Brand Tone

The brand's tone is predominantly informative, trustworthy, and approachable. Kloft aims to educate its audience about the nuances of K-beauty, positioning itself as an expert in the field. The language used is clear and direct, avoiding overly technical jargon while still conveying a sense of professionalism and expertise. The tone is also encouraging and supportive, with a focus on helping customers achieve their "best and healthiest self." On social media, the brand adopts a more conversational and engaging tone, encouraging interaction and building a community around a shared passion for K-beauty.

Brand Values

• •Quality and Efficacy
• •Authenticity and Ethical Sourcing
• •Clean Beauty
• •Innovation
• •Accessibility and Affordability

Best Practices

• •Educate, Don't Just Sell: Frame your copy around educating the customer about the product's benefits, ingredients, and how it fits into a K-beauty routine. This reinforces the brand's value of being an informative and trustworthy source.
• •Emphasize Authenticity and Quality: Consistently mention the brand's commitment to sourcing authentic, high-quality, and clean products. This builds trust and differentiates Kloft from other retailers.
• •Use Approachable and Encouraging Language: Write in a supportive and friendly tone that empowers customers to take control of their skincare and haircare journeys. Phrases like "your healthiest self" and "discover your glow" can be effective.
• •Highlight the "Why" Behind K-Beauty: Don't just list product features; explain the philosophy behind K-beauty, such as the focus on natural ingredients, innovative technology, and addressing root causes of skin and hair concerns.
• •Maintain a Consistent Visual Identity: Ensure that the visual elements used in your marketing materials —such as images, fonts, and colors —align with the brand's clean, modern, and approachable aesthetic. This will help to reinforce the desired brand perception.

Social Perception

The social perception of Kloft appears to be positive, with the brand regarded as a credible and reliable source for K-beauty products in Australia. The presence of customer testimonials on the website, with specific praise for product effectiveness, suggests a satisfied customer base. The brand's focus on education through its blog and social media is likely to be perceived as helpful and empowering by consumers who are new to or curious about K-beauty. By positioning itself as the Australian arm of an established Singaporean retailer, Kloft leverages the credibility of its parent company, Hebeloft, to build trust. The brand's active pursuit of collaborations with influencers also indicates an effort to build social proof and reach a wider audience through trusted voices in the beauty community.

Copy Examples

• •Unlock the secret to radiant skin with our new Pro-Cica Intensive Ampoule. Crafted with the purest Centella Asiatica, this little bottle is your key to calming irritation and strengthening your skin's natural barrier. Ready for your glow-up? #Kbeauty #CleanBeauty #SkinCare
• •At Kloft, we believe in the power of Korean innovation to transform your skin. We bring you authentic, effective, and clean beauty, curated with care and delivered to your door. Discover the K-beauty difference today.
• •Welcome to the Kloft family! We're so glad you're here. To start your K-beauty journey, enjoy 20% off your first order. Let's find the perfect products to help you achieve your healthiest-looking skin and hair yet.
• •Ever wondered why Centella Asiatica is a K-beauty superstar? This powerhouse plant is a game-changer for sensitive and acne-prone skin. Dive into our latest blog post to learn all about its miraculous benefits and discover the best products to incorporate into your routine.
• •Revive and restore your hair with our Arum Ginseng Cool Scalp Cleanser. This invigorating formula, enriched with traditional Korean herbs, strengthens roots, reduces hair fall, and leaves your scalp feeling refreshed and balanced. It's time to give your hair the love it deserves.