Brand Tone

Aspirational and Empowering. When in direct customer interactions, the tone shifts to Friendly and Approachable.

Brand Values

• •Quality & Efficacy
• •Natural & Conscious Beauty
• •Confidence & Empowerment
• •Simplicity & Effortless Results
• •Self-Care as Luxury

Best Practices

• •Lead with the Feeling, Not the Feature: Instead of saying "Contains Hyaluronic Acid," say "Hydrates your skin for a dewy, radiant tan." Focus on the end benefit for the customer: confidence, radiance, and feeling beautiful.
• •Use Aspirational and Sensory Language: Incorporate words like "glow," "radiant," "sun-kissed," "luminous," "silky," "effortless," and "luxurious" to reinforce the brand's premium positioning.
• •Embrace Simplicity and Confidence: Keep sentences clear and concise. The tone should be confident and assured, reflecting the "foolproof" and reliable nature of the product.
• •Highlight "Clean" and "Conscious" Values: Consistently mention "natural ingredients," "vegan," and "cruelty-free" in product descriptions and brand stories to appeal to the modern, conscious consumer.
• •Maintain Visual and Textual Harmony: Ensure the copy on all platforms matches the clean, minimalist, and sun-drenched aesthetic of the brand's visuals. The words should evoke the same feeling as the images.

Social Perception

LuxTan is perceived as a premium, "clean beauty" self-tanning brand that delivers a natural-looking glow. Customers appreciate that products feel like skincare, providing hydration without common self-tanner downsides (smell, stickiness). It's seen as a reliable choice for a subtle, buildable tan that doesn't look orange or artificial, with the higher price point justified by superior experience and results.

Copy Examples

• •Confidence looks good on you. Get that post-vacation radiance, no passport required. Our Mango Extreme Accelerator is formulated with natural ingredients to give you a flawless, sun-kissed glow that feels as good as it looks. ✨ #LuxTan #GoldenHourGlow #EffortlessTan
• •Your Daily Dose of Sunshine. Discover our luxury tanning accelerators. Natural ingredients, effortless application, and a perfect golden glow every time.
• •Tired of the streaks? Your flawless tan is inside.
• •My secret to looking sun-kissed year-round 😉✨ This stuff smells AMAZING and makes my skin so soft! #LuxTan #TanningRoutine #SelfTan #GlowUp #GRWM
• •The Self-Tanner for People Who Hate Self-Tanners. No streaks. No orange tones. No chemical smell. Just a beautiful, natural-looking tan that hydrates your skin. LuxTan combines natural ingredients with skincare science for a glow you can feel good about. Shop now for 15% off your first order!