Brand Tone

Friendly, relatable, and slightly irreverent, using humor and casual language to destigmatize acne. There is also an undercurrent of empowerment promoting self-acceptance.

Brand Values

• •Authenticity and Transparency
• •Effectiveness and Quality
• •Community and Support
• •Self-Acceptance
• •Playfulness and Fun

Best Practices

• •Speak their language: Continue using casual, relatable language that resonates with your target audience. Incorporate slang and humor where appropriate, but always keep it inclusive and positive.
• •Lead with empathy: Acknowledge the frustrations and insecurities that can come with acne. Start with the problem, but quickly pivot to the solution and the feeling of empowerment. The founder's story is a great example of this.
• •Keep it real: Avoid making unrealistic claims. Celebrate real results and showcase genuine customer experiences. Continue to be transparent by not hiding less-than-perfect reviews.
• •Inject personality: Don't be afraid to be playful and a little cheeky. Your brand's personality is a key differentiator. Use emojis and a conversational tone in social media and email marketing.
• •Build your community: Continue to use inclusive language like '#poofertroopers' to foster a sense of belonging. Encourage user-generated content and actively engage with your audience to make them feel seen and heard.

Social Perception

Generally positive. Customers see the brand as effective, trustworthy, and relatable. It is well-regarded for its niche focus and understanding of its target audience's pain points. The cute and 'Instagrammable' nature of products also contributes to popularity and social sharing.

Copy Examples

• •Skin throwing a tantrum? Our new 'Chill Out' moisturizer is like a spa day for your face. Packed with [key ingredient] to soothe redness and irritation, so you can go from 'eek!' to 'oh yeah' in no time. #PoofAndChill
• •We love to see our #poofertroopers in action! @[user_handle] is rocking our Star Patches and looking amazing while doing it. Remember, a pimple is just a visitor, not a permanent resident. #PoofOffPimples
• •Pimple stress? Poof! Gone.
• •Your skin's new BFF is inside.
• •Treat your acne, not your confidence. Effective skincare for the skin you're in. Shop the collection.