Brand Tone

Skintegra: Scientific, educational, transparent, professional, and empathetic. Skinlick: Friendly, approachable, simple, youthful, and authentic.

Brand Values

• •Effectiveness & Quality
• •Transparency
• •Ethical Practices
• •Sustainability
• •Inclusivity & Real Beauty
• •Community & Social Responsibility
• •Simplicity (Skinlick)
• •Gentleness

Best Practices

• •Develop Clear Brand Voice Guidelines: Create separate, detailed guidelines for Skintegra (scientific, educational, empathetic) and Skinlick (simple, friendly, authentic). Include approved vocabulary, a "do's and don'ts" list for language, and example sentences for each.
• •Understand Your Audience for Each Brand: Tailor messaging for Skintegra towards consumers interested in the science of skincare and solutions for specific, often complex, issues. For Skinlick, target an audience that appreciates simplicity, ethical products, and a more youthful, direct approach.
• •Emphasize Core Values Consistently: For Skintegra, weave in terms related to "clinically proven," "active ingredients," "research," and "skin health." For Skinlick, use words like "simple," "effective," "kind," "real," and "everyday." Both should consistently highlight "vegan," "cruelty-free," and their community efforts.
• •Maintain Authenticity and Transparency: Avoid exaggerated claims for both brands, aligning with Skintegra's "no-nonsense" and Skinlick's "No BS" philosophy. Be open about ingredients and their benefits in a way that is understandable to each brand's target audience.
• •Train and Align All Content Creators: Ensure anyone writing copy for the brands (internal team, freelancers, agencies) is thoroughly familiar with the distinct voice guidelines for Skintegra and Skinlick to maintain consistency across all platforms, from website product descriptions to social media posts and advertisements.

Social Perception

Skintegra: Generally perceived very positively as a high-quality, effective, and trustworthy Croatian brand. Skinlick: Viewed as a welcome, more accessible, and simpler extension of Skintegra.

Copy Examples

• •Skintegra: Target stubborn breakouts with Skintegra's Clarion Serum. Formulated with 2% Salicylic Acid and 4% Glycolic Acid, our clinically researched solution penetrates deep to clear congestion and refine skin texture, restoring clarity and confidence. Health first, beauty second.
• •Skintegra: Experience the science of calm with Skintegra Infrared. This potent serum, rich in azelaic acid, niacinamide, and soothing botanicals, is expertly designed to reduce redness and fortify your skin’s barrier against inflammation. Gentle care for your sensitive skin, backed by research.
• •Skinlick: Keep it simple, keep it glowing! Skinlick's Cloud Cream Light offers everyday hydration with niacinamide and hyaluronic acid. Quick-absorbing, no fuss, just happy, healthy-looking skin. Because good skincare doesn't need to be complicated.
• •Skinlick: Real skin has texture, pores, and deserves love! Our Kindwash Cica Facial Cleanser gently cleanses and soothes with Centella Asiatica. Effective care that’s kind to your skin and our planet. #RealSkinBeauty
• •Skinlick: No BS, just results. Skinlick's Neuropeptide Pure Shot serum is your go-to for smoother, plumper skin. Efficient, fun, and made with ingredients that truly work. Skincare you'll love!