Brand Tone

Empowering, youthful, aspirational, positive, confident, trendy, global, nurturing, scientific, conversational, and community-oriented (using "baes").

Brand Values

• •Empowerment
• •Quality and Affordability
• •Sustainability and Natural Ingredients
• •Innovation
• •Customer-Centricity

Best Practices

• •Maintain the "Bae" Community Focus: Consistently use inclusive and empowering language. Address the audience as a community ("Hey Baes," "Join the Club") to reinforce brand loyalty and belonging.
• •Unify the Empowerment Message: Bridge the fashion and skincare lines by centering the copy around the core value of empowerment. Whether selling a dress or a face wash, the goal is to make the customer feel confident and beautiful.
• •Highlight Quality and Consciousness: Always emphasize the commitment to high-quality materials, whether it's premium fabrics for clothing or ethically sourced, natural ingredients for skincare. This builds trust and justifies the "premium-affordable" positioning.
• •Stay Aspirational but Accessible: Use a tone that is inspiring and showcases a desirable lifestyle, but keep the language and calls-to-action clear, direct, and unpretentious to reflect the brand's mission of making premium products accessible.
• •Be Visually-Led in All Copy: Write copy that complements the strong visual identity of the brand. Use descriptive, evocative language that helps the customer imagine themselves wearing the clothes or experiencing the feel of the skincare products.

Social Perception

Largely positive. Skincare is well-regarded for quality, effectiveness, and positive results (4.7/5 average rating). Fashion is perceived as trendy, modern, bringing international styles, and has positive buzz due to celebrity/influencer association. No significant negative comments.

Copy Examples

• •Main character energy only. Our latest collection is for the moments you own. Tap to shop the look that says it all. #BaesClub #OwnYourStyle
• •Kind to your skin. Kind to the planet. Discover the power of our Goat Milk collection for radiance you can feel good about. Clean, cruelty-free, and consciously made.
• •Hi Bae, tired of waiting for global trends to land? The wait is over. We've curated the best of international style, just for you. Be the first to wear the looks everyone will be talking about next season.
• •Our Papaya, Saffron & Turmeric Face Wash gently exfoliates to reveal your natural glow. Formulated to deep cleanse without stripping moisture, it removes impurities and revives tired skin, leaving you feeling refreshed and luminous.
• •Whether it's the confidence from a perfect outfit or the glow from a skincare routine that works, Baes Club is here to celebrate you. Join the club that's all about empowerment, quality, and style.