Brand Tone

friendly, cheeky, and confidence-boosting, creating a sisterly, conspiratorial, encouraging, supportive, playful, and reliable feel

Brand Values

• •Quality and Purity
• •Ethical Standards
• •Australian Identity
• •Customer-Centricity
• •Achievable Beauty

Best Practices

• •Embrace the 'Bestie' Voice: Always write as if you're talking to a close friend. Use informal, encouraging language. Start emails and social posts with friendly greetings like 'Hey Bestie,' or 'Hey Gorgeous.'
• •Use Playful Puns: Incorporate clever, tan-related puns like 'TAN-MERGENCY' to keep the tone light and memorable. This reinforces the brand's fun and cheeky personality.
• •Highlight Key Values in Every Message: Consistently weave in keywords like 'natural DHA,' 'vegan,' 'cruelty-free,' and 'Australian made' into product descriptions, ads, and posts to reinforce brand trust and identity.
• •Focus on the 'How-To' and 'Why': Create content that educates the user on how to achieve the perfect tan. This positions the brand as a helpful expert and builds community trust, a strategy successfully used by other tanning brands.
• •Be Bold and Confident: The name is 'Fake It! Tan' — lean into it. Use confident, empowering language that celebrates the 'fake' tan as a smart, safe, and beautiful choice, moving the conversation away from any negative connotations.

Social Perception

The brand is perceived as offering ease of use and reliable results, demonstrating a commitment to customer satisfaction and a professional approach. It is positioned in the mid-range market, indicative of quality ingredients, and viewed as a helpful expert.

Copy Examples

• •That 'just back from vacation' glow, without the jet lag. Ready to FAKE IT?
• •Spilling the secret to a flawless glow. ✨ Our Tan Tonic isn't just a tan, it's a total confidence boost in a bottle. Tap to shop and join the bestie club! #FakeItTan #AussieGlow #VeganBeauty
• •Hey Bestie, your weekend glow-up is inside.
• •Want a deep, rich tan that looks like you were born with it? We got you. Our Olive Base Ultra Dark mousse glides on like a dream for a streak-free, natural-looking bronze. No sun required, just pure, skin-loving ingredients.
• •Tired of tan-mergencies? Fake It! for a perfect, fast glow every time.