Brand Tone

Authoritative and Credible, Educational and Informative, Approachable and Reassuring, Empowering and Confident, Caring and Realist

Brand Values

• •Scientific Efficacy and Expertise
• •Protection from Environmental Aggressors
• •Simplified and Streamlined Skincare
• •Ingredient Integrity and Safety
• •Aging Confidently/Gracefully
• •Customer-Centricity and Education
• •Family-Oriented
• •Transparency
• •Sustainability (Emerging)

Best Practices

• •Lead with Expertise, Speak with Clarity: Always ground claims in Dr. Loretta's dermatological expertise and scientific backing, but explain concepts in a way that is easily understood by the average consumer. Avoid overly technical jargon unless clearly defined.
• •Emphasize Protection as a Core Benefit: Consistently weave in the "four factors" (pollution, light, climate, irritants) into product descriptions and storytelling, highlighting how Dr. Loretta products offer a shield against these environmental aggressors.
• •Maintain a Reassuring and Empowering Voice: Focus on positive outcomes (healthy skin, confidence, aging gracefully) rather than fear-based messaging about aging. Position skincare as an act of self-care.
• •Be a "Skincare Realist": Acknowledge the daily challenges skin faces and present Dr. Loretta products as effective, straightforward solutions. Use testimonials and real-life examples where possible.
• •Reflect the Family-Run, Caring Ethos: While maintaining authority, infuse warmth and a sense of a trusted relationship, echoing the brand's family-run nature and dedication to customer well-being. Use "we" to connect with the audience and share the brand's passion.

Social Perception

Trusted and Credible, Effective Products, Good for Sensitive Skin, Focus on Protection, Accessible Luxury, Positive Brand Experience, Some Price Concerns, Rebrand Well-Received

Copy Examples

• •Headline: Defend Your Skin. Define Your Age. Body: "Your skin faces a daily battle against unseen environmental aggressors. Dr. Loretta, founded by a dermatologist with 40+ years of experience, offers clinically-proven skincare that shields your skin from pollution, blue light, and climate stressors. Embrace healthy, resilient skin—because you decide how you age."
• •Headline: The Science of Glow, Simplified. Body: "Tired of complicated routines and empty promises? Dr. Loretta delivers dermatologist-developed formulas packed with potent, proven actives. Our Intense Replenishing Serum, rich in Lipochroman® and skin-loving lipids, hydrates, protects, and restores your natural radiance. Real results, no confusion."
• •Headline: More Than Moisture: Environmental Armor for Your Skin. Body: "It's not just about hydration; it's about protection. Dr. Loretta's philosophy targets the four key factors of aging—pollution, light, climate, and irritants. Our Urban Antioxidant Sunscreen SPF 40 doesn't just block UV rays; it defends against everyday environmental damage, keeping your skin youthful and vibrant."
• •Headline: Age Confidently. Care Consistently. Body: "At Dr. Loretta, we believe in skincare that empowers you at every life stage. Founded on decades of dermatological practice, our family-run brand offers gentle yet effective solutions to help you achieve your healthiest skin. Feel confident, look radiant, naturally."
• •Headline: Your Dermatologist-Guided Solution to Real-World Skin Concerns. Body: "Stop guessing what your skin needs. Dr. Loretta Ciraldo, a practicing dermatologist, formulates each product to address the real-world challenges your skin encounters daily. From our Gentle Hydrating Cleanser that washes away pollutants to targeted treatments for lasting results—experience the difference expert care makes."