Brand Tone

aspirational, educational, and minimalist

Brand Values

• •Curation and Quality
• •Efficacy and Results
• •Self-Care as a Ritual
• •Accessibility to Trends

Best Practices

• •Leverage the "Curation" Angle: Consistently use words like "curated," "selected," "edited," and "essentials." This reinforces the value proposition that Passage 31 does the expert work of finding the best products, which helps build trust.
• •Focus on Education and Ingredients: Always explain the *why*. Instead of just saying a product is great, explain what key ingredients like 'niacinamide' or 'centella asiatica' do. This builds authority and helps customers make informed decisions.
• •Maintain a Refined and Minimalist Tone: Avoid hype, slang, or excessive exclamation points. Keep the language clean, elegant, and confident. This will align the copy with the visual identity and the brand's sophisticated history.
• •Actively Build Social Proof: Create a clear strategy to encourage customer reviews. Offer small incentives for leaving a review on the website. Feature user-generated content (with permission) on social media to build a community and show real-world results. This is crucial for creating a new, distinct online reputation.
• •Bridge the Identity Gap: Subtly acknowledge the brand's heritage in beauty expertise. A line in the "About Us" section could read: "With over eight years of experience in the world of niche beauty, Passage 31 is now dedicated to bringing you the most effective and sought-after Korean skincare innovations." This connects the past to the present and leverages prior authority.

Social Perception

The social perception of the Passage 31 K-beauty online store is currently neutral to non-existent. The brand's primary challenge is a fractured digital identity. The established online reputation is that of a niche perfumery. Customers searching for reviews or information are likely to find details about the old business, causing potential confusion. The lack of specific reviews for the online K-beauty store means there is no social proof (positive or negative) to influence new customers. This absence of an online footprint is the most critical aspect of its current social perception.

Copy Examples

• •Unlock timeless beauty. The Revive Serum by Beauty of Joseon, featuring Ginseng and Snail Mucin, has arrived. This powerhouse formula works to repair and deeply nourish, revealing a revitalized and plumper complexion. Your journey to radiant skin starts at Passage 31. #Passage31 #KBeauty #BeautyOfJoseon #SkincareRitual #KoreanSkincare
• •The Art of Korean Skincare, Curated for You. Discover our expert selection of effective, cult-favorite essentials for truly healthy skin.
• •Inside: The secret to 'Glass Skin' + a gift for you.
• •Experience transformative hydration. The COSRX Advanced Snail 96 Mucin Power Essence is a lightweight, yet potent formula that sinks into the skin to repair damage, reduce redness, and improve elasticity from within. Formulated with 96% pure snail secretion filtrate, this essence is your key to a smoother, more moisturized, and resilient complexion. Suitable for all skin types, it's the essential step you've been missing.
• •Tired of Redness and Irritation? Discover the calming power of Centella Asiatica. Our collection of Cica-infused Korean skincare products is expertly chosen to soothe sensitivity, strengthen your skin barrier, and restore peace to your complexion. Shop the collection at Passage 31 and see the difference.