Brand Tone

Sophisticated & Luxurious, Authoritative & Scientific, Empowering & Confident, Modern & Evolving, Caring & Partner-like, Playful & Engaging (on newer platforms like TikTok)

Brand Values

• •Efficacy & Results: Delivering clinically proven results through scientifically advanced formulations.
• •Heritage & Legacy: Honoring the pioneering spirit and dermatological expertise of Dr. Erno Laszlo.
• •Empowerment: Helping individuals achieve confidence through healthy, beautiful skin.
• •Personalization & Individuality: Recognizing that everyone's skin is unique and requires tailored solutions; a focus on the 'i'ndividual.
• •Innovation: Continuously developing new products and embracing modern skincare advancements while staying true to core philosophies like the "Double Cleanse" and pH balance.
• •Science of Skin and Mind (Psycho-cosmetology/Psychodermatology): Believing in the interconnectedness of dermatological science and emotional well-being.
• •Commitment to Quality: Using high-quality, clinically tested ingredients.
• •Sustainability & Clean Beauty: Moving towards more sustainable practices and cleaner formulations ("Clean Promise").
• •Trust: Building trust through transparency, efficacy, and a long-standing reputation.

Best Practices

• •Embrace Elevated Language: Use sophisticated vocabulary that reflects the brand's luxury positioning, but ensure it remains clear and accessible, avoiding overly technical jargon unless explained.
• •Highlight Heritage with Modern Relevance: Weave in the brand's rich history and iconic status, but always connect it to the benefits and needs of today's consumer.
• •Focus on Empowerment and Confidence: Frame product benefits not just in terms of solving skin problems, but in how they help the user feel more confident and self-assured.
• •Maintain a Science-Driven yet Personal Approach: Emphasize the scientific backing and dermatological expertise, but also stress the personalized "ritual" aspect and the understanding of individual skin needs.
• •Be Consistent Across All Channels, Adapting for Nuance: While the core tone remains consistent, allow for slight adaptations in style for different platforms (e.g., more playful on TikTok, more informative on the website blog) without losing the overarching sophisticated and empowering voice.

Social Perception

Prestigious & Iconic, Effective & Trustworthy, Aspirational, Evolving Heritage Brand, Strong in Asian Markets, Focused on Holistic Wellness

Copy Examples

• •Headline: Unlock Your Skin's True Radiance. Decades of Dermatological Science, Bottled. Body: Experience the Erno Laszlo difference. Our bespoke rituals, born from Dr. Laszlo's pioneering vision, empower you to achieve your most confident complexion. Science-backed. Time-honored. Uniquely yours. Call to Action: Discover Your Ritual.
• •Headline: The Legacy of Luminous Skin. Trusted by Icons, Perfected for You. Body: For nearly a century, Erno Laszlo has been synonymous with transformative skincare. From Hollywood legends to modern innovators, our commitment to science-driven results and personalized care remains unwavering. Reveal your inner glow. Call to Action: Shop Bestsellers.
• •Headline: More Than Skincare. It's a Statement of Self. Body: Dr. Laszlo believed in the profound connection between skin health and self-assurance. Our meticulously crafted formulas do more than treat concerns; they celebrate your individuality and empower you to face the world with confidence. Call to Action: Learn About Our Philosophy.
• •Headline: The Art of the Double Cleanse. The Science of Beautiful Skin. Body: Pioneered by Dr. Laszlo, our iconic Double Cleanse method is the cornerstone of a healthy complexion. Experience the transformative power of this signature ritual for skin that’s impeccably clean, balanced, and prepared for what’s next. Call to Action: Master Your Cleanse.
• •Headline: Invest in Your Skin's Future. Timeless Results, Modern Innovation. Body: Erno Laszlo seamlessly blends groundbreaking dermatological discoveries with cutting-edge advancements. Our commitment to efficacy and your unique skin journey ensures results you can see and feel, today and for years to come. Call to Action: Explore Our Collections.