Brand Tone

Informative & Educational, Professional & Trustworthy, Caring & Gentle, Approachable

Brand Values

• •Quality & Efficacy
• •Innovation
• •Adaptation to Local Needs
• •Health & Well-being
• •Sustainability & Ethical Practices
• •Tradition & Expertise

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the brand's tone (e.g., professional yet approachable, informative, caring), key messaging points, "words we use," and "words we avoid." Share this with everyone who creates content.
• •Prioritize Clarity and Information: Given the dermo-cosmetic nature, ensure copy is clear, provides necessary information about ingredients and benefits, and avoids making unsubstantiated claims. Focus on education.
• •Emphasize Benefits for Brazilian Consumers: Continuously highlight how products are suited to the local climate and skin/hair types, reinforcing the brand's understanding of its primary audience.
• •Integrate Values Naturally: Weave in mentions of cruelty-free, vegan, and sustainable aspects where relevant, rather than making them feel like an afterthought. This reinforces authenticity.
• •Maintain a Consistent Visual Identity: Ensure that the visual elements accompanying the copy (imagery, colors, fonts) align with the desired tone of conscious minimalism, professionalism, and care. This creates a cohesive brand experience.

Social Perception

Positive Customer Feedback, Trusted Brand, Conscious Choice, Associated with Dermatologists

Copy Examples

• •Instagram Post (New Product Launch): "Introducing our new Radiance Renewal Serum, meticulously formulated for Brazilian skin. Packed with Vitamin C and native botanical extracts, it targets hyperpigmentation and boosts luminosity. Because your skin deserves expert care, naturally. #Dermatus #SkincareScience #BrazilianBeauty #ConsciousCare"
• •Facebook Ad (Highlighting Values): "Over 40 years of dedication to your skin's health. At Dermatus, we combine dermatological expertise with a commitment to cruelty-free, sustainable practices. Discover formulas designed for Brazil, designed for you. Learn more and shop our vegan-friendly range. [Link] #DermatusBrasil #EthicalBeauty #DermoCosmetics"
• •Website Product Description (for a sensitive skin cleanser): "Gently purify and soothe your sensitive complexion with our SensiCalm Cleansing Lotion. Free from sulfates and parabens, this hypoallergenic formula, enriched with chamomile and calendula, effectively removes impurities while respecting your skin's natural barrier. Dermatologically tested for your peace of mind."
• •Email Marketing (Seasonal Skincare Tip): "As the seasons change, so do your skin's needs. Our lead dermatologist recommends incorporating a hydrating serum like our Revitalize Hyalupower Booster to combat dryness. Its advanced hyaluronic acid complex provides deep, lasting moisture. Explore more expert tips on our blog! #DermatusTips #HealthySkin"
• •Pinterest Pin (Visual of product texture with short text): "Indulge your skin. Our [Product Name] delivers [Key Benefit e.g., deep hydration] with a luxurious feel. Formulated with care in Brazil. #Dermatus #SkinLove #TextureTuesday"