Brand Tone

Authoritative, Clinical, and Reassuring

Brand Values

• •Efficacy
• •Simplicity
• •Transparency & Education
• •Luxury
• •Consistency

Best Practices

• •Lead with Science, Support with Luxury: Always ground claims in scientific evidence and proven ingredients. Use terms like 'clinically proven,' 'dermatologist-led,' and 'active ingredients,' but describe the user experience with words like 'effortless,' 'luxurious,' and 'reassuring'.
• •Emphasize Simplicity and Order: Consistently refer to the 'AM,' 'PM,' and 'Weekly' protocols. Frame the brand as the solution to 'skincare confusion' and the antidote to 'overcomplicated routines'.
• •Use an Authoritative and Educational Voice: Write with the confidence of a medical expert. Pose questions that address common skincare problems and provide clear, direct answers. Educate the audience on why certain ingredients are used and how consistency is key.
• •Maintain a Clean and Minimalist Aesthetic: Ensure all visual and written content is uncluttered, sophisticated, and direct. The copy should be as clean and straightforward as the product formulations.
• •Focus on 'The Routine' Over Individual 'Magic' Products: While highlighting individual product benefits, always bring the message back to the power of the complete, synergistic system. The goal isn't to sell one item, but to convert customers to the Decree philosophy of consistent, simplified care.

Social Perception

Decree is perceived as a high-end, trustworthy, and effective skincare brand for those who are serious about their skin health but overwhelmed by the market's complexity. Customers see it as an investment that simplifies their routine while delivering professional-level results at home. The association with a credible medical professional (Dr. Sturnham) is a significant factor in its positive reputation. It is viewed as a premium, 'no-fuss' solution that combines luxury with dermatological science.

Copy Examples

• •Intelligent Skincare, Simplified. Doctor-led formulas for your best skin, every day.
• •Overwhelmed by 10-step routines? Dr. Anita Sturnham created Decree to deliver maximum results with minimal effort. Our Protect Elixir combines four serums in one for complete daytime defense. Smart, scientific, supportive. That's the Decree difference. #DecreeSkincare #SimplifySkincare #DoctorLed
• •Consider this your nightly skin reset in a bottle. Our Treat Tincture serum is therapeutically dosed with a gentle-but-powerful retinoid complex to enhance radiance, smooth fine lines, and firm skin as you sleep. Wake up to a visibly restored complexion. No confusion, just results.
• •Tired of guessing games? Your simplified skincare prescription is here.
• •Stop collecting products and start building a routine. Decree is the definitive, doctor-led skincare edit. Our streamlined AM and PM system delivers the essential, proven actives your skin needs to thrive—nothing more, nothing less. Experience the peace of mind that comes with a truly effective regimen.