Brand Tone

Aspirational, entrepreneurial, and community-focused.

Brand Values

• •Passion
• •Innovation
• •Quality
• •Opportunity & Growth
• •Collaboration & Teamwork

Best Practices

• •Balance Product and Opportunity: While the business opportunity is key, leading with product benefits and quality builds broader customer trust. Ensure marketing materials have a healthy mix of both messages.
• •Emphasize Empowerment Through Entrepreneurship: Frame the consultant role not just as a "job" but as an act of personal empowerment and business ownership. Use words like "build," "create," "lead," and "your business."
• •Showcase the Community: Use authentic testimonials and stories from successful consultants. Highlighting real people and their journeys reinforces the "family" and "teamwork" values.
• •Maintain a Premium & Aspirational Aesthetic: The visual branding on social media and websites should always reflect the "affordable luxury" positioning. Use high-quality imagery, clean design, and a sophisticated color palette.
• •Be Transparent to Build Trust: While highlighting success, it's crucial to address the MLM model transparently to counter skepticism. Focus on the value of selling real, high-quality products and provide clear information about how the business works, as seen on some distributor sites.

Social Perception

Highly polarized, largely defined by its MLM business model. Positive perception views it as a source of high-quality, affordable products and a legitimate financial opportunity with a supportive community. Negative perception criticizes the ethics and sustainability of the MLM structure, with some accusing it of being a pyramid scheme, and raises concerns about product quality and transparency.

Copy Examples

• •Indulge in the essence of Italian luxury, without the extravagant price tag. Our scents are crafted with 30% essence for a rich, lasting impression. Discover your signature fragrance today and define your elegance.
• •Are you ready to be your own boss? Turn your passion for beauty into a thriving business. Join the Chogan family and gain the tools, support, and community you need to build the life you've always dreamed of. Your journey to success starts now.
• •Crafted in Italy, inspired by the best. We believe in quality you can feel and luxury you can afford. From premium fragrance essences to innovative skincare, experience the Chogan difference. Excellence is our promise.
• •It's more than just beauty products; it's a movement. Welcome to a community of passionate entrepreneurs who uplift and empower each other every day. Share your success, learn from the best, and grow with us. #ChoganFamily
• •Don't just chase your dreams arashwear them. Our latest collection is for the go-getters, the innovators, and the creators. Elevate your everyday and step into a world of endless possibilities. This is luxury, redefined.