Brand Tone

Informative, Educational, Approachable, Friendly, Caring, Nurturing, Authentic, Transparent, Aspirational yet Accessible

Brand Values

• •Efficacy
• •Gentleness & Safety
• •Education
• •Accessibility
• •Customer-centricity
• •Passion for Skincare

Best Practices

• •Prioritize "You" over "We": Focus copy on the customer, their needs, their problems, and how the products benefit *them*. (e.g., "Your skin will feel..." instead of "We created a product that...")
• •Educate, Don't Just Sell: Weave in skincare tips, ingredient explanations, and routine advice naturally within product descriptions and social media posts. This builds trust and positions the brand as an expert.
• •Use Warm and Encouraging Language: Employ words like "discover," "reveal," "nurture," "embrace," "glow," "journey." Avoid overly technical jargon unless clearly explained. Keep a positive and supportive tone.
• •Maintain Clarity and Simplicity: While informative, ensure the language is easy to understand. Skincare can be complex, so break down concepts into digestible pieces. Be transparent about ingredients and their functions.
• •Be Responsive and Conversational in Interactions: When replying to comments or messages, maintain the friendly, helpful, and caring tone. Address customers by name if possible and show genuine interest in their queries or feedback.

Social Perception

Positive for Product Quality, Trusted for K-Beauty Expertise, Appreciated for Customer Service, Seen as a "Gentle" Brand, Aesthetic Appeal

Copy Examples

• •Tired of harsh cleansers that strip your skin? Our Soothing Cloud Cleanser gently melts away impurities while nourishing with calming Centella Asiatica. Reveal a soft, balanced complexion, naturally. Your skin will thank you.
• •Decode your skincare routine! ✨ Wondering where essence fits in? Think of it as a hydration booster post-toning, prepping your skin to soak up all the goodness from your serums and moisturizers. Learn more on our blog!
• •Unlock your glow from within. Our Vita-Boost Serum, packed with powerful antioxidants and Vitamin C, fights dullness and evens skin tone for that radiant K-beauty luminosity. Healthy, glowing skin is achievable.
• •We LOVE seeing your #DearskinJourney! 🥰 Share a selfie with your favorite Dearskin product and tell us what you love about it. You might just be featured on our page! Let's glow together.
• •Struggling with unexpected breakouts? Our Rescue Spot Treatment is formulated with Tea Tree and Salicylic Acid to gently yet effectively calm inflammation and speed up healing. Target blemishes without drying out your skin.