Brand Tone

Educational, scientific, and direct. Adopts the role of an informed expert, breaking down science in a straightforward, confident, and assertive manner, focusing on tangible, evidence-based benefits.

Brand Values

• •Scientific Efficacy
• •Quality and Integrity
• •Transparency
• •Health and Safety

Best Practices

• •Lead with Science, Not Hype: Always ground claims in scientific reasoning. Use terms like 'pH-balanced,' 'acid mantle,' and 'syndet cleanser' consistently to reinforce the brand's expertise.
• •Maintain a Direct, Educational Tone: Address the customer intelligently. Frame the copy as sharing crucial information that other brands 'hope you never come to understand.'
• •Draw a Clear Contrast with 'Big Soap': Position HARP as the superior alternative to a flawed industry standard. Highlight what you *don't* have (lye, high pH, marketing gimmicks) as much as what you do.
• •Focus on 'Body as Face' Care: Use this analogy to elevate the product's importance and justify its premium ingredients and positioning.
• •Use Confident and Assuring Language: Employ strong, declarative sentences. Phrases like 'Discover the difference' and 'We're confident you'll...' build trust and position the brand as an authority.

Social Perception

To be perceived as a trustworthy, no-nonsense brand for discerning consumers who value science and results over marketing gimmicks, positioning HARP as a premium solution in the crowded skincare market.

Copy Examples

• •Stop stripping your skin's acid mantle. Traditional soaps have a pH of 10+, while your skin is below 6. HARP is not soap. It's a pH-balanced syndet cleanser with Retinol and Hyaluronic Acid. Make the scientific switch. Your skin will thank you.
• •Treat Your Body Like You Treat Your Face. Our Anti-Aging Body Wash Bar is formulated with the same high-performance ingredients you demand for your facial care.
• •The Hard Truth About That 'Moisturizing' Bar Soap
• •TRULY GENTLE: Our soap-free, lye-free syndet base cleanses without disrupting your skin's natural barrier, preventing the dryness and irritation caused by high-alkaline soaps.
• •Why pH matters: A high pH from traditional soap leads to dryness and accelerates aging. HARP is pH-balanced to work in harmony with your skin. #ScienceNotSoap #HARPQuality #SkincareScience