Brand Tone

Aspirational yet accessible, positive, encouraging, family-focused; energetic and engaging on social media; informative and benefit-driven in product descriptions. The overall voice is that of a trusted, family-oriented brand that is modernizing its approach.

Brand Values

• •Tradition and Colombian Heritage
• •Family-Centric Care
• •Natural Ingredients
• •Quality and Efficacy
• •Economic Contribution

Best Practices

• •Always connect the products back to the core values of being a trusted, family-oriented brand with a proud Colombian heritage.
• •Consistently highlight the use of natural ingredients and "paraben-free" formulations to build trust and appeal to health-conscious consumers.
• •The copy should always be encouraging, positive, and focused on the benefits of self-care and family care. Avoid overly clinical or technical language.
• •Maintain the core message but adjust the delivery. Use a professional and informative tone on the website and marketplaces, a warm and community-focused tone on Facebook, and an energetic, trendy, and visually-driven tone on Instagram and TikTok.
• •Subtly and overtly mention the brand's Colombian roots, as this is a key differentiator and a source of brand value.

Social Perception

Positive, reliable, and traditional Colombian brand, perceived as a local manufacturer focused on creating affordable and effective personal care products for the family. The brand is also seen as striving to connect with newer generations, indicated by its active presence on TikTok.

Copy Examples

• •From Our Family to Yours: 40 Years of Trusted Care. For generations, JohnVery has been a part of the Colombian family. Our natural, paraben-free oils and gentle shampoos are made with love, right here in Colombia, to care for the ones you love most. Discover the tradition of care. #JohnVery #FamilyCare #MadeInColombia
• •Unlock nature's secret to radiant hair. ✨ Our 100% natural Argan Oil delivers deep hydration and a frizz-free shine, without harsh chemicals. Ready for your hair transformation? Tap to shop! #JohnVery #HairGoals #NaturalBeauty #ArganOil
• •Your family's routine, powered by JohnVery. Soft skin? ✅ Shining hair? ✅ Happy kids? ✅ Find your favorite today. Link in bio! #JohnVeryFamily #PersonalCare #Routine
• •Tradition in Every Bottle. Nature-Infused Care, Crafted in Colombia Since 1983.
• •JohnVery Almond Body Oil - Deep Hydration for Radiant Skin. Experience the nourishing power of nature. Our Almond Body Oil is formulated with 100% natural extracts and Vitamin E to deeply moisturize and improve skin elasticity. Its lightweight, non-greasy formula absorbs quickly, leaving your skin feeling soft, smooth, and healthy. Perfect for daily use and gentle massage.