Brand Tone

Empowering, Educational, and Caring

Brand Values

• •Inclusivity and Diversity
• •Efficacy and Quality
• •Natural and Safe Ingredients
• •Empowerment

Best Practices

• •Lead with Empathy and Empowerment: Always start from a place of understanding the customer's struggle. Use empowering language that focuses on celebrating their unique beauty rather than just "fixing" flaws.
• •Weave in the Science: Consistently mention the scientific backing, the founder's nursing background, and specific ingredients. This builds credibility and reinforces the brand's value of efficacy.
• •Champion Inclusivity Visibly and Verbally: Ensure that marketing materials feature a diverse range of people. Use inclusive language like "for all skin tones," "everybody," and "culturally-inclusive" in your copy.
• •Tell the Founder's Story: Regularly incorporate elements of Gail Kamps' journey. Her personal experience and professional expertise are powerful differentiators that create a strong, authentic connection with the audience.
• •Maintain a Caring, Professional Tone: Write as a knowledgeable and trusted expert who genuinely cares about the customer's well-being. Avoid overly casual slang or hype-driven language that could undermine the brand's scientific and professional foundation. The tone should feel like receiving advice from a trusted healthcare professional.

Social Perception

Trustworthy and Solution-Oriented

Copy Examples

• •Your scalp is skin, too. Give it the care it deserves. Our Aloe Hair Growth Aid is powered by 18 scientifically-proven ingredients to soothe, nourish, and create the perfect foundation for healthy hair growth. Rooted in nature, perfected by science. #MyEcoCosmetics #HairGrowth #NaturalHaircare #HealthyScalp
• •Tired of skincare that doesn't understand your skin? We were too. Founded by a nurse, MYE Cosmetics is crafted for every tone, every age, every body. Our mission: to tackle hyperpigmentation and celebrate diverse beauty with effective, plant-derived formulas. Discover the difference care makes. #InclusiveBeauty #SkincareForAll #HyperpigmentationSolution
• •Love the Skin You Are In. Precision-crafted, culturally-inclusive skincare that celebrates you. Finally, effective solutions for hyperpigmentation and diverse skin needs.
• •Wonder why your hyperpigmentation isn't fading? You might be using the wrong ingredients. Our formula combines the ancient power of Turmeric with [Key Ingredient 2] to safely and effectively even your skin tone. It is not magic, it is science. #SkincareScience #Hyperpigmentation #MyEcoCosmetics #SkinOfColor
• •A Nurse's Promise for Your Skin