Brand Tone

Minimalist & Elegant, Authentic & Sincere, Conscious & Responsible, Aspirational yet Approachable, Effective & Results-Oriented

Brand Values

• •Simplicity
• •Effectiveness
• •Natural & Clean
• •Sustainability
• •Quality & Innovation
• •Authenticity & Real Beauty
• •Creativity & Sensorial Experience
• •Genderless

Best Practices

• •Embrace Elegant Simplicity: Use clear, concise language. Avoid jargon or overly complex sentences. Let the quality of the ingredients and the effectiveness of the products speak for themselves.
• •Highlight Natural Efficacy: Always connect the natural, clean ingredients to their tangible benefits and results. Be specific about what makes the formulations special and effective.
• •Maintain Authenticity: Speak honestly about the products and the brand's philosophy. Share the “why” behind mid/night 00.00, focusing on real beauty and wellness.
• •Infuse a Touch of Conscious Luxury: While emphasizing natural and simple, maintain a tone that reflects the high quality and thoughtful formulation of the products. Use evocative language that speaks to the sensorial experience.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media, email marketing, and product packaging is harmonious, reinforcing the brand’s core identity and values at every touchpoint.

Social Perception

A Trusted "Clean Beauty" Brand, Effective and High Quality, Luxurious yet Minimalist, Modern and Innovative, Founder-Driven Authenticity, Environmentally Conscious

Copy Examples

• •Headline: Simplify Your Ritual. Amplify Your Glow. Body: Experience mid/night 00.00. Potent, plant-based essentials for skin and hair that craves pure efficacy. Less, but exquisitely better.
• •Social Media Post: Real ingredients, real results. Our [Product Name] is crafted in Barcelona with over 90% natural actives to nourish your [skin/hair] authentically. Discover the beauty of simplicity. #midnightcosmetics #CleanBeauty #EffectiveNatural
• •Product Description Snippet: Unveil your most sincere beauty. Our genderless formulas are a testament to the power of nature, refined by science. Free from harsh chemicals, full of potent goodness. For a routine that’s as honest as your reflection.
• •Email Subject: Reconnect with Your Natural Radiance | Inside: The mid/night 00.00 Philosophy Email Body Snippet: At mid/night 00.00, we believe beauty lies in simplicity and authenticity. Explore our curated collection of clean, effective essentials, designed to enhance your unique glow, effortlessly.
• •Ad Copy: Tired of the beauty chaos? We are too. mid/night 00.00 offers a streamlined path to healthy, vibrant [skin/hair] with luxurious, nature-infused care. Consciously created, simply effective.