Brand Tone

Warm & Approachable, Educational, Authentic, and Aspirational

Brand Values

• •Asian Beauty Wisdom & Heritage
• •Modern Science & Efficacy
• •Clean & Skin-Loving Ingredients
• •Cruelty-Free
• •Empowerment & Confidence
• •Multi-Tasking Products
• •Community & Giving Back

Best Practices

• •Lead with "Asian Wisdom, Modern Philosophy": Consistently weave the brand's core narrative into the copy. Mention the founder's heritage, the time-tested botanicals (Blue Lotus, White Tea, etc.), and how these are combined with effective, modern skincare science. This is a key differentiator.
• •Speak with Warmth and Empathy: Use friendly, inclusive, and encouraging language. Address customer pain points (like sensitive skin or complexion concerns) with understanding, positioning Purlisse as a supportive solution. Avoid overly technical jargon unless explaining an ingredient's benefit clearly.
• •Focus on Benefits & Transformation, Not Just Features: While ingredient transparency is important, always connect features (e.g., "contains Blue Lotus extract") to tangible benefits ("to help soothe and provide antioxidant protection for a radiant glow"). Emphasize how the products make the customer *feel* (confident, radiant, healthy).
• •Maintain an Authentic & Relatable Voice: Draw from Jennifer Yen's founder story when appropriate to build trust and authenticity. Encourage user-generated content and interaction to foster a community feel. Use "we" and "you" to create a direct connection with the audience.
• •Highlight "Clean Beauty" & "Cruelty-Free" Values: Reiterate the commitment to skin-loving formulas free from harsh chemicals and the brand's cruelty-free stance in product descriptions, social media bios, and relevant content. This appeals to conscious consumers and is a significant part of the brand's identity.

Social Perception

Effective Products, Gentle & Suitable for Sensitive Skin, High-Quality Ingredients, Pleasant Experience, Good Value for an "Indie" Luxury Brand, Founder's Story Resonance, Strong Performers, Positive Social Media Engagement

Copy Examples

• •Headline: Rediscover Your Radiance, Naturally. Body: Inspired by generations of Asian beauty wisdom, our Blue Lotus Brightening Serum blends potent botanicals with modern science to unveil your skin's natural luminosity. Gentle, effective, and kind to your skin. What ancient secrets will you unlock? #PurlisseGlow #AsianWisdom
• •Headline: Sensitive Skin? Meet Your Soothing Solution. Body: Tired of harsh ingredients? Purlisse is formulated with love and powerful, clean botanicals. Our founder, Jennifer Yen, created Purlisse after her own skin struggles, so we know gentle care. Experience the difference heritage and science make. ✨ #SensitiveSkinSavior #PurlisseClean
• •Headline: More Than Makeup, It's Skincare Perfected. Body: Why choose between coverage and care? Our award-winning Ageless Glow Serum BB Cream SPF 40 gives you flawless, natural-looking coverage while nourishing your skin with Bakuchiol and Vitamin C. Believe in your beauty, simplify your routine. 💖 #BBCreamHero #MultiTaskingBeauty
• •Short & Engaging (Social Media): Text: That Purlisse glow hits different. ✨ Our secret? Ancient Asian wisdom meets modern results. What’s your favorite Purlisse ritual? Share below! 👇 #PurlissePerfect #SelfCareSunday
• •Benefit-Oriented (Product Specific): Headline: Energize & Awaken Tired Skin in 2 Minutes! Body: Our Watermelon Energizing Aqua Balm is like a burst of hydration for your skin! Packed with vitamins and soothing botanicals, it calms, smooths, and revitalizes for a complexion that truly shines. Your skin’s new BFF is here. 🍉 #WatermelonGlow #PurlisseHydration