Brand Tone

Confident & Authoritative, Innovative & Problem-Solving, Empowering & Inclusive, Approachable & Friendly, Results-Oriented & Benefit-Driven

Brand Values

• •Innovation
• •Quality & Efficacy
• •Customer-Centricity
• •Skin Health & Kindness
• •Honesty & Transparency
• •Empowerment

Best Practices

• •Lead with the Solution: Always frame product descriptions and ad copy around solving a specific tanning problem (e.g., orange tones, difficult removal, dryness, patchy fades). Highlight the innovative aspect that addresses this.
• •Use Confident & Assured Language (Backed by Proof): Make bold claims about product efficacy but ensure they are substantiated by awards, customer testimonials, ingredient benefits, or unique formulation aspects (e.g., "award-winning," "viral sensation," "expertly formulated").
• •Emphasize "Effortless Beauty" & "Salon-Quality at Home": Position the products as easy to use and capable of delivering professional-level results without the salon visit, empowering users to achieve their desired look conveniently.
• •Incorporate Inclusive and Empowering Messaging: Use language that appeals to a wide range of skin tones and types. Focus on how the products help users feel good and confident in their skin, rather than just focusing on the aesthetic change.
• •Maintain a Balance of Expertise and Approachability: While showcasing industry knowledge and innovation, keep the language clear, direct, and relatable, especially in social media captions and customer interactions. Avoid overly technical jargon unless clearly explained. Use words like "we," "you," and "your" to create a direct connection with the audience.

Social Perception

Highly Regarded for Tan Removal, Trusted for Natural-Looking Tans, Innovative and High Quality, Good for Sensitive Skin, Community Focused, Generally Reliable and Effective

Copy Examples

• •Headline: Done with orange? So are we. Hello, Velvety Olive Glow! Body: Tired of tans that scream "fake"? Our Velvety Tanning Mousse, with its unique green undertones, neutralizes orange for your deepest, most natural-looking olive tan yet. Hydrating, streak-free, and award-winning. Innovate your tan. #RoseAndCaramel #OliveTan #NoOrangeTones
• •Headline: Strip Away Yesterday's Tan in 60 Seconds. Seriously. Body: Life's too short for scrubbing! Our viral Purity Excel Tan Remover erases even the most stubborn tan in just one minute, leaving your skin soft, prepped, and ready for your next flawless application. It's not magic, it's Rose & Caramel innovation. #TanRemovalRevoltion #60SecondTanRemover #GameChanger
• •Headline: Your Skin Deserves a Tan That Cares. Body: At Rose & Caramel, we believe a stunning tan shouldn't come at a cost to your skin. That's why our formulas are packed with hydration, vegan, cruelty-free, and kind to even sensitive skin. Tan beautifully, tan kindly. #SkinLovingTan #VeganTanning #SensitiveSkinFriendly
• •Headline: From Tan Novice to Glow Pro – We've Got Your Tone. Body: Whether you're after a subtle sun-kiss, a deep bronze, or a rich olive, our range is designed for every skin tone and every tanning goal. Achieve salon-quality results at home, effortlessly. Find your perfect match with our Tan Match Quiz! #ATanForEveryTone #FlawlessFinish #SalonQualityAtHome
• •Headline: Tan For You. Feel Unstoppable. Body: It's more than just a tan; it's a confidence boost. Our 'I TAN FOR ME' philosophy is about embracing your glow, your way. Join the community of women who choose Rose & Caramel for a tan that empowers. #ITanForMe #ConfidenceBoost #RoseAndCaramelCommunity