Brand Tone

Educational & Informative, Trustworthy & Transparent, Approachable & Welcoming, Conscious & Responsible, Elevated & Efficacious

Brand Values

• •Clean & Safe Ingredients
• •Efficacy & Performance
• •Sustainability
• •Transparency
• •Inclusivity & Accessibility
• •Education
• •Holistic Well-being
• •Cruelty-Free

Best Practices

• •Prioritize Education: Always aim to inform the customer about the benefits of clean ingredients, the specifics of the product, and how it fits into a healthy skincare routine. Avoid jargon where possible, or explain it clearly.
• •Lead with Transparency: Be open and honest about ingredients, sourcing, and testing. Highlight the "free-from" list and certifications (e.g., Leaping Bunny, EWG Verified where applicable).
• •Emphasize Efficacy with Integrity: Showcase that "clean" doesn't mean compromising on results. Use words that convey performance ("visibly brighter," "smoother skin," "deeply hydrates") but always backed by the brand's clean standards.
• •Maintain an Approachable yet Elevated Voice: The language should be sophisticated and reflect the quality of the products, but also warm, inviting, and inclusive. Avoid overly clinical or exclusive terminology.
• •Reinforce Core Values: Weave in mentions of sustainability, cruelty-free practices, and the overall mission of promoting healthier beauty in a natural and authentic way.

Social Perception

Trusted Clean Beauty Authority, High-Quality & Effective, Ethical & Conscious Choice, Acquisition by Credo Seen Positively, Good for Sensitive Skin

Copy Examples

• •Headline: Your Daily Dose of Glow. Purely Powerful. Body: Experience the Follain difference. Our [Product Name] blends potent botanicals with the safest high-performance ingredients to nourish your skin from the inside out. Reveal your natural radiance, effortlessly. #CleanBeauty #HealthySkin
• •Headline: Know Your Beauty. Trust Follain. Body: We believe in transparency, which is why we ban over 1,500 questionable ingredients. Our [Product Name] is crafted with only the good stuff – effective, clean, and always cruelty-free. Discover skincare that works, without the worry.
• •Headline: Elevate Your Ritual. Simplify Your Routine. Body: Follain’s [Product Name] makes healthy skin achievable for everyone. Easy-to-use essentials, packed with benefits. Because effective skincare shouldn't be complicated.
• •Headline: Consciously Crafted. Clinically Proven. Body: Our commitment to clean goes beyond ingredients. With sustainable packaging and clinically tested formulas like our [Product Name], you’re choosing beauty that’s good for you and the planet.
• •Headline: From Sensitive to Shining: Gentle Power with Follain. Body: Tired of products that irritate? Our [Product Name for sensitive skin] is formulated with calming botanicals and effective, clean actives to soothe and restore even the most delicate complexions. Experience the Follain gentleness.