Brand Tone

Educational, Approachable, and Enthusiastic

Brand Values

• •Authenticity
• •Accessibility
• •Education & Empowerment
• •Curation & Quality
• •Community

Best Practices

• •Lead with Education: Always aim to teach the customer something valuable, whether it's about an ingredient, a technique, or a trend. This builds authority and trust.
• •Use Enthusiastic and Positive Language: Employ words like "glow," "radiant," "healthy," "transform," and "discover." The tone should be one of excitement and possibility, mirroring the customer's own passion for skincare.
• •Maintain Approachability: Break down complex concepts into simple, easy-to-understand terms. Use questions in your copy (e.g., "Ready to get glowing?") to create a conversational feel and engage the reader directly.
• •Emphasize Authenticity and Curation: Regularly remind your audience that your products are 100% authentic and carefully selected. This is a key value proposition that differentiates you from other online marketplaces.
• •Incorporate Social Proof and Community: Feature user-generated content, customer testimonials, and phrases like "viral sensation" or "fan favorite" to build credibility and foster a sense of community. Encourage interaction and make customers feel like they are part of a movement.

Social Perception

Specialized, trustworthy, and trendy gateways to the world of Korean skincare. Perceived as a reliable source for authentic products, an expert curator, a community hub, and offering innovative and effective products.

Copy Examples

• •Your new holy grail has landed. ✨ Meet the Beauty of Joseon Revive Serum! We know you've been waiting for this one. Packed with antioxidant-rich Ginseng and repairing Snail Mucin, it’s your secret weapon for glowing, youthful skin. Swipe to see the magic inside! Available now at nykbeauty.com. #Kbeauty #BeautyOfJoseon #GlassSkin
• •Unlock Your Healthiest Skin. Authentic, curated K-Beauty, delivered to your door. Discover routines that transform and ingredients that work.
• •Subject: Confused by essences? Let's clear things up. Body: Hi [Name], Toner, essence, serum... what's the difference? If you're feeling a little lost, you're not alone! An essence is a lightweight, hydrating powerhouse that preps your skin to better absorb the products that follow. Think of it as the ultimate glow-booster. Ready to find your perfect match? Explore our curated collection of Korea's favorite essences.
• •On-screen text: "That feeling when your K-Beauty haul arrives!" "Texture heaven 😍" "Glow up loading..." Caption: "The best kind of mail day! What are you stocking up on? #kbeautyhaul #skincareasmr #nykbeauty #koreanskincare"
• •More than just a sunscreen, this is your daily dose of hydration and protection. The Round Lab Birch Moisturizing Sunscreen is a viral sensation for a reason. Its serum-like texture melts into the skin with ZERO white cast, leaving a dewy, healthy finish. Infused with vitamin-rich Birch Tree Sap, it deeply moisturizes while shielding you from harmful UV rays. Perfect for all skin types, it's the sunscreen you'll actually *want* to wear every single day.