Brand Tone

Elegant & Sophisticated, Authoritative & Knowledgeable, Empowering & Reassuring, Timeless, Caring & Nurturing

Brand Values

• •Science & Innovation
• •Heritage & Legacy
• •Quality & Efficacy
• •Empowerment of Women
• •Holistic Beauty

Best Practices

• •Embrace Elegant Language: Use sophisticated vocabulary. Avoid jargon where possible, but when discussing science, do so with clarity and authority. Opt for words like luminous, radiant, revitalize, pioneering, iconic.
• •Balance Heritage with Innovation: Weave in the brand's rich history and the founder's philosophy while highlighting cutting-edge science and product advancements. This creates a narrative of enduring expertise.
• •Focus on Benefits, Backed by Features: Clearly articulate the tangible results consumers can expect (e.g., visibly reduces lines, intensely hydrates) and briefly explain the key ingredients or technology responsible (e.g., Ceramide technology, Vitamin C Ester).
• •Speak with Quiet Confidence: The tone should be assured and knowledgeable, stemming from proven efficacy, without being boastful or making outlandish claims. Let the science and results speak.
• •Maintain an Empowering and Inclusive Voice: Address the consumer respectfully, understanding their desire for effective solutions and self-enhancement. While the brand has a strong association with mature skincare, ensure the language feels welcoming to women seeking quality beauty solutions at various life stages.

Social Perception

Trusted & Reputable, Premium & Luxurious, Effective, Especially for Mature Skin Concerns, Iconic Products, Slightly Traditional (but evolving)

Copy Examples

• •Headline (Ceramide Capsules): Unlock Ageless Radiance. Our Advanced Ceramide Capsules deliver potent, youth-restoring power, one perfect dose at a time. Body: Experience visibly plumper, firmer, and more luminous skin. Powered by skin-identical ceramides and pioneering science, this iconic serum replenishes what skin needs but loses over time.
• •Headline (Eight Hour Cream): The Legend. The Saviour. The Must-Have. Body: For over 90 years, Elizabeth Arden's Eight Hour Cream Skin Protectant has been soothing, protecting, and hydrating. Discover the multi-tasking magic beloved by beauty editors and women worldwide.
• •Headline (Retinol Line): Rewind the Look of Time. Powerfully. Gently. Body: Our breakthrough Retinol Ceramide Serums combine the line-smoothing power of Retinol with the moisture-boosting benefits of Ceramides. See visible wrinkle reduction without the typical retinol irritation.
• •Headline (Brand Essence): Beauty, Reimagined by a Pioneer. Built on Science. Body: Elizabeth Arden believed that beauty is a right. Today, her legacy of innovation continues, empowering every woman with luxurious, high-performance skincare that truly transforms.
• •Headline (Prevage Anti-Aging Daily Serum): Defy the Environmental Aggressors. Defend Your Youth. Body: Shield your skin with PREVAGE® Anti-Aging Daily Serum 2.0. Powered by super-potent Idebenone, it protects against daily damage and visibly reverses signs of aging for a resilient, radiant complexion.