Brand Tone

empowering, friendly, and aspirational

Brand Values

• •Empowerment
• •Community & Inclusivity
• •Quality & Heritage
• •Opportunity & Personal Development
• •Integrity & Trust
• •Sustainability & Responsibility
• •Passion & Inspiration

Best Practices

• •Embrace "You-focused" Language: Always address the customer directly ("you," "your"). Focus on their aspirations, needs, and how JAFRA can help them achieve their goals (e.g., "Unlock *your* confidence," "Build *your* success story"). This reinforces the empowering and supportive tone.
• •Infuse Positivity and Inspiration: Use uplifting and encouraging words. Highlight the positive impact of the products and the business opportunity (e.g., "radiant," "power," "shine," "dream," "success," "celebrate"). Avoid overly technical jargon unless explaining a key benefit in simple terms.
• •Highlight Empowerment and Opportunity: Consistently weave in messages about personal growth, financial independence, and self-belief, especially when promoting the consultant aspect. Frame products not just as cosmetics, but as tools for self-expression and confidence.
• •Maintain a Friendly and Approachable Voice: Write as if you're having a warm, helpful conversation. Use inclusive language. Even when being aspirational, ensure the tone remains grounded and relatable. On social media, adapt this to be more conversational and engaging, using questions and encouraging interaction.
• •Reference Heritage with a Modern Twist: Acknowledge JAFRA's long history and iconic products (like Royal Jelly) as a sign of trust and quality, but frame it within a modern context, highlighting innovation and relevance for today's consumer. This balances reliability with contemporary appeal.

Social Perception

JAFRA Cosmetics is generally perceived as a long-standing, reputable brand in the direct-selling beauty market, known particularly for its skincare, especially the Royal Jelly products, and fragrances.

Copy Examples

• •Headline: Reveal Your Radiance. Discover Your Power. Body: More than just makeup, it's a movement. For over 65 years, JAFRA has been empowering you to shine from the inside out. Explore our world of beauty and unlock the confidence that's uniquely yours. Your journey to a more radiant you starts now. Call to Action: Explore JAFRA Beauty
• •Headline: Your Beauty. Your Business. Your Terms. Body: Dream of being your own boss? With JAFRA, you can! Join a supportive community of passionate entrepreneurs and share the beauty you love. We provide the tools, the training, and the heritage of quality – you bring the passion. Let's build your success story, together. Call to Action: Become a JAFRA Consultant
• •Headline: Timeless Beauty, Modern Glow. Body: Experience the legendary power of our Royal Jelly collection, a secret to beautiful skin cherished for generations. Combined with cutting-edge skincare innovations, JAFRA brings you the best of nature and science. Feel the JAFRA difference – ageless beauty for every version of you. Call to Action: Shop Royal Jelly Skincare
• •Headline: More Than a Look, It's a Feeling. Body: That JAFRA feeling? It’s confidence in every drop, every shade, every spritz. It’s knowing you’re using products crafted with care, designed to make you feel as amazing as you look. Celebrate your individuality and express your beautiful self! Call to Action: Find Your Signature Scent
• •Headline: Join the JAFRA Family: Where Beauty Meets Opportunity. Body: Looking for high-quality beauty products and a chance to grow? You've found it! At JAFRA, we're passionate about creating beauty that inspires and opportunities that empower. Connect with us, discover your favorites, and see what’s new! Call to Action: Follow Us & Get Inspired @JAFRACosmetics