Brand Tone

Aspirational yet educational, blending the allure of 'glass skin' with practical, science-backed information. The language is encouraging, positive, and aims to be a knowledgeable friend and guide, becoming more energetic and trendy on social media like TikTok.

Brand Values

• •Efficacy and Innovation
• •Authenticity
• •Education
• •Customer-Centric Self-Care
• •Accessibility

Best Practices

• •Educate, Don't Just Sell: Frame every piece of copy as an opportunity to teach by highlighting key ingredients and their science-backed benefits.
• •Speak the Language of Aspirational Self-Care: Use empowering and positive language that connects skincare to well-being and confidence, reinforcing the brand's mindful philosophy.
• •Maintain Authenticity: Always refer to the products' Korean origins with pride, using terms like "authentic K-beauty" and "innovations from Seoul" to build authority and trust.
• •Adapt the Tone to the Platform: While core values remain, adjust delivery; keep Instagram and website polished, but use TikTok and Facebook Stories for energetic, trend-driven, and behind-the-scenes content.
• •Focus on the "You": Write directly to the customer using the second person to create a personal connection and make the customer the hero of their beauty journey.

Social Perception

Koan Beauty is perceived largely positively, especially for its product selection and trend-awareness. It's seen as a go-to destination for Korean beauty, valued for its curated selection, educational approach, and high engagement on social media, despite some past issues with delivery times.

Copy Examples

• •Your shortcut to 'glass skin' has arrived. Meet the new GINGER6 Energizing Pepti Serum. Packed with 11 powerful peptides and antioxidant-rich ginger, it’s your secret weapon for a brighter, smoother complexion. Ready to glow from within? Tap to shop now on koanbeauty.ro. #KoanBeauty #KBeautyRomania #SkincareSecret #GlowUp
• •The glow-up is real. ✨ This lightweight cream hydrates oily skin without the shine. Get yours on koanbeauty.ro! #Ginger6 #ActiveWaterCream #KoanBeauty #TenGras #Kbeauty
• •True beauty is a state of calm. Discover authentic Korean skincare rituals that soothe, heal, and transform. Explore the Collection button.
• •Tired of skincare that doesn't deliver? At Koan Beauty, we bring you only the most innovative and effective products from Korea's top labs. From the viral TIRTIR foundation to the cult-favorite LANEIGE Lip Mask, find solutions that truly work. Fast delivery in Romania. Shop Now & See the Difference.
• •Subject: Inside: Your Weekly K-Beauty Edit + A Gift For You. Body Snippet: Hi [Name], this week we’re demystifying the 10-step Korean routine (and how to simplify it!). Plus, find out which product is selling out fast and enjoy 10% off your next order.