Brand Tone

Empathetic and Caring, Scientific and Credible, Reassuring and Hopeful, Informative and Supportive, Direct and Solution-Oriented

Brand Values

• •Efficacy and Results: The primary focus is on providing a product that genuinely works to alleviate debilitating skin conditions, backed by a high success rate.
• •Safety and Gentle Care: Emphasis is placed on the product being safe for long-term use, suitable for all skin types including sensitive skin, and having zero clinically proven side effects. The low, safe concentration of hydrocortisone is a key feature.
• •Trust and Transparency: The brand builds trust through its dermatologist founder, clear explanations of its ingredients and mechanism, customer testimonials, and a money-back guarantee.
• •Customer Well-being and Quality of Life: HarlanMD aims to significantly improve the lives of individuals suffering from skin conditions, not just by treating symptoms but by restoring comfort, confidence, and normalcy.
• •Scientific Innovation: The brand highlights its unique, scientifically formulated approach to treating dermatitis by addressing the skin's microbiome with a prebiotic formula.

Best Practices

• •Lead with Empathy: Always acknowledge the user's discomfort and frustration with skin conditions. Use language that shows understanding and compassion (e.g., "We understand how debilitating eczema can be," "Find the comfort you deserve").
• •Balance Science with Reassurance: While highlighting the scientific backing and dermatologist development is crucial for credibility, ensure the language remains accessible and reassuring, avoiding overly technical jargon that might alienate users. Explain the benefits of the science in simple terms.
• •Showcase Real User Experiences: Authentic testimonials (written and video) are powerful. Let the voices of satisfied customers convey the product's effectiveness and the brand's caring nature. Use direct quotes where possible.
• •Maintain a Hopeful and Positive Outlook: Focus on the relief and improved quality of life that the product can bring. Frame SmartLotion® as a pathway to better skin health and confidence, rather than just a treatment for a disease.
• •Be Consistent Across All Channels: Ensure the empathetic, credible, and supportive tone is reflected in website copy, social media posts, email communications, and customer service interactions. This consistency builds trust and reinforces brand identity.

Social Perception

SmartLotion® is perceived as a highly effective treatment for eczema, dermatitis, and other challenging skin issues, often succeeding where other medications have failed. It is considered a life-changing product, trustworthy and credible due to its association with a dermatologist, and a source of relief and hope for many. Good customer service is also noted.

Copy Examples

• •Headline: Tired of the Itch-Scratch Cycle? Find Real Relief. Body: Living with eczema or dermatitis is a daily battle. SmartLotion®, developed by a dermatologist, offers a 95% success rate in calming irritated skin by restoring its natural balance. Gentle enough for sensitive skin, powerful enough for lasting relief. Reclaim your comfort. Try SmartLotion® risk-free for 60 days. Call to Action: Discover Soothed Skin Today.
• •Headline: Finally, a Solution That Understands Your Skin. Body: SmartLotion® isn't just another cream. It's a science-backed, prebiotic formula designed to address the root cause of dermatitis flare-ups. Developed by Dr. Steve Harlan, it’s clinically proven to be effective with zero side effects. Experience the difference. Call to Action: Learn More About SmartLotion®.
• •Headline: "My Hands Are Soft Again!" - Real Stories, Real Results. Body: Hear from countless individuals who, like you, struggled with persistent eczema and found life-changing relief with SmartLotion®. Our gentle, dermatologist-developed formula is helping people live free from discomfort. What will your story be? Call to Action: Read More Success Stories & Order Yours.
• •Headline: Gentle Enough for Your Child, Powerful Enough for Your Toughest Flare-Ups. Body: Managing eczema in your family can be heartbreaking. SmartLotion® provides a safe, effective solution with a low, responsible dose of hydrocortisone and soothing prebiotics. Trusted by parents, developed by a skin expert. Call to Action: Protect Your Family's Skin.
• •Headline: Stop Hiding Your Skin. Start Healing It. Body: Don't let dermatitis dictate your life. SmartLotion® is designed for long-term skin health, helping to prevent flare-ups and maintain a balanced skin microbiome. Feel confident and comfortable in your own skin again. With our 60-day money-back guarantee, the only thing you have to lose is the itch. Call to Action: Get Your SmartLotion® Now.