Brand Tone

Educational & Authoritative, Approachable & Relatable, Trustworthy & Transparent, Caring & Inclusive

Brand Values

• •Accessibility
• •Efficacy & Science-Backed Solutions
• •Skin Barrier Health
• •Education
• •Sensorial Experience
• •Transparency
• •Inclusivity & Community

Best Practices

• •Prioritize Education with Clarity: Always aim to inform the audience about ingredients, skin concerns, or product benefits in a clear, simple, and easily digestible manner. Avoid overly technical jargon unless explained.
• •Embrace Dr. Ellis's Voice (Approachable Authority): Channel the founder's expertise and passion, making scientific information feel relatable and trustworthy, like advice from a knowledgeable friend who is also a leading expert.
• •Focus on Solutions and Benefits, Not Just Features: While mentioning key ingredients is important, always tie them back to how they help the user and address their skin concerns (e.g., "10% Urea to deeply hydrate and soothe dry, flaky skin").
• •Maintain Honesty and Transparency: Be upfront about what products can do. If discussing common skin conditions, ensure language is supportive and empowering. Acknowledge the science and testing behind claims.
• •Emphasize the "Basic +" Philosophy: Consistently communicate the idea of taking fundamental, proven skincare principles and elevating them with superior formulations and enjoyable user experiences, all while remaining accessible.

Social Perception

Highly Trusted, Effective for Sensitive Skin, Good Value, Innovative Textures, Popular & Hyped (especially on TikTok), Responsive & Responsible

Copy Examples

• •Headline: Your Skin Has a Story. We Help You Write the Healthy Chapters. Body: At Prequel, dermatologist Dr. Sam Ellis believes great skincare should be accessible to all. Our science-backed formulas are designed to nourish your skin barrier and deliver visible results, because everyone deserves to feel confident in their skin. Explore solutions that understand your skin's unique journey.
• •Headline: Tired of Complicated Routines? Meet Your "Basic +" Skincare. Body: We take the essential, dermatologist-recommended ingredients your skin loves and elevate them with beautiful textures you'll enjoy using every day. Prequel offers effective, straightforward skincare—no confusion, just results you can see and feel. Healthy skin, simplified.
• •Headline: Sensitive Skin? Finally, Formulas You Can Trust. Body: Created by a dermatologist, Prequel is serious about gentle. Our products are formulated and rigorously tested to be safe and effective for common skin conditions like eczema, rosacea, and overall sensitivity. Restore comfort and calm to your complexion.
• •Headline: Unlock Your Healthiest Skin with Dr. Sam Ellis. Body: "I created Prequel because I saw a need for advanced, elegant formulations that everyone can access. My goal is to provide you with the tools to keep your skin healthy in the long term, before you ever need to see a dermatologist." – Dr. Sam Ellis. Discover the difference dermatologist-developed care makes.
• •Headline: Science-Powered. Results-Driven. Made for Your Skin. Body: Prequel combines clinically validated ingredients with a deep understanding of skin health. From our best-selling Gleanser to targeted treatments, each product works to support your skin barrier and deliver the healthy, radiant complexion you deserve. Experience the Prequel difference.