Brand Tone

Functional and Direct

Brand Values

• •Efficacy
• •Simplicity
• •Ingredient-Focus

Best Practices

• •Lead with the Ingredient: Start product descriptions and marketing messages by highlighting the key ingredient and its primary benefit. This reinforces the brand's value of ingredient transparency.
• •Use Direct and Active Language: Avoid passive voice and marketing jargon. Use clear, concise sentences that get straight to the point (e.g., "Reduces oil" instead of "Is helpful in the reduction of oil").
• •Focus on the Solution: Frame every piece of copy around the problem it solves. Clearly label products and categories by the skin type or concern they address (e.g., "For Dryness," "For Acne").
• •Maintain a Clean Aesthetic: Ensure that the copy's visual presentation matches the brand's minimalist feel. Use ample white space, simple fonts, and short paragraphs.
• •Educate, Don't Exaggerate: Build trust by educating the customer about *how* the ingredients work. Avoid making overly dramatic claims and instead focus on the functional benefits, positioning the brand as a knowledgeable and reliable resource.

Social Perception

Neutral to Non-Existent

Copy Examples

• •Target impurities directly. Our Ash Purifying Mask uses the natural absorbent properties of ash to draw out excess oil and detoxify pores, leaving your skin clear and balanced. A direct solution for troubled skin.
• •Ingredient-led solutions for your skin concerns.
• •Oily skin requires a targeted approach. Our Treatment Masks are formulated to regulate sebum and clarify your complexion without stripping moisture. Shop the solution.
• •Skincare, Simplified. Effective formulas based on trusted ingredients.
• •Why Chamomile? This powerful botanical is at the heart of our Moisturizer Cream for its proven ability to soothe and reduce redness. Experience its calming effect. #IngredientFirst #FunctionalSkincare