Brand Tone

Approachable and Friendly, Educational and Informative, Trustworthy and Science-Backed, Youthful and Modern, Supportive and Empowering

Brand Values

• •Simplicity
• •Efficacy
• •Gentleness
• •Transparency
• •Accessibility
• •Sustainability and Ethics
• •Community

Best Practices

• •Know Your Audience Deeply: Understand Gen Z's language, what resonates with them (authenticity, simplicity, ethical values), and their pain points (breakouts, confusing routines).
• •Emphasize Simplicity and Clarity: Avoid jargon. Explain product benefits and routines in a straightforward, easy-to-understand manner. The message "no skin expertise required" should be a guiding principle.
• •Balance Friendliness with Authority: While being approachable, always subtly reinforce the science-backed, dermatologist-approved nature of the products to build trust and credibility.
• •Be Educational and Empowering: Position content not just as a sales pitch, but as helpful advice that empowers users to take control of their skin health. Use the "skin school" approach across platforms.
• •Stay True to Core Values: Consistently weave in messages about sustainability, ethical practices (vegan, cruelty-free), and the brand's mission to protect and prevent skin issues. This reinforces brand identity and appeals to value-driven consumers.

Social Perception

Positive for Target Audience, Credible, Relatable and Modern, Ethically Conscious Choice, Emerging Brand

Copy Examples

• •Instagram Post (Image: Young person smiling, holding Coats Skin cleanser): Skincare doesn't need to be complicated. ✨ Our Gentle Hydrating Cleanser is your first step to happy, healthy skin. Dermatologist-approved, kind to your skin barrier, and ready to tackle the day (and impurities!) with you. #CoatsSkin #SimpleSkincare #HealthySkinJourney
• •TikTok Video Script (Voiceover, upbeat and friendly): Tired of breakouts and confusing routines? 🙋‍♀️ Meet your new BFFs! Our 3-Step Skinsentials are designed to protect, prevent, and keep your skin glowing – no drama, just results. Science-backed, teen-approved. 😉 #CoatsTikTokTrials #SkincareMadeEasy #GenZSkincare
• •Website Banner (Headline for a new product): Introducing the Glow Intensifying Cream Serum! 🍊 Packed with Vitamin C & Hyaluronic Acid to hydrate and brighten, because your skin deserves to feel as good as it looks. Gentle, effective, and always vegan. #CoatsGlowUp #ScienceBackedSkincare
• •Email Newsletter Subject Line: Unlock Your Best Skin Yet (It's Simpler Than You Think!) 😉 Body Snippet: Hey [Name], at Coats Skin, we believe great skincare should be easy and effective. Our dermatologist-approved formulas are here to support your skin's health, keeping it hydrated and clear. Ready to simplify your routine and see the difference? [Link to Shop]
• •Facebook Ad (Targeting students): Ace your skincare game! 🎓 Coats Skin offers simple, effective routines for busy students. Keep breakouts at bay and your skin barrier strong with our gentle, dermatologist-approved products. Join our Campus Skinsiders for perks! #StudentSkincare #CoatsSkinCampus #ClearSkinConfidence