •Unlock truly healthy, comfortable skin.
• •Our EWG green-grade formulas are packed with nature's best, like calming Cica and hydrating Hyaluronic Acid, for skin that doesn't just look good, but feels genuinely nourished.
• •Discover the gentle power of Korean skincare, made with integrity.
• •Perfect for daily, meticulous care.
• •From our soothing Cica Essence Toner to our protective Hydra Barrier Cream, each product is a step towards balanced, revitalized skin you can feel confident in.