Brand Tone

Informative & Scientific, Reassuring & Trustworthy, Empowering & Results-Oriented, Clean & Conscious

Brand Values

• •Efficacy
• •Safety & Purity
• •Transparency
• •Customer Trust & Satisfaction
• •Inclusivity

Best Practices

• •Prioritize Clarity and Information: Always explain the 'how' and 'why' behind product benefits, referencing key ingredients and their actions, especially the absence of controversial ones. This reinforces the scientific and trustworthy aspects of the brand.
• •Emphasize Safety and 'Clean' Aspects: Consistently highlight that products are hydroquinone-free, paraben-free, sulfate-free, cruelty-free, and vegan. This appeals to health-conscious and ethically-minded consumers.
• •Showcase Real Results and Testimonials: Use customer success stories, before-and-after images (with permission), and quotes to build credibility and an empowering narrative. Focus on the confidence boost that comes with improved skin.
• •Maintain a Reassuring and Confident Voice: Reflect the brand's 20+ years of experience and dermatologist recommendations to instill trust. Use language that is supportive and understanding of skin concerns.
• •Be Inclusive in Language and Imagery: Ensure messaging and visuals resonate with people of all skin types and tones, reinforcing the 'suitable for all' claim.

Social Perception

Positive for Efficacy (especially Meladerm), Appreciation for 'Clean' Formulation, Concerns about Price, Mixed Reviews/Results Not Universal, Trustworthy Brand, Growing TikTok Engagement

Copy Examples

• •Headline: Reveal Your Radiance. Naturally. Body: Tired of stubborn dark spots? Our clinically effective Meladerm, formulated without hydroquinone or parabens, gently diminishes hyperpigmentation to unveil your naturally bright, even skin tone. Trusted by over 500,000 customers for real results. Call to Action: Discover the Civant difference.
• •Headline: Confidence in Your Skin Starts Here. Body: For over 20 years, Civant has been dedicated to science-backed skincare that’s both clean and effective. Address dark spots, fine lines, and uneven tone with formulas you can feel good about. Vegan, cruelty-free, and made for all skin types. Call to Action: Shop your solution.
• •Headline: The Science of Brighter Skin. The Purity You Deserve. Body: Don't compromise on ingredients. Civant’s Meladerm uses a potent blend of natural extracts and clinically proven actives like Alpha Arbutin and Kojic Acid to safely and effectively target discoloration. See why dermatologists recommend us. Call to Action: Learn more about our ingredients.
• •Headline: Real People. Real Results. Your Best Skin Awaits. Body: Join thousands who’ve rediscovered their confidence with Civant. Our customer testimonials and before-and-afters speak for themselves. Experience the power of gentle, effective skincare designed to bring out your inner glow. Call to Action: See the transformations.
• •Headline: Simplify Your Routine. Amplify Your Glow. Body: Achieve a clearer, more luminous complexion with Civant's targeted solutions. From our best-selling Meladerm to our complete daily care kits, we offer everything you need for healthy, radiant skin – free from harsh chemicals. Call to Action: Build your clean skincare regimen.