Brand Tone

Caring, educational, and encouraging, with a simple, positive, and gentle approach.

Brand Values

• •Simplicity and Effectiveness
• •Safety and Gentleness
• •Education and Empowerment
• •Fun and Engagement
• •Confidence and Self-Acceptance

Best Practices

• •Speak to Both Audiences: Address both the parent (the purchaser) and the tween (the user). Use language that conveys safety, trust, and efficacy for the parent, while highlighting fun, ease-of-use, and confidence for the tween.
• •Maintain a Positive and Encouraging Tone: Avoid fear-based marketing. Instead of focusing on "fixing" flaws, frame the narrative around building healthy habits, self-care, and confidence.
• •Emphasize Simplicity and Safety: Consistently use keywords like "gentle," "simple," "safe," "natural ingredients," and "made for tweens" to reinforce the brand's core value proposition.
• •Tell the Brand Story: Weave the founder's story into the copy where appropriate. It adds a layer of authenticity and relatability that resonates with the target audience of parents.
• •Educate, Don't Just Sell: Use blog posts, social media captions, and product descriptions to educate parents and tweens about skincare ingredients and the unique needs of young skin. This builds trust and positions the brand as an authority in the tween skincare space.

Social Perception

Overwhelmingly positive, seen as trustworthy, safe, and age-appropriate. Customers praise gentleness and effectiveness. However, recent company closure has led to disappointment among loyal customers.

Copy Examples

• •Your Tween's First Skincare Routine Should Be Fun. And Gentle. Introducing your tween to skincare? Keep it simple. Our Aloe Skincare Bundle is designed to be effective, easy-to-use, and fun. No harsh ingredients, just happy, healthy skin.
• •Confidence Starts with Care. The tween years can be tricky. We're here to make one part easier. Be-Tween offers a gentle, simple skincare routine that helps your child build confidence and healthy habits for life.
• •From "Maskne" to Must-Have. Born from a mom's mission to find a safe solution for her kids' breakouts, Be-Tween is skincare that understands tween skin. Gentle, effective, and created with love.
• •More than Skincare, It's a Healthy Habit. Teach them the joy of self-care early. Our playful products, like the Aloe Cleansing Ball, turn skincare into a fun daily ritual they'll actually look forward to.
• •Safe for Their Skin. Peace of Mind for You. In a world of adult skincare trends, give your tween products made just for them. Our dermatologist-tested, parent-approved formulas are gentle, safe, and effective for young, changing skin.