Brand Tone

Clinical, Empathetic, and Trustworthy

Brand Values

• •Efficacy & Relief
• •Scientific Formulation
• •Quality and Simplicity
• •Customer-Centricity

Best Practices

• •Lead with Empathy, Support with Science: Always start by acknowledging the customer's pain point and frustration. Then, pivot to explaining why ProKera is the solution, referencing its pharmacist-developed origins and clinically proven ingredients.
• •Use Testimonials Everywhere: Customer stories are your most powerful asset. Integrate quotes and before/after scenarios into social media posts, emails, and product pages to build trust and social proof.
• •Maintain a 'No-Frills' Honesty: Avoid overly flowery or cosmetic language. Use direct, practical terms like 'non-greasy,' 'absorbs quickly,' and 'fragrance-free.' This aligns with the perception of a functional, therapeutic product, not a luxury beauty item.
• •Highlight the Founders' Story: Regularly mention that the brand is owned and operated by pharmacists. This reinforces the values of expertise, trustworthiness, and personal investment in the product's quality and the customer's well-being.
• •Focus on 'Relief' and 'Healing,' Not Just 'Moisture': While ProKera is a moisturizer, its value proposition is much stronger. Use powerful, action-oriented words that speak to solving a serious problem, such as 'restores,' 'renews,' 'heals,' and 'relieves.' This differentiates it from standard lotions.

Social Perception

Overwhelmingly positive, particularly among users with chronic and severe skin issues. Customers frequently describe finding ProKera after years of suffering and after having tried numerous other products without success. Reviewers consistently praise the product's effectiveness, noting visible and palpable results. A recurring theme is that customers were introduced to the product by a medical professional, adding to its credibility. While some acknowledge the product is expensive, its effectiveness makes it worth the cost.

Copy Examples

• •Headline: Tired of trying everything for your dry, cracked skin? Body: Stop the cycle of lotions that don't work. ProKera was developed by a pharmacist and a dermatologist for one reason: to provide real relief for skin in crisis. Our clinically proven formula with glycolic acid doesn't just coat your skin—it exfoliates and deeply moisturizes to heal from within. See the difference for yourself. Call to Action: Shop Now & Find Relief.
• •Headline: Pharmacist-Developed. Dermatologist-Recommended. Real Results. Sub-headline: For over 25 years, ProKera has been the trusted solution for severe dry skin, eczema, and psoriasis when nothing else works. Experience true, non-greasy healing. Button: Discover the Formula.
• •Subject: It's not just dry skin, it's your quality of life. Body: We understand the constant discomfort and frustration. That’s why ProKera isn't just another moisturizer. It's a therapeutic formula designed to restore your skin's barrier. The secret is Glycolic Acid, which gently removes dry, damaged layers so moisture can finally penetrate. Hear from users who, like you, finally found relief. [Link to Testimonials] Call to Action: Read Their Stories.
• •Headline: More Than a Moisturizer—It's a Skin Renewer. Body: ProKera Hand & Body Moisturizer is formulated to do what others can't. It absorbs instantly with no greasy residue. Its fragrance-free formula is perfect for sensitive skin. And thanks to 3% Glycolic Acid, it actively exfoliates dead cells, stops the itch, and heals cracked skin, leaving it feeling smooth and comfortable all day. Call to Action: Add to Cart.
• •Headline: Still thinking about it? Your skin doesn't have to wait. Body: You've seen what ProKera can do. Don't let severe dry skin control another day. Remember, we're so confident you'll find relief that we offer a 3-day money-back guarantee. Make the change to skin that feels normal again. Call to Action: Try ProKera Risk-Free.