Brand Tone

Approachable & Friendly, Empowering & Positive, Educational & Informative, Candid & Relatable, Inclusive

Brand Values

• •De-stigmatization & Normalization
• •Education
• •Clean & Safe Ingredients
• •Self-Acceptance & Empowerment
• •Community
• •Transparency

Best Practices

• •Speak Like a Friend, Not a Corporation: Use "you" and "we" to foster connection. Keep language conversational, warm, and avoid overly formal or technical jargon unless explaining a concept simply. Ask questions to engage the audience.
• •Embrace Imperfection & Normalize: Continuously reinforce that things like acne, periods, and body hair are normal. Use inclusive language and imagery. Share relatable struggles alongside solutions. The hashtag #ItsBlumingNormal should be a guiding principle.
• •Educate, Don't Just Sell: Frame product benefits within a larger context of education and empowerment. Explain the 'why' behind ingredients or routines. Position Blume as a knowledgeable resource.
• •Be Genuinely Positive & Uplifting: Focus on solutions, self-love, and progress, not problems or shame. Even when discussing challenges, the underlying message should be hopeful and supportive.
• •Maintain Consistency Across All Channels: While the format might differ (e.g., a TikTok video vs. a blog post), the core voice, values, and key messages should remain consistent. Create a simple style guide or voice document that can be referenced.

Social Perception

Blume is generally perceived very positively by its target audience (primarily Gen Z and younger millennials). It's seen as an authentic brand that genuinely cares about its customers' well-being beyond just selling products. Customers feel understood and validated by Blume's messaging, particularly around issues that are often sources of insecurity. The brand is considered trustworthy due to its emphasis on clean ingredients and educational content. It's viewed as a refreshing alternative to traditional beauty brands that may promote unrealistic standards. The community aspect is strong, with many users feeling like they are part of a supportive movement. Products like Meltdown Oil have gained a cult following due to perceived effectiveness.

Copy Examples

• •Pimple popping up? Don't stress it, treat it. Meltdown is your gentle-yet-mighty BFF for those 'ugh' skin moments. Because breakouts are normal, and so is feeling good in your skin. #ItsBlumingNormal
• •Real talk: self-care isn't always bubble baths and face masks. Sometimes it's just being kind to yourself on a tough day. We're here for ALL of it. What’s one small way you’re caring for yourself today?
• •Period talk shouldn't be hush-hush. Got questions about your cycle? Cramp remedies that actually work? We’re spilling the tea (and the science!) over on our blog, 'The Regulars'. Link in bio to learn with us!
• •Seeing your #BlumeGlowUps seriously makes our day! ✨ Keep sharing your journeys, your wins, and even your 'meh' skin days. We're all in this together. Tag us @blume to be featured!
• •No mysteries here, just good-for-you ingredients. We believe you deserve to know exactly what you're putting on your skin. Clean, effective, and always kind. That's the Blume way.