Brand Tone

Playful & Fun, Approachable & Friendly, Aspirational & Cool, Caring & Purpose-Driven, Confident & Trustworthy, Nostalgic

Brand Values

• •Health & Safety
• •Enjoyment & Feel-Good Experience
• •Clean & Conscious
• •Efficacy & Quality
• •Community & Connection
• •Philanthropy
• •Transparency
• •Sustainability

Best Practices

• •Embrace the "Feel-Good" Factor: Every piece of copy should evoke a sense of joy, comfort, and positivity associated with being in the sun safely. Use uplifting and sensory language.
• •Stay Approachable and Authentic: Write as if you're talking to a friend. Avoid overly technical jargon unless explaining a specific benefit (like "EWG Verified"). Share the brand story and mission genuinely.
• •Highlight the "Why": Continuously weave in the mission to end skin cancer and the philanthropic aspect. This adds depth and resonates with conscious consumers.
• •Keep it Clean and Modern: Mirror the product's clean ingredients and modern aesthetic in the language – clear, concise, and stylish.
• •Inject Playfulness and Nostalgia (where appropriate): Don't be afraid to use lighthearted humor or tap into the fun, retro vibes the brand sometimes channels, especially on more informal platforms like TikTok or Threads.

Social Perception

Highly Positive, Trusted, Chic & Desirable, Effective & Reliable, Mission-Driven Appreciation, Good Value (for many)

Copy Examples

• •Headline: Don't just endure sunscreen. Enjoy it. Body: Bask is sunscreen you'll actually *want* to wear. Our lightweight, non-greasy formulas glide on, smell amazing, and keep you protected while you soak up the good times. Feel good in your skin, feel good in the sun. Call to Action: Discover Your Feel-Good SPF.
• •Headline: Sunscreen so good, it’s (almost) a vacation in a bottle. Body: Remember when sunscreen was fun? We do. Bask brings back that carefree feeling with modern, clean formulas that protect your skin without the sticky, white mess. Just pure, joyful sun protection. Call to Action: Bask in the Moment.
• •Headline: Serious About Sun Safety. Serious About Feeling Good. Body: Founded with a mission to end skin cancer, Bask offers award-winning, reef-safe protection that’s as kind to your skin as it is to the planet. EWG Verified™ for your peace of mind. Call to Action: Protect Your Glow, Responsibly.
• •Headline: Finally. A Sunscreen That Plays Well With Your Skin (And Makeup!). Body: Meet your skin's new best friend. Our Daily Invisible Gel SPF 40 is fragrance-free, velvety smooth, and doubles as the perfect makeup primer. All-day protection, zero white cast, just happy, healthy skin. Call to Action: Try the Invisible Difference.
• •Headline: More Sunshine, Less Worry. Body: We believe sun protection should be a celebration, not a chore. That's why we created Bask – to inspire more fun under the sun, safely. Every purchase helps us fight skin cancer. Call to Action: Join the Baskforce & Shine On.