Brand Tone

Empathetic & Reassuring, Informative & Educational, Positive & Uplifting, Community-Oriented, Approachable & Modern

Brand Values

• •Effectiveness & Results-Driven
• •Natural & Gentle Solutions
• •Body Positivity & Confidence
• •Transparency
• •Customer-Centricity

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (e.g., empathetic, informative, uplifting), key messaging points, "do's and don'ts" for language, and preferred terminology. Share this with anyone creating content.
• •Always Prioritize the Customer's Problem/Desire: Frame copy around how Crystl's products solve a specific pain point (like ingrown hairs) or help achieve a desired outcome (smooth, confident skin). Use "you" and "your" frequently.
• •Emphasize Gentleness and Natural Ingredients: Consistently highlight the skin-friendly nature of the products, appealing to those with sensitive skin or a preference for natural solutions.
• •Incorporate Social Proof and Community Language: Regularly use testimonials, user-generated content, and phrases that foster a sense of community (e.g., "Join the Crystl family," "Our community loves...").
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy aligns with the visual elements used on the website and social media. Clean, bright visuals should be paired with clear, positive, and informative text. Regularly review all content to ensure it aligns with the established tone.

Social Perception

Problem-Solver, Trustworthy (for many), Innovative (within its niche), Aspirational yet Achievable, Community-Focused

Copy Examples

• •Headline (Product Page): "Tired of Strawberry Legs? Reveal Your Smoothest, Glowiest Skin Yet. ✨"
• •Social Media Post (Instagram): "Real results from our Crystl community! 💖 Say goodbye to stubborn ingrowns and hello to confidence. Our [Product Name] is packed with natural exfoliants to gently soothe and smooth. Swipe to see the magic! #CrystlSkin #IngrownHairSolution #SmoothSkinJourney"
• •Email Subject Line: "Your Secret to Silky, Irritation-Free Skin is Inside..."
• •Product Description Snippet: "Crafted with a blend of [Key Ingredient 1] and [Key Ingredient 2], our [Product Name] works harmoniously with your skin, not against it. Experience gentle yet powerful exfoliation that visibly reduces bumps and redness, leaving your skin feeling calm and looking radiant."
• •Website Banner Text: "Unlock Your Skin's Natural Radiance. Gentle, Effective Care for a Confident You."