Brand Tone

Educational and Approachable, evolving to Trendy and Engaging on platforms like TikTok, with an underlying Friendly and Community-Oriented feel.

Brand Values

• •Expertise and Trust
• •Community
• •Accessibility and Value
• •Curated Quality
• •Personalized Care

Best Practices

• •Always Lead with Expertise: Whether the topic is a new dress or a new serum, the copy should always feel like it's coming from a knowledgeable and trustworthy source. Use phrases like "Expert-approved," "Pharmacist-selected," and "Science-backed" to reinforce brand authority.
• •Maintain an Encouraging, Not Prescriptive, Tone: The voice should be that of a helpful friend who happens to be an expert. Instead of "You must use this," opt for "Here 's why your skin will love this..." It's about empowering customers with knowledge, not dictating their choices.
• •Bridge the Gap Between "Pharmacy" and "Favorites": Consistently blend the clinical/trustworthy aspect with the fun/trendy side. Pair educational posts with user-generated content, and mix scientific explanations with lifestyle-focused boutique promotions to show that both are core to the brand identity.
• •Speak the Platform's Language: Adapt the core tone to each social channel. Instagram can be more aesthetic and educational, while TikTok should be faster, more visual, and leverage trends. However, the underlying values of trust and expertise must remain consistent across all platforms.
• •Create a "Value Vocabulary": Develop a list of go-to words and phrases that reflect the brand's core values. This list might include: Curated, Trusted, Community, Effective, Authentic, Handpicked, Professional, Glow, Healthy, Value. Weaving these words into copy across all channels will create a strong, consistent, and recognizable brand voice.

Social Perception

The public perceives Pharm Favorites as a trustworthy source for high-quality skincare, due to its pharmacy affiliation. Customers appreciate the blend of professional knowledge and a trendy, boutique-like shopping experience, seeing it as a reliable place for effective, popular products. The local community views it as a beloved hometown business that has successfully expanded online.

Copy Examples

• •Ready to glow? 🍊 Vitamin C is a powerhouse antioxidant that brightens skin, fades dark spots, and protects against environmental damage. But not all serums are created equal. As pharmacy experts, we stand by @LaRochePosay's 10% Pure Vitamin C Serum for its potent, effective formula that delivers real results. Tap to shop this Pharm Favorite and give your skin the expert-approved boost it deserves! #PharmFavorites #DermSkincare #VitaminC #ExpertApproved
• •From our family pharmacy in Tulsa to your front door. For over 75 years, Economy Pharmacy has been a name you can trust. Now, our handpicked 'Pharm Favorites' bring our expert-curated skincare and unique boutique finds to you, wherever you are. Experience the difference that professional care makes. #EconomyPharmacy #TrustedChoice #ShopSmall
• •Our 3-step morning routine for healthy, glowing skin! ✨ All products are pharmacist-approved. ✅ #SkincareRoutine #GRWM #PharmFavorites #DermatologistRecommended
• •✨ A Gift From Your Pharmacist | FREE Shipping On All Orders!
• •Expert Picks, Favorite Finds. The best in science-backed skincare and on-trend style, curated for you by the team you trust. Welcome to Pharm Favorites.