Brand Tone

Educational, Trendy, and Encouraging

Brand Values

• •Efficacy and Quality
• •Education
• •Accessibility
• •Clean and Conscious Beauty

Best Practices

• •Lead with Education: Always start by explaining the why—the benefit or the science—before the what—the product. This builds trust and positions the brand as an expert.
• •Maintain a Positive and Encouraging Tone: Use empowering language that focuses on achieving healthy skin (e.g., "radiant," "glowing," "healthy," "balanced") rather than highlighting flaws (e.g., "fix your wrinkles," "get rid of bad skin").
• •Use a Mix of Trendy and Technical Keywords: Incorporate popular slang and hashtags from the beauty community (#GlassSkin, #SkincareJunkie) while also using precise, scientific terms (e.g., "Niacinamide," "Hyaluronic Acid," "SPF50+ PA++++") to reinforce authority.
• •Keep it Scannable: Use short sentences, bullet points, and emojis to break up text on social media and product descriptions. This makes information easy to digest for an audience that is often scrolling quickly.
• •Create a Unified Voice Across Platforms: While the format may change (e.g., video for TikTok, carousels for Instagram), the core message and tone—educational, trendy, and encouraging—should remain consistent across the website, emails, and all social channels.

Social Perception

Trusted and Authoritative

Copy Examples

• •Meet your new glow-to! ✨ Our new Vitamin C Boosting Serum is here to brighten your complexion and fade dark spots. Packed with antioxidants, it's the perfect shield against daily stressors. Ready for radiant skin? Tap to shop!
• •That texture tho 😍 Our Black Rice Hyaluronic Cream is a dream for thirsty skin. Lightweight, hydrating, and zero stickiness. #Kbeauty #SkincareRoutine #GlassSkin
• •Hey beauty lover, great skin days are ahead! For a limited time, receive a free hydrating sheet mask with any order over €80. It's our way of saying thank you for being part of the Balmglam family. Treat yourself!
• •Tired of breakouts? We get it. The COSRX Advanced Snail 92 All in One Cream is a fan-favorite for a reason. It helps repair the skin barrier, calm inflammation, and fade acne scars. Your journey to clearer skin starts here.
• •Retinol, Niacinamide, Vitamin C... with so many amazing ingredients out there, how do you know which ones to combine? Don't worry, we've got you covered. In this guide, we're breaking down exactly how to layer your skincare actives to get the best results without irritation.