Brand Tone

Empathetic, Scientific, Inclusive, Authentic, Sophisticated, Conscious

Brand Values

• •Inclusivity & Representation
• •Science & Efficacy
• •Authenticity & Transparency
• •Empowerment & Confidence
• •Community
• •Challenging Industry Norms
• •Health as a Beauty Standard

Best Practices

• •Center the "Why": Always circle back to EADEM's core mission: empowering women of color through effective, science-backed skincare and fostering bare-skin confidence. Every piece of copy should resonate with this purpose.
• •Speak from Shared Experience (Authenticity): Use language that reflects a genuine understanding of the skincare journey for women of color, acknowledging past frustrations and celebrating their unique beauty. Avoid generic beauty jargon.
• •Educate & Empower: Combine scientific backing (Smart Melanin™ Technology, key ingredients, clinical testing) with empowering messages. Explain *how* and *why* the products work for melanin-rich skin, instilling confidence in their efficacy and safety.
• •Foster Community & Inclusivity: Use inclusive pronouns ("us," "we," "our community"). Encourage dialogue and feature diverse voices and stories. The tone should always be welcoming and celebratory of all women of color.
• •Maintain Sophistication with Warmth: Balance a knowledgeable, science-backed tone with warmth, empathy, and relatability. The visual language is sophisticated yet playful; the verbal language should mirror this, being informative yet approachable and inspiring.

Social Perception

Respected, Effective, Much-Needed, Trustworthy, Community-Driven, Empowering

Copy Examples

• •Headline: Finally, Skincare That Sees Your Melanin. Science-Backed. Woman of Color Founded. Body: Tired of skincare that doesn't understand your skin? EADEM’s Smart Melanin™ Beauty is clinically proven to address hyperpigmentation and enhance your natural radiance, without compromising your beautiful skin tone. Discover bare-skin confidence.
• •Social Media Post (Image: Diverse group of smiling women with glowing skin): Caption: Your skin tells a story. We’re here to help it shine. ✨ At EADEM, we celebrate every shade of you with formulas designed by women of color, for women of color. What does #BareSkinConfidence mean to you? Share below! #EADEM #SmartMelaninBeauty #SkincareForWOC #CommunityLove
• •Product Description (Milk Marvel Dark Spot Serum): Reveal your most radiant, even-toned skin. Our award-winning Milk Marvel Dark Spot Serum, powered by Smart Melanin™ Technology, gently fades the appearance of dark spots and prevents new ones. Formulated with Niacinamide, Amber Algae, and Vitamin C, it's your path to a clearer, more confident complexion. Clinically tested on melanin-rich skin. Vegan & Cruelty-Free.
• •Email Subject: More Than Just Skincare, It's a Movement. Body: At EADEM, we believe health is the only beauty standard. That's why we pour science, heritage, and heart into every bottle. Join our community of path-forgers redefining beauty on our own terms. Explore formulas made for you, by women like you.
• •Short Ad Copy: EADEM: Smart Melanin™ Beauty. Gentle. Effective. Unapologetically for Us. Finally, see the glow you were born with. Shop now at eadem.co.