Brand Tone

Playful & Fun, Approachable & Friendly, Energetic & Youthful (evolving), Empathetic & Caring, Confident & No-Nonsense

Brand Values

• •Happiness & Joy
• •Efficacy & Results
• •Clean & Safe Ingredients
• •Cruelty-Free
• •Accessibility & Affordability
• •Environmental & Social Responsibility
• •Innovation

Best Practices

• •Know Your Audience (Deeply): Understand their lingo, their pain points, what makes them laugh, and what they value. For Bliss, this means balancing the playful with the informative, especially when addressing both younger users and the re-engaged elder millennial/Gen X demographic.
• •Develop a "Voice Bible": Create a comprehensive guide that outlines the brand's personality traits (e.g., playful, caring, confident), a list of "do" and "don't" words/phrases, preferred emoji usage, and examples of on-brand copy for different scenarios. This ensures everyone writing for the brand is aligned.
• •Be Authentic to Your Values: Let your core values (like happiness, clean beauty, cruelty-free, efficacy) shine through in the language. If you're "unapologetically happy," let that joy infuse the copy naturally.
• •Adapt Tone to Context, Not Voice: While the overall brand *voice* (personality) should remain consistent, the *tone* can adapt. For instance, a product launch might be more exuberant, while addressing a customer concern might be more empathetic and serious, as Bliss demonstrated during the BLM protests. The underlying playful, caring essence of Bliss should still be recognizable.
• •Consistency Across All Channels: Ensure the tone is consistent whether it's on the website, an Instagram caption, a TikTok video script, email marketing, or even customer service responses. Regular audits of content across platforms can help maintain this consistency.

Social Perception

Reliable brand for effective, affordable, and enjoyable skincare that is also ethical (cruelty-free, clean ingredients). The spa-heritage lends credibility. The bright, fun branding is appealing. Recent campaigns targeting an older demographic seem to be resonating with those who appreciate a focus on adult skincare needs with a relatable, humorous touch.

Copy Examples

• •Remember mixtapes and dial-up? Your skin doesn't have to. Our [Product Name] is like a reboot for your face – serious results, zero drama. Get ready to tell fine lines, 'Talk to the hand!'
• •Life’s complicated, your skincare shouldn’t be. Drench your skin in a wave of calm with our [Product Name]. Pure, gentle hydration for that 'just left the spa and I’m glowing' feeling, every single day. You deserve this bliss.
• •Wakey wakey, skin so glowy! Kickstart your day with a burst of [Key Scent/Ingredient] joy. Our [Product Name] body wash isn’t just cleansing – it’s a full-on shower party for one. Get ready to feel fabulous!
• •We get it. Sensitive skin can be a journey. Our [Product Name] cleanser is your calm in the storm – powerfully effective against impurities, yet angelically gentle. Clean, happy skin is just a wash away.
• •No time for a 10-step routine? No problem. Slap on our [Product Name] mask for 10 minutes of 'me-time' that actually works. Spa-powered results that fit into your wonderfully chaotic life. Boom. Blissed.