Brand Tone

aspirational yet accessible. It is professional, benefit-driven, encouraging, and focuses on empowerment through beauty, positioning the product as a reliable and effective cosmetic tool.

Brand Values

• •Quality and Efficacy
• •Health and Safety
• •Confidence and Beauty
• •Simplicity and Reliability

Best Practices

• •Lead with the Benefit: Always start with what the customer gains—confidence, a beautiful glow, compliments—before diving into product features. The focus should be on the aspirational outcome.
• •Use Luxurious Adjectives: Employ words like "radiant," "flawless," "luxurious," "sun-kissed," and "golden" to reinforce the premium quality of the product and the desired result.
• •Maintain a Positive and Encouraging Voice: The copy should empower the customer, making them feel like achieving a perfect tan is easy and within their reach. Use phrases like "Your secret to...", "Effortless application", and "You've got this."
• •Address Pain Points Subtly: Acknowledge common self-tanning problems (streaks, odor, orange color) and immediately present your product as the definitive solution, which builds trust and highlights brand value.
• •Be Clear and Direct in Calls-to-Action (CTAs): While the descriptive language is aspirational, CTAs should be simple and instructive. Use clear directives like "Shop The Glow," "Discover Your Perfect Tan," "Learn More," and "Add to Cart."

Social Perception

The product 'Million Dollar Tan' is perceived as highly positive, trustworthy, and effective, solving common self-tanner problems and offering premium quality. Brand awareness in Germany is limited, but the product itself is seen as a reliable solution for a flawless self-tan.

Copy Examples

• •Homepage Banner: Your endless summer starts now. Discover the secret to a flawless, natural-looking tan without the sun. Our luxurious, easy-to-apply formulas nourish your skin while delivering a radiant, streak-free glow. Welcome to your year-round sunshine.
• •Product Description - Mermaid Mousse: The cult-favorite mousse for a legendary glow. Effortless, airy, and utterly effective. Our Mermaid Mousse glides on for an instant, beautiful bronze that develops into a deep, long-lasting tan. Enriched with hydrating botanicals, it dries quickly, smells divine, and never leaves you orange. Ready for your close-up?
• •Facebook Ad: Tired of the self-tanner smell? So were we. Get a beautiful, golden-bronze tan without the tell-tale scent. Million Dollar Tan is formulated to be as pleasant to use as it is effective. Get 15% off your first order and experience the difference. #Tanning #Beauty #SelfCare
• •Instagram Post: Confidence looks good on you. So does a perfect tan. Our Tan Icon spray gives you that "just back from vacation" radiance in minutes. Tap to shop the glow. #MillionDollarTan #GlowUp #SunlessTanning #BeautyGoals
• •Email Newsletter: Don't let your glow fade. Tips for a longer-lasting tan. Hi [Name], want to keep that beautiful bronze looking perfect? This week, we're sharing our top 3 secrets for extending the life of your tan. Plus, see our best-selling Blend Friend Barrier Cream, the key to flawless hands and feet.