Brand Tone

Playful, confident, and accessible, blending fun, pop-culture-relevant language with a clear focus on effectiveness and a "shelfie-worthy" aesthetic.

Brand Values

• •Self-Love and Authenticity: Encouraging self-definition of beauty, free from traditional standards, focusing on feeling good and having fun.
• •Affordable Luxury: Providing premium quality, effective skincare products at accessible price points.
• •Effective & Clean Formulas: Commitment to natural, advanced, cruelty-free, and paraben-free formulas, primarily formulated in Korea.
• •Fun & Joy: Believing skincare should be enjoyable, reflected in whimsical names, vibrant packaging, and an overall lively brand personality.

Best Practices

• •Always inject the brand's fun, confident, and slightly cheeky voice into the first line of any copy. Start with a relatable hook, not a clinical explanation.
• •While the tone is fun, always bring it back to the product's effectiveness. Pair a playful headline with a body that clearly explains the benefits and key ingredients.
• •Develop a list of on-brand words and phrases ("glow-getter," "shelfie-worthy," "skinlove," "vibey") and off-brand words to avoid (e.g., "anti-wrinkle," "flawless," "perfect").
• •Use conversational language, questions, and relatable scenarios. Write as if you're giving advice to a friend who wants to feel good about their skin.
• •Ensure the vibrant, "Instagram-worthy" aesthetic of the packaging and social media is mirrored in the copy. The words should feel as colorful and energetic as the brand looks.

Social Perception

Largely positive, perceived as authentic, relatable, and effective in delivering visible results, especially for Millennials and Gen Z. Customers appreciate the combination of natural ingredients, fun branding, and the emphasis on self-expression and self-care, despite some perceiving products as slightly pricey.

Copy Examples

• •Bad skin day? We don’t know her. Your skin called, it wants a vacation. ✨ Enter Honeymoon Glow. Packed with Niacinamide and powerful antioxidants, this serum is your one-way ticket to a brighter, smoother complexion. No filter, just glow. #SmoochSkin #HoneymoonGlow #Skinlove
• •Serious Skincare. Not-So-Serious Vibe. Get real results without the boring routines. Our Korean-formulated serums are packed with everything your skin loves (and none of the fluff). Cruelty-free, fun, and oh-so-effective. Shop the glow up!
• •Psst... Your Shelfie is Missing Something. Hey glow-getter! Still searching for that one product that changes everything? Meet the squad. From our hydrating hero (H2)OH MY! to our anti-aging icon Forever Young, Smooch is here to make you fall in love with your skin again. Because self-care should be the best care. Find your new favorite today!
• •Uninvite That Pimple. That unwelcome guest that popped up overnight? Stick a cloud on it. Our hydrocolloid patches get to work in as little as 6 hours, absorbing gunk and shrinking spots. They’re cute, effective, and your skin’s new best friend for handling drama.
• •Still Thinking About Us? Your cart is, and it’s got great taste. That Smooch Skin goodness is waiting for you. Don't let your skin miss out on the glow-up it deserves. Complete your order and get ready to redefine your beauty routine. Fun, affordable luxury is just a click away.