Brand Tone

professional, educational, and results-oriented. This is consistently reflected across their website and social media platforms. They aim to empower consumers with knowledge about skin health. While professional, the tone also carries elements of being caring, supportive, and approachable

Brand Values

• •Education
• •Personalization/Customization
• •Skin Health over "Beauty" or "Glamour"
• •Efficacy and Professional-Grade Formulas
• •Clean and Conscious Formulations
• •Human Touch and Connection
• •Sustainability

Best Practices

• •Prioritize Education: Frame copy around educating the consumer about their skin and how the products work. Use clear, informative language rather than just superlatives.
• •Emphasize Personalization: Highlight the customized approach to skincare. Encourage consultations, skin analysis, and finding the right products for individual needs.
• •Focus on "Skin Health" not just "Beauty": Shift the narrative from aesthetic-only benefits to the overall health and well-being of the skin. Talk about solving concerns and achieving long-term skin fitness.
• •Be Authoritative but Approachable: Convey expertise and the scientific backing of the products, but maintain a supportive and understanding tone that doesn't intimidate the consumer.
• •Ingredient Transparency and Benefit-Driven Language: Clearly communicate the key ingredients and, more importantly, the tangible benefits they provide for the skin, avoiding overly technical jargon where possible or explaining it simply.

Social Perception

reputable, trusted, and effective skincare brand by both consumers and skin professionals in Singapore

Copy Examples

• •Unlock Your Healthiest Skin. Our professional-grade formulas, personalized by expert skin therapists, deliver visible results. Start your journey to confident skin today with a complimentary Face Mapping® analysis.
• •Beyond the hype. Beyond the fads. Just proven ingredients and expert knowledge dedicated to your skin's optimal health. Discover the Dermalogica difference. #SkinHealth #ProfessionalSkincare
• •Sensitive skin? Stressed skin? We understand. Our clean formulas are free from common irritants and packed with potent botanicals to calm, soothe, and restore. Let our experts guide you to your calmest complexion yet.
• •Education is the foundation of healthy skin. Learn what your skin truly needs with our expert resources and personalized advice. Empower yourself with knowledge, empower your skin. Visit our blog for the latest insights.
• •Real results aren't made with miracles, they're made with science and expertise. Experience the transformative power of Dermalogica and see why professionals worldwide trust us with their clients' skin.