Brand Tone

Clinical yet Accessible

Brand Values

• •Scientific Efficacy
• •Simplicity and Clarity
• •Customer-Centric and Caring
• •Local Premium Quality

Best Practices

• •Lead with Science, Follow with Reassurance: Always ground product descriptions in scientific terms (e.g., "formulated with Hyaluronic Acid," "broad-spectrum protection"). Immediately follow up with the tangible, relatable benefit (e.g., "for a plump, healthy appearance," "without leaving a white cast").
• •Embrace "The Power of Combination": Use this phrase from the brand's story to explain product formulations. Highlight how two or more key ingredients work better *together* in a Dermacy Labs product than they would alone. This becomes a unique selling proposition.
• •Maintain the "Expert Who Cares" Voice: Even when being scientific, the language should feel supportive and empowering, not cold or detached. Use phrases like "we're here for you," "thoughtful as her love," and "your skin will thank you" to build a caring persona.
• •Keep it Simple and Direct: Avoid jargon where possible. The brand's mission is to simplify skincare. The copy should reflect this by being clear, direct, and easy to understand. Use bullet points to break down benefits and ingredients for easy reading.
• •Segment Tone by Platform: Maintain the core "Clinical yet Accessible" tone everywhere, but adapt its expression. Keep website and email copy more formal and educational. On social media like TikTok and Instagram, lean into a more personal, visual, and community-oriented tone, using questions, user-generated content, and relatable trends.

Social Perception

Generally positive, with customers and influencers praising tangible results like improved hydration and 'glowy' skin. Perceived as modern and engaged on social media, effectively using influencer marketing. Products like sunscreen are highlighted for specific benefits (no white cast). Reputation is solid within its localized market, with no significant negative feedback.

Copy Examples

• •Science, simplified. Our Hydro-Filler Face Cream combines the proven power of Hyaluronic Acid and Collagen to deliver deep hydration without the weight. It’s not magic, it’s expertise. Formulated by scientists who care about your skin. #DermacyLabs #ScienceOfSkin #Hydration
• •Tired of Complex Skincare Routines? Get straight to the results. Dermacy Labs was created by scientists to take the guesswork out of skincare. Our Peeling Solution, powered by a balanced blend of AHA and BHA, gently exfoliates to reveal brighter, smoother skin in just 10 minutes. Effective, straightforward, and made with integrity. Shop now for 20% off your first order. Shop Now
• •BY EXPERTS WHO CARE. Potent formulas. Simplified routines. Uncomplicated results. Discover the science of beautiful skin.
• •What's the difference? 🤔 We combined AHA & BHA in our Peeling Solution so you get the best of both worlds. #Skincare101 #DermacyLabs #PeelingSolution #BeautyTok
• •Your Weekly Dose of Radiance is Here.