Brand Tone

joyful, whimsical, inclusive, and subtly cool

Brand Values

• •Joy and Optimism
• •Inclusivity and Self-Expression
• •Kindness and Positivity
• •Creativity and Artistry
• •Sustainability and Responsibility (emerging)
• •Connection

Best Practices

• •Embrace Positive Language: Focus on uplifting words, joyful expressions, and optimistic phrasing. Avoid overly technical or negative language.
• •Speak to "Everyone" Inclusively: Use gender-neutral language and ensure messaging resonates with a diverse audience, reflecting the brand's core value of inclusivity.
• •Inject Whimsy and Playfulness: Don't be afraid to use slightly more poetic, imaginative, or lighthearted descriptions. Think about evoking feeling rather than just stating facts.
• •Maintain an Understated Cool: While joyful and whimsical, the tone should also retain a sense of effortless style and sophistication. Avoid anything that feels overly forced, cheesy, or too loud.
• •Focus on the Experience and Emotion: Highlight how the products make people *feel* – the joy, the confidence, the moment of self-care – rather than just listing features. Connect with the emotional benefits.

Social Perception

Pleasing is generally perceived very positively, closely tied to the persona and values of its founder, Harry Styles. Customers and the public often see Pleasing as an authentic extension of Harry Styles' own values of kindness, inclusivity, and creativity.

Copy Examples

• •Dip your fingertips into a dream. Our new palette is here to paint your moments with wonder and a splash of the unexpected. What stories will your hands tell?
• •Unlock that inner glow. Gentle, joyful care for skin that’s ready to smile. Let your true self shine through, beautifully.
• •Wear your happy. Comfort that feels like a hug, style that whispers your song. For everyday adventures and cozy corners.
• •Finding the pleasing in the everyday. It’s in the light, the laughter, the quiet little wonders. What’s made you smile today? #PleasingMoments
• •Psst... Something wonderful has arrived.