Brand Tone

Trustworthy & Reassuring, Playful & Joyful, Caring & Empathetic, Transparent & Honest, Empowering

Brand Values

• •Safety First
• •Transparency
• •Quality
• •Child-Centric Fun & Creativity
• •Parental Peace of Mind
• •Integrity

Best Practices

• •Always Prioritize Safety & Trust: Every piece of copy should reinforce Jovy's commitment to safety. Use phrases like "EWG Verified," "non-toxic," "hyper-clean," "gentle," and "parent-approved" consistently.
• •Speak to Parents with Empathy and Reassurance: Acknowledge their concerns about product safety and position Jovy as the trusted solution that offers peace of mind. Use a warm, understanding, and reassuring tone.
• •Embrace a Joyful and Playful Voice When Describing Product Use: Capture the excitement and fun of children playing with makeup. Use words like "sparkle," "shimmer," "joyful," "creative," and "imaginative."
• •Maintain Transparency: Be upfront about the natural, plant-based ingredients and the brand's mission to provide genuinely clean products. Avoid jargon where possible, or explain it clearly.
• •Keep it Child-Focused but Parent-Addressed: While the products are for children, the primary audience for marketing is parents. The language should be sophisticated enough to convey trust and quality to adults, while still reflecting the innocent, playful nature of childhood.

Social Perception

Trusted by Parents, High Quality & Gentle, Addresses a Real Need, Fun and Engaging for Kids, Ethical & Responsible

Copy Examples

• •Headline: Sparkle Safely! ✨ Jovy: EWG Verified Play Makeup Your Kids Will Love (and Your Mind Will Too!) Body: Let their creativity shine, worry-free! Our Berry Bliss Play Makeup is crafted with hyper-clean, plant-based ingredients, ensuring gentle fun for your little ones. Because playtime should be about joy, not toxins.
• •Headline: Finally! Play Makeup That’s Actually Made for Kids. 🌿 Body: Tired of squinting at ingredient lists? Jovy is the first and only EWG VERIFIED play makeup, created by a mom who gets it. Gentle, non-toxic, and tons of shimmery fun – so you can say "yes!" to makeup play.
• •Headline: Unlock a World of Imaginative Play, The Jovy Way. 💖 Body: From glittery eyeshadows to sweet-scented lip gloss, Jovy’s kid-friendly makeup kits are designed for joyful expression. Made with love, care, and the purest ingredients for your peace of mind.
• •Headline: Why Parents Trust Jovy for Safe & Sparkling Fun. Body: It’s simple: We’re EWG Verified, transparent about our ingredients, and passionate about keeping harsh chemicals far away from your child’s skin. Join the Jovy family and let the clean beauty adventures begin!
• •Headline: Little Hands, Big Imagination, Zero Worries. Welcome to Jovy. Body: Nurture their creativity with our collection of hyper-clean, non-toxic makeup designed for playful moments and precious smiles. Easy to apply, easy to remove, and oh-so-gentle.