Brand Tone

Friendly, approachable, and youthful, characterized by a colloquial, caring, and affectionate voice that is also reassuring and amiable, using emoticons to enhance a personable and warm communication style.

Brand Values

• •Authenticity
• •Customer-Centricity
• •Ethical Consumerism

Best Practices

• •Always Use "Carita": Consistently refer to the face as "carita" to maintain the brand's signature affectionate and personal tone.
• •Maintain a Youthful and Friendly Voice: Employ cheerful and accessible language. Use emojis ✨, 😍, and 😉 where appropriate to add personality, but without overdoing it.
• •Emphasize Gentleness and Care: Frame product benefits around concepts of "consentir" (to pamper), "cuidar" (to care for), and "abrazar" (to hug) the skin.
• •Incorporate "Chulo/Chula": Use the brand's name and its variations as a term of endearment and a descriptor for products and results ("lo más chulo," "qué chula te ves").
• •Be Reassuring and Transparent: In all communications, especially concerning product authenticity, shipping, and returns, use clear and supportive language to build and maintain customer trust, just as in the current FAQ section.

Social Perception

Perceived as a trustworthy and specialized niche retailer for K-beauty enthusiasts in Mexico, positioning itself as knowledgeable curators. The transparent and friendly communication fosters a sense of security, and its community-oriented approach, including local pickup options and engaging social media content, builds trust with customers.

Copy Examples

• •¿Lista para el glow-up? ✨ Te trajimos el nuevo suero de Anua que dejará tu carita más suave y luminosa que nunca. ¡Directo de Corea a tu nido!
• •El sol no pide permiso, ¡pero tu carita sí pide protección! ☀️ Con el sun stick de Beauty of Joseon, cuídate con estilo y sin sentir la piel grasosa. ¡Es un abrazo para tu piel!
• •¡Oye, chula! Notamos que le echaste un ojo a nuestros tónicos. 😉 No dejes a tu carita con el antojo. ¡Completa tu compra y empieza a brillar!
• •¡Nos encanta verlas felices! 😍 Miren lo que nuestras 'chicks' opinan de sus nuevos tesoros coreanos. ¡Gracias por confiar en nosotras para consentir su piel!
• •¿Tu primer pedido? ¡Qué emoción! Usa el código: HOLACHULA y recibe un 10% de descuento. Bienvenida a la familia PICOCHULO, donde consentir tu piel es lo más chulo.