Brand Tone

Empathetic and Understanding, Educational and Informative, Trustworthy and Authentic, Empowering and Celebratory, Professional yet Approachable

Brand Values

• •Inclusivity and Specialization
• •Health and Safety
• •Efficacy and Quality
• •Authenticity
• •Customer Empowerment
• •Naturality
• •Respect for Skin

Best Practices

• •Always Center the "Why": Remind copywriters of the founder's story and the brand's core mission to serve the unmet needs of women with pigmented skin. This empathetic and solution-oriented foundation should permeate all communications.
• •Educate, Don't Just Sell: Frame product descriptions and content around educating the consumer about their skin type, the benefits of specific (natural) ingredients, and how the products address particular concerns, while also warning against harmful practices like skin bleaching.
• •Use Empowering and Positive Language: Employ words and phrases that uplift, validate, and celebrate the beauty of Black and dark skin. Avoid language that implies "fixing" a flaw, and instead focus on "enhancing," "nourishing," "balancing," and "revealing" the skin's natural radiance.
• •Maintain Authenticity and Transparency: Clearly state the origin of the products (IN'OYA, France), the commitment to natural ingredients, and the clinically proven efficacy. Avoid hype or exaggerated claims.
• •Develop a "Voice Guide" with Key Phrases and "Do's and Don'ts": Include preferred terminology (e.g., "melanin-rich skin," "pigmented skin," "natural complexion") and phrases to avoid (e.g., "whitening," "lightening" unless specifically to contrast with the brand's mission). This ensures consistency across all writers and platforms, even if social media presence expands in the future.

Social Perception

As a Solution Provider, Trustworthy Distributor, Advocate for Healthy Skin Practices, Community-Focused (Potentially)

Copy Examples

• •Headline: Your Skin Tells a Story. Let Us Help You Cherish It. Body: Tired of "one-size-fits-all" skincare? At Beauté Hérins, we understand the unique needs of melanin-rich skin. Discover clinically proven, natural-origin solutions designed to nourish, protect, and celebrate your complexion—never to lighten it. Embrace the skin you're in. Call to Action: Explore our targeted treatments.
• •Headline: Finally. Skincare That Sees You. Body: The journey to happy, healthy skin can be frustrating. Our founder knows it firsthand. That's why Beauté Hérins brings you IN'OYA, dermo-cosmetics from France, specifically for black, dark, and mixed-race skin. Effective. Natural. Respectful. Call to Action: Find your perfect match – Take our 15-min free consultation!
• •Headline: Empowerment Through Education. Beauty Through Health. Body: We believe in empowering you with knowledge about your skin's specific needs and celebrating its natural beauty. Say no to harmful practices and yes to radiant, healthy skin with Beauté Hérins, your Canadian source for IN'OYA. Call to Action: Learn more about caring for pigmented skin on our blog.
• •Headline: From Paris, With Love for Your Skin. Now in Canada. Body: Beauté Hérins proudly distributes Laboratoire IN'OYA's renowned skincare in Canada. Authentic, effective, and rich in natural ingredients, these are the products your skin has been waiting for. Call to Action: Shop authentic IN'OYA products now.
• •Headline: Celebrate Your Hue. Naturally. Body: Don't just treat skin concerns—celebrate your unique beauty. Our curated IN'OYA range, with at least 90% natural-origin ingredients, is here to help you achieve a luminous, even complexion you'll love, while respecting its natural tone. Call to Action: Discover our bestsellers for radiant skin.