Brand Tone

Aspirational, confident, and efficient. It is sophisticated yet clear, focusing on scientific results, expertise, and reliability. The tone is polished and inspirational, evoking freedom and adventure.

Brand Values

• •Innovation and Performance
• •Simplicity and Convenience
• •Quality and Natural Ingredients
• •Freedom and Adventure
• •Customer-Centricity

Best Practices

• •Lead with the Destination, Not Just the Product: Frame the copy around the context of travel. Use words like "journey," "arrival," "destination," and "globetrotter" to consistently reinforce the brand's core identity.
• •Emphasize Efficiency and Multi-Functionality: The modern traveler values time and space. Always highlight how products are "multi-tasking," "all-in-one," or "cabin-friendly" to appeal to this mindset of convenience and high performance.
• •Maintain a Confident and Authoritative Tone: Use direct, declarative sentences that convey expertise. Back up claims with mentions of awards, scientific backing ("bio-affinity," "anti-pollution"), and the unique testing process (e.g., "tested by pilots").
• •Use Aspirational and Evocative Language: Connect with the feeling of freedom and adventure that travel represents. Use phrases like "Face with a View" and "Head in the Clouds" to create an emotional link that goes beyond the product's functional benefits.
• •Keep it Clean and Uncluttered: Mirror the minimalist aesthetic of the packaging and website in the copy. Avoid jargon where possible, and when using technical terms, ensure they communicate a clear benefit. The copy should be as sleek and efficient as the products themselves.

Social Perception

Perceived as a niche, premium, and innovative indie brand. Highly regarded by frequent travelers for its reliable and effective skincare. Its numerous awards solidify its reputation for quality and innovation. Seen as a luxury and trusted travel partner, with strong positive customer reviews, indicating a powerful positive perception within its target market.

Copy Examples

• •Your office is 40,000 feet in the air. Your skincare should work at the same altitude. Arrive as refreshed as you were at takeoff. #Cotarde #SkincareForTravelers #ReadyForLanding
• •Meet your first-class ticket to renewed skin. This concentrated cream is a multi-tasking regenerator, engineered to combat in-flight dryness and environmental stressors. Its bio-affinity formula deeply hydrates and boosts collagen, ensuring your skin looks smooth and feels revitalized, no matter the time zone.
• •Your Essential Carry-On for Flawless Arrivals.
• •Effortless Skincare, From Takeoff to Touchdown. Don't let travel compromise your skin. Our award-winning formulas, now in a convenient travel set, are designed for the modern globetrotter. Tested by pilots, loved by jet-setters. Experience the Cotarde difference on your next journey.
• •High-Performance Skincare. Engineered for the Altitude, Designed for the Destination. Shop the Traveler's Edit.