Brand Tone

Clinical and Aspirational

Brand Values

• •Efficacy and Performance
• •Ethical Commitment
• •Quality and Trust
• •Health-First Philosophy

Best Practices

• •Create a Brand Voice Lexicon: Develop a document that lists "On-Brand" words (e.g., "clinical," "formulated," "efficacy," "radiance," "nourish") and "Off-Brand" words (e.g., "magic," "instant," "cheap," "anti-aging miracle"). This ensures everyone writing for the brand uses a consistent vocabulary.
• •Prioritize "Health" Over "Beauty": Always frame the product benefits in the context of skin health first. For example, instead of "Look younger," use "Restore your skin's youthful vitality." This reinforces the core brand philosophy.
• •Balance Science with Aspiration: For every clinical term ("TCA," "Vitamin C"), include an aspirational benefit ("unveils radiance," "protects your glow"). This makes the scientific aspects feel accessible and desirable.
• •Reinforce Core Values in Every Channel: Every piece of copy, from a product description to a social media post, should find a way to subtly reinforce at least one core value (e.g., "Our US-based lab formulated...", "This plant-based solution...").
• •Maintain a Tone of Professional Empathy: The tone should be authoritative but not cold. Use language that shows an understanding of the customer's skin concerns ("We understand that healthy skin is the first step...") before presenting the clinical solution. This builds a trusting relationship.

Social Perception

Nascent and Controlled

Copy Examples

• •Unlock clinical-level radiance at home. Our Glow Peel Pads with TCA are meticulously formulated to gently exfoliate, reduce hyperpigmentation, and reveal the healthy skin beneath. This is not just skincare; it's a statement. Elevate your routine. #MedicalGrade #TCApeel #SkincareScience #KQBeauty
• •Beyond Beauty. Toward Health. Medical Grade skincare for results you can see and feel.
• •Your Prescription for Radiance Is Here
• •Tired of dull, uneven skin tone? Stop masking the problem. Our Hydrating Vitamin C Serum is a medical-grade formula designed to nourish and protect from within, restoring your natural glow. Plant-based, cruelty-free, and made for real results. Shop now.
• •Melt away the day without stripping your skin's essential moisture. This plant-based, pH-balanced milky cleanser uses a blend of botanical extracts to gently purify and soothe, leaving your skin feeling soft, calm, and perfectly prepped for your treatment routine.