Brand Tone

Youthful & Trendy, Confident & Empowering, Approachable & Friendly, Innovative & "Magical", Clean & Fresh

Brand Values

• •Effectiveness & Quality
• •Natural Beauty Enhancement
• •Self-Expression & Confidence
• •Skin-Friendliness
• •Innovation

Best Practices

• •Know Your Audience, Speak Their Language: Understand the demographic (youthful, beauty-conscious) and use language, emojis (judiciously), and references that resonate with them (e.g., TikTok trends, relatable skin concerns).
• •Focus on Benefits, Not Just Features: Instead of just saying "oil-absorbing," say "Keeps your face matte and shine-free through morning classes and late-night scrolls." Connect product features to real-life benefits and feelings (confidence, readiness).
• •Embrace Authenticity and Relatability: Use user-generated content, testimonials, and a conversational tone. Acknowledge common beauty struggles (like oily skin) and position CHILLAB as the understanding solution.
• •Maintain Visual and Textual Cohesion: Ensure the copy's tone aligns with the brand's visual identity (clean, modern, fresh, often with lavender accents). If the visuals are playful, the copy can be too. If they are chic, the copy should have an element of sophistication.
• •Be Consistent Across All Platforms, Yet Adaptable: While the core brand voice (youthful, confident, effective) should remain the same, adapt the specific style and length of the copy to the platform. TikTok captions might be shorter and more trend-focused, while website copy can be more detailed about benefits and ingredients. Regularly review content to ensure it aligns with the established tone.

Social Perception

Effective for Oily Skin, Trendy & Viral, Good Quality but Sometimes Pricey, Aesthetic Appeal, Inclusive

Copy Examples

• •✨ Ditch the Shine, Not Your Glow! ✨ Tired of that midday oil slick? Our Lavender Matte Powder is your new BFF. Get that flawless, "I woke up like this" matte finish that lasts all day. No cake, just confidence. 😉 #CHILLAB #MatteMagic #OilControlHero
• •Your Secret Weapon for Perfect Skin? Revealed. CHILLAB's Lavender Matte Powder isn't magic, but it's close! Blur pores, control shine, and keep your makeup on point from AM to PM. Gentle on skin, tough on oil. 💜 #FlawlessFinish #ViralBeauty #ChillVibesOnly
• •Meet Your Matte Made in Heaven. ☁️ Say HELLO to breathable, lightweight oil control! Our unique gel-like powder melts into your skin for a natural, shine-free look. All skin tones welcome. Get ready for your close-up! #CHILLABBeauty #NoFilterNeeded #SkinConfidence
• •Level Up Your Look. Effortlessly. Why choose between a flawless finish and happy skin? With CHILLAB, you get both. Our skin-loving formulas enhance your natural beauty while keeping oil in check. Express yourself, confidently. 💖 #BeautyYourWay #CHILLABGlowUp #MakeupThatCares
• •That CHILLAB Effect: Fresh, Matte, Flawless. All. Day. Long. Join the thousands obsessed with our Lavender Matte Powder! Tap away shine, blur imperfections, and let your true beauty radiate. Ready to #StayChill and look amazing? 💯 #TikTokMadeMeBuyIt #HolyGrailMakeup #CHILLABOfficial