Brand Tone

Descriptive and Benefit-Oriented, Reassuring, Enthusiastic and Aspirational, Direct and Sales-Driven

Brand Values

• •Beauty and Self-Expression
• •Quality and Safety
• •Customer Confidence
• •Accessibility/Affordability
• •Natural Look & Transformation

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., playful, sophisticated, friendly, bold), "we are..." and "we are not..." statements, a core vocabulary list (words to use and avoid), and specific examples of tone in different contexts (website copy, ads, customer service).
• •Prioritize "Benefit to the Customer": Always frame product features in terms of how they directly benefit the user. Instead of "Our lenses are made of HEMA material," try "Experience lasting comfort with our breathable HEMA material lenses, keeping your eyes feeling fresh all day."
• •Emphasize Positive and Empowering Language: Use words that evoke confidence, beauty, and transformation (e.g., "enhance," "captivate," "discover," "transform," "radiant"). Avoid overly technical jargon unless clearly explained.
• •Maintain Consistency Across All Touchpoints: Ensure the brand voice is the same on the website, in promotional emails, any potential social media, and customer service interactions. This builds trust and brand recognition. Review existing content and update as needed.
• •Listen to and Incorporate Customer Language (Positively): Pay attention to how satisfied customers describe their experience and the lenses (e.g., "natural-looking," "comfortable," "got so many compliments"). Incorporate similar phrasing (where genuine) into marketing copy to resonate with potential buyers, while also actively addressing concerns raised in negative feedback through service improvements rather than just copy.

Social Perception

Product Appeal: The concept of colored contact lenses and the variety offered by FreshTone are generally appealing to those looking to change or enhance their eye color for cosmetic purposes. Many users find the colors vibrant and the look achieved to be natural. Service Concerns (General Brand): There's a significant negative perception regarding customer service, shipping, and reliability for some FreshTone domains (notably .com.au and .us). This creates a risk of negative association for `freshtone.shop` even if its specific operations differ. Website Experience: The `freshtone.us` website is described as user-friendly with a good variety of options. `freshtone.shop` appears to follow a similar design. Mixed Trust: While some customers are very happy with the product itself, the operational issues reported for other FreshTone sites lead to a perception of risk and low trust for the broader brand.

Copy Examples

• •Headline: Discover Your Most Captivating Gaze Yet. Body: Unleash a new you with FreshTone lenses! Our vibrant, natural-looking colors are crafted for all-day comfort and undeniable allure. Find your perfect shade today and let your eyes do the talking. Safe, stunning, and surprisingly affordable.
• •Headline: Confidence Looks Good on You. So Do Our Lenses. Body: Elevate your everyday style or add that perfect touch to a special occasion. FreshTone color contact lenses offer a seamless blend with your natural beauty, providing a comfortable, breathable fit that makes you shine. Explore the collection!
• •Headline: Dare to Dazzle? Your Eye Transformation Awaits. Body: From subtle enhancements to bold new hues, FreshTone brings you a world of color. Made with premium, eye-safe materials, our lenses are designed for a striking look without compromising on comfort. Shop now and enjoy [Current Promotion, e.g., 40% OFF]!
• •Headline: See the Difference. Feel the Comfort. Love Your Look. Body: Why choose between beauty and comfort? FreshTone lenses give you both. Experience the soft, breathable feel of our high-quality cosmetic contacts and enjoy the stunning, natural-looking results. Your eyes, beautifully enhanced.
• •Headline: Unlock a Fresh Perspective. (And a Fresh Look!) Body: Transform your appearance effortlessly with FreshTone color contact lenses. Designed in Korea, these lenses offer a wide palette of shades to match your mood and style, ensuring a comfortable fit and a captivating, natural charm.