Brand Tone

Educational & Informative, Professional & Authoritative, Caring & Empathetic, Results-Oriented & Efficacious, Direct & Clear

Brand Values

• •Education
• •Personalization
• •Human Touch & Connection
• •Skin Health over "Beauty"
• •Efficacy & Innovation
• •Professional Integrity
• •Clean & Responsible

Best Practices

• •Prioritize Education: Always aim to inform and empower the consumer. Explain the 'why' behind product recommendations and skincare advice, referencing skin health principles.
• •Maintain a Professional yet Accessible Voice: Use clear, scientifically-accurate (where appropriate) language but avoid overly technical jargon that could alienate the average consumer. The tone should be that of a knowledgeable, trusted expert who is also approachable.
• •Emphasize Personalization and Solutions: Frame product benefits in terms of how they address specific, individual skin concerns. Highlight services like Face Mapping® to reinforce the tailored approach.
• •Focus on "Skin Health" not just "Beauty": Steer clear of language that promises miraculous transformations or plays on insecurities. Instead, focus on achieving and maintaining healthy, resilient skin.
• •Be Authentic and Values-Driven: Let the core brand values (education, personalization, human touch, efficacy, clean formulations) shine through in all communications. If a product is free from certain ingredients, explain why that matters for skin health.

Social Perception

Trusted & Respected, High Quality & Effective, Professional & Knowledgeable, Loyal Customer Base, Consultative Approach Valued, Aspirational yet Accessible

Copy Examples

• •Headline: Your Skin, Uniquely Understood. Our Science, Your healthiest Skin. Body: At Dermalogica, we don't just see skin; we understand its unique language. Rooted in education and driven by results, our professional-grade formulas are prescribed for your specific needs. Discover the Dermalogica difference. Start with your personalized Face Mapping® analysis today.
• •Social Media Post (Instagram - with an image of a glowing face): Unlock your skin's potential. Our expert-developed treatments go beyond the surface to deliver lasting health and visible results. Because we believe healthy skin is your best skin. What are your skin goals? Share below! #DermalogicaDE #SkinHealth #ProfessionalSkincare
• •Product Description Snippet (for a serum): This advanced serum, formulated with [Key Ingredient A] and [Key Ingredient B], is clinically proven to target [Specific Concern] while strengthening your skin's natural barrier. Free from artificial fragrances and colors. Because what we leave out is as important as what we put in. Experience targeted care, experience Dermalogica.
• •Email Subject Line: Education Empowers: Your Guide to [Seasonal Skin Concern] Email Body Snippet: As the seasons change, so do your skin's needs. Our latest guide, curated by Dermalogica skin therapists, offers expert insights and personalized tips to help you maintain optimal skin health through [Season]. Learn more and adapt your routine for a radiant complexion, always.
• •Website Banner for a New Product: Innovation for Your Skin Health. Discover [New Product Name] – our latest breakthrough, merging cutting-edge science with potent, skin-loving ingredients. Personalized for you, by the experts you trust. #DermalogicaInnovation