Brand Tone

Informative & Educational, Aspirational yet Accessible, Benefit-Driven, Confident & Reassuring, Engaging & Modern (especially on TikTok/Instagram)

Brand Values

• •Efficacy & Results
• •Ingredient Focus
• •Natural Inspiration & Scientific Formulation
• •Self-Care & Empowerment
• •Cruelty-Free & Ethical Considerations
• •Accessibility

Best Practices

• •Prioritize clarity and benefits: Always clearly communicate what the product does and how it benefits the customer. Use straightforward language but don't shy away from scientific ingredient names when explained simply.
• •Balance aspiration with attainability: While showcasing ideal results, ensure the tone remains relatable and the products accessible (e.g., through promotions, clear usage instructions). Avoid over-promising.
• •Emphasize key values: Consistently weave in messages about natural inspiration, scientific backing, cruelty-free practices, and the self-care aspect of using the products.
• •Adapt to the platform, maintain core voice: While the style might vary (e.g., more playful on TikTok, more polished on the website), the core message of efficacy, quality ingredients, and aspirational self-care should remain consistent.
• •Incorporate social proof authentically: Use testimonials and user-generated content, but ensure they feel genuine. When addressing reviews (positive or negative), maintain a professional, helpful, and brand-aligned tone.

Social Perception

The brand is perceived as offering access to trending skincare ingredients, while being an e-commerce brand that heavily utilizes digital marketing, social media advertising, and influencer partnerships to build visibility.

Copy Examples

• •Unlock your brightest glow yet! ✨ Our Advanced Vitamin C Serum is packed with potent antioxidants and nature-derived ferulic acid to visibly even skin tone and boost radiance. Swipe to see the science behind the shine! #ErthSkinLondon #GlowGetter #VitaminCSerum #SkincareScience
• •POV: Your skin after discovering our Hyaluronic Hydra-Boost Mask 😉💦 Say goodbye to dryness and hello to plump, dewy skin! Link in bio for that hydration hit. #ErthSkinLondon #HydrationStation #SkincareSecrets #ViralSkincare
• •Experience the ErthSkin Difference. Naturally-inspired, scientifically formulated for visible results. Enjoy 20% off your first order + free shipping! Your journey to radiant skin starts now.
• •Tired of dull, uneven skin? 🌿 Our Radiance Renewal Night Cream, featuring Bakuchiol (nature's gentle retinol alternative) and nourishing botanicals, works while you sleep to restore luminosity. Dermatologically tested & cruelty-free. Discover your skin's potential with ErthSkin London.
• •Waking up to Wow: The Secret to Your Morning Glow is Inside...