Brand Tone

Educational & Informative, Approachable & Friendly, Enthusiastic & Passionate, Trustworthy & Guiding

Brand Values

• •Authenticity
• •Education
• •Efficacy & Results
• •Customer-Centricity
• •Innovation
• •Self-Care & Well-being

Best Practices

• •Prioritize Education: Always aim to teach something valuable, whether it's about an ingredient, a technique, or a product benefit. Frame information in an easy-to-understand way.
• •Use Approachable Language: Avoid overly technical jargon unless clearly explained. Write as if you're talking to a knowledgeable friend who is eager to share their skincare wisdom. Use "you" and "your" to speak directly to the customer.
• •Highlight Benefits & Solutions: Connect product features to tangible benefits and how they solve a customer's skin concern (e.g., "This lightweight gel cream with green tea extract soothes irritation and reduces redness, leaving your skin feeling calm and balanced").
• •Maintain Enthusiasm: Let your passion for K-beauty shine through. Use positive language and emojis appropriately (especially on social media) to convey excitement.
• •Be Consistent Across All Channels: While the format and length will vary (e.g., a detailed blog post vs. a short TikTok caption), the core tone – educational, friendly, enthusiastic, and trustworthy – should remain recognizable. Develop a simple style guide if needed.

Social Perception

A Go-To Source for K-Beauty, Reliable and Informative, Community-Oriented (Aspirational), Focused on Solutions

Copy Examples

• •✨ Unlock the secret to 'glass skin'! ✨ Our latest blog post dives deep into the power of Niacinamide for a brighter, smoother complexion. Have you tried this K-Beauty hero ingredient yet? Let us know your experience below! 👇 #KoreanSkincare #Niacinamide #GlassSkinJourney #KBeautyTips
• •Tired of dull, dehydrated skin? 💧 Discover the hydrating heroes of K-Beauty! Our curated collection of essences and serums, packed with ingredients like Hyaluronic Acid and Snail Mucin, will quench your skin's thirst. Shop authentic Korean skincare at koreanskincare.com and start your journey to a radiant glow! #KBeautyGlow #HydrationStation #AuthenticSkincare
• •POV: You just found the PERFECT Centella Asiatica serum for calming redness! 🌿✨ This K-Beauty staple is a game-changer for sensitive skin. Tap to shop + see why we’re obsessed! #KBeautySecrets #CentellaAsiatica #SkincareHacks #CalmSkin
• •Your Guide to Mastering the 10-Step Korean Skincare Routine + Product Picks!
• •New to K-Beauty? Welcome! 😊 Take our Skin Quiz to find your perfect Korean skincare routine and unlock your healthiest skin.