Brand Tone

Educational, trustworthy, and scientific, yet approachable and personal. It demystifies skincare science for the average consumer, fostering a sense of community and authenticity through expert-driven content.

Brand Values

• •Efficacy and Scientific Backing
• •Ethical Practices
• •Sustainability
• •Transparency
• •Accessibility

Best Practices

• •Lead with Science, Follow with Simplicity: Always ground product benefits in scientific evidence (e.g., "Retinal accelerates cell renewal"), but explain the outcome in simple, relatable terms (e.g., "for smoother, more youthful-looking skin").
• •Embody Transparency: Use copy to reinforce openness. Talk about the "why" behind an ingredient choice, mention the formulation process, and be open about what a product can and cannot do. This builds the trust that is central to the brand.
• •Use the Founder's Voice as a Guide: Maintain the educational, passionate, and trustworthy tone established by David Giraldo. The copy should feel like credible advice from an expert who is also a friend.
• •Integrate Values Seamlessly: Weave core values like "cruelty-free," "sustainable," and "ethically sourced" into product descriptions and brand storytelling naturally. It should be a given, not a footnote.
• •Create a "Key Messaging" Document: Develop a guide that lists approved terms and phrases ("developed by experts," "clinically proven," "conscious skincare") and outlines the brand's position on common skincare topics. This ensures every piece of communication, from a tweet to a product page, is consistent.

Social Perception

Perceived as highly credible and trustworthy due to its founder's expertise. Customers view it as a brand built on genuine knowledge and passion, offering effective and accessible products, fostering a strong and engaged community.

Copy Examples

• •(Image: A sleek, minimalist shot of the Retinal 0.1% serum) Caption: Science, not miracles. Our Renovador Serum with 0.1% Retinal is formulated by experts to accelerate cell renewal and visibly improve skin texture, not just promise results. We combined this potent active with calming ingredients to ensure efficacy without compromising your skin barrier. Developed with care, backed by science. Ready for a real transformation? #EticoSkinLab #ScienceOfSkin #Retinal
• •Headline: Effective. Conscious. Cruelty-Free. Sub-headline: Skincare that respects your skin and the planet. Discover formulas developed by experts with clinically proven ingredients.
• •(Video: Founder David Giraldo holding the Glycolic Acid solution. Quick cuts showing the product texture and someone applying it.) On-screen text: 'Tired of dull skin? Our 8% Glycolic Acid is your answer. Smooths texture, boosts radiance. Visible results, ethical formula.' Voiceover/Sound: Upbeat, educational trending audio. Caption: Unlock your glow with our expert-formulated Glycolic Acid Solution. Your shortcut to a brighter, more even complexion. #EticoSkinCare #Exfoliation #GlowUp
• •Your Lab Results Are In: Meet the Science Behind Our New Serum
• •Headline: The Future of Your Skin is Here. Body: Stop guessing what works. Ético Skin Lab brings you skincare developed by a cosmetic formulator with clinically proven ingredients. Our commitment? Visible results, cruelty-free formulas, and sustainable practices. Join the community that trusts science for their skin. Shop the collection now.