Brand Tone

Aspirational, encouraging, and friendly. It is simple, accessible, positive, direct, and personal, adapting to be more playful and trend-aware on social media.

Brand Values

• •Empowerment
• •Simplicity
• •Accessibility
• •Results-Oriented
• •Modernity

Best Practices

• •Always prioritize the benefit: Focus copy on the outcome (confidence, smooth skin, convenience) rather than just the features. The "why" is more compelling than the "what."
• •Maintain a conversational and friendly voice: Use personal pronouns like "you" and "your." Write as if offering advice to a friend, keeping sentences clear, direct, and easy to understand.
• •Leverage social proof authentically: Continue to feature real customer reviews, photos, and video testimonials. This reinforces trust and aligns with the brand's friendly and community-oriented perception.
• •Adapt the tone to the platform, not the core values: While the tone can vary by platform, the core message of empowerment, simplicity, and results should remain consistent across all channels.
• •Create a "Brand Voice" Style Guide: Document key phrases, words to use (e.g., "journey," "glow," "confidence"), and words to avoid (e.g., "clinical," "treatment," "painful") to ensure unified communication.

Social Perception

Mixed but generally positive among the target audience, praised for effectiveness, affordability, and convenience. Perceived as modern and clean. Some skepticism exists regarding legitimacy as an online-only brand, but the brand actively builds trust through reviews and guarantees.

Copy Examples

• •Your forever solution to silky-smooth skin. Meet the at-home IPL that works.
• •My self-care routine just got a major upgrade! ✨ I've been using the Light by Elux handset for 8 weeks, and I'm obsessed with the results. So long, razors! Use my code for 15% off and start your own journey to smoothness.
• •Things that are out in 2025. Things that are in. #GlowUp #HairRemovalHack #SmoothSkin
• •Tired of shaving? Your exclusive offer is inside.
• •Imagine a life with less shaving and more smooth. The Light by Elux IPL handset makes it possible. Safe, effective, and designed for you, right at home. Shop now and discover the confidence of effortless skin.