Brand Tone

Authentic & Transparent, Empowering & Confidence-Boosting, Friendly & Relatable, Natural & Gentle, Passionate & Inspiring

Brand Values

• •Natural Ingredients & Efficacy
• •Sustainability
• •Transparency & Authenticity
• •Customization & Individuality
• •Community & Connection
• •Mental Well-being
• •Cruelty-Free

Best Practices

• •Develop a "Brand Voice Chart": Create an internal document that clearly defines the brand's personality traits (e.g., Authentic, Empowering, Friendly, Natural), corresponding "Do's and Don'ts" for language, and examples of tone in different contexts (social media, product descriptions, customer service). This ensures everyone creating content is aligned.
• •Prioritize Founder & Team Storytelling: Continue leveraging Isobel Perl's authentic journey and involve the team (if applicable) in content creation. Personal stories build trust and reinforce the relatable, transparent tone.
• •Engage Directly & Personally with the Community: Respond to comments and messages in a friendly, helpful, and personal manner. Use names, acknowledge feedback (both positive and negative) transparently, and foster a two-way conversation. Avoid overly corporate or generic responses.
• •Focus on "Show, Don't Just Tell" for Values: Instead of just saying the brand is sustainable or natural, demonstrate it. Show behind-the-scenes of sourcing, a recycling packaging guide, explain *why* waterless formulations are beneficial, and highlight specific natural ingredients and their purpose. This reinforces authenticity and educates the audience.
• •Maintain Consistency Across All Platforms: While the style might adapt slightly for different platforms (e.g., TikTok vs. email), the core tone and values must remain consistent. Regularly review content across all channels to ensure it aligns with the established brand voice. This builds a cohesive and recognizable brand identity.

Social Perception

Positive Customer Experiences, Founder-Led Appeal, Trustworthy & High Quality, Innovative & Modern, Community-Oriented

Copy Examples

• •Instagram Post (Image: User-generated content showing glowing skin): Real skin, real glow, real confidence. ✨ We're not about filters or fads. We're about YOU, embracing your unique beauty with skincare that’s as honest and hardworking as you are. Our founder, Isobel, started PERL with a simple mission: to create gentle, natural formulas that help you feel amazing in your own skin. Join our journey and let your true radiance shine! #PERLfectlyYou #NaturalSkincare #RealResults #SkinConfidence
• •Product Page (for a new customizable serum): Your Skin, Your Rules. Introducing the 'Adapt' Serum – because we know one-size-fits-all doesn't cut it. Crafted with potent natural botanicals and zero harsh chemicals, this waterless wonder lets you tailor your treatment. Dry day? Add an extra boost of hydration. Oily T-zone? Dial it back. It’s simple, effective, and all about empowering your skin. #CustomSkincare #WaterlessBeauty #PerlCosmetics #SensitiveSkinFriendly
• •Email Newsletter Subject: A Little Note From Our Founder, Isobel + A Treat For You! Hey [Customer Name], Isobel here! When I started PERL from my kitchen table, I dreamt of creating more than just skincare – I wanted to build a community that celebrates authentic beauty and supports each other. Seeing your amazing results and hearing your stories means the world. As a thank you for being part of our journey, here’s a little something to brighten your day [exclusive offer/tip]. Remember, your skincare moment is a little act of self-love. Cherish it. #FounderStory #CommunityLove #PERLCares #SelfCareJourney
• •TikTok Video Script (Founder speaking directly to camera, showing product): Okay, real talk – running a business is a rollercoaster! 🎢 Some days are amazing, others... not so much! But through it all, creating products like our [Product Name] that genuinely help your skin and boost your confidence? That's what keeps me going. Made with love, natural ingredients, and none of the nasties. We’re keeping it real, always. Got questions? Drop them below! 👇 #SmallBizLife #FounderJourney #SkincareThatWorks #PERLBehindTheScenes
• •Facebook Ad (Carousel showing product texture, ingredients, and happy customer): Tired of complicated routines and ingredients you can't pronounce? We get it. PERL Cosmetics is all about simple, natural, and effective skincare. 🌿 Our [Product Name] is packed with [Key Ingredient 1] & [Key Ingredient 2] to [Benefit 1] & [Benefit 2], without any hidden surprises. Just pure, skin-loving goodness handmade in the UK. Ready for your PERL glow-up? ✨ #SimplyPERL #NaturalBeauty #SustainableSkincare #MadeInUK