Brand Tone

reassuring, premium, and gentle

Brand Values

• •Purity and Safety
• •Gentleness on Sensitive Skin
• •Superior Quality and Efficacy
• •Transparency and Trust
• •Care for the Whole Family

Best Practices

• •Always Prioritize "Gentle" and "Safe": Use a vocabulary of care and protection. Words like gentle, soft, pure, safe, soothing, and hypoallergenic should be central to all communications.
• •Highlight the Korean Heritage and Quality: Consistently mention the "Made in South Korea" origin and the advanced technology (e.g., water filtration) to reinforce the premium quality and innovation behind the product.
• •Emphasize Natural Ingredients: When discussing product features, focus on the benefits of the natural components like Calendula oil and other herbal extracts. This appeals to health-conscious parents.
• •Speak to Both Baby and Parent: Frame the benefits inclusively. The product helps the baby by being gentle and effective, which in turn gives the parent confidence and reduces stress.
• •Use Customer Testimonials and Social Proof: Leverage the overwhelmingly positive reviews in marketing copy. Phrases like "parent-approved" or featuring direct quotes can build immense trust and validate brand claims.

Social Perception

The public perceives RICO Baby as a high-quality, trustworthy, and effective brand that justifies its premium positioning. Consumers view it as a superior alternative to mass-market brands, especially for children with sensitive skin. The brand is seen as an 'investment' in a baby's comfort and skin health, with many users expressing strong loyalty and recommending it to other parents. While positioned as a premium product, customers often describe it as providing excellent value due to its effectiveness and the prevention of skin issues.

Copy Examples

• •Gentle from the very first touch. Our wipes are crafted with 99.9% ultrapurified water and a hint of nature's best, like soothing Calendula oil. Because we believe your baby's delicate skin deserves nothing less than the purest care. #RICOBaby #GentleCare #PureAndSimple
• •Fewer worries, happier changes. With RICO Baby's hypoallergenic and dermatologically tested wipes, you can have confidence in every clean. Give your baby the gentle protection they need, and yourself the peace of mind you deserve.
• •Is your baby's skin asking for a gentler touch?
• •Crafted with care in South Korea since 1991, each RICO Baby wipe combines advanced 11-stage water purification with time-tested herbal extracts. Our signature embossed texture gently lifts away impurities without irritation, offering a touch of luxury and superior efficacy in your daily routine.
• •Tired of wipes that cause redness and irritation? You're not alone. Thousands of parents have switched to RICO Baby for our ultra-soft, fragrance-free wipes designed for the most sensitive skin. See the difference a truly gentle, premium wipe can make.