Brand Tone

clinical, informative, minimalist

Brand Values

• •Efficacy and Results-Driven
• •Scientific Foundation
• •Transparency
• •Simplicity

Best Practices

• •Lead with the "Problem/Solution" Angle: Always frame the product's purpose as a direct solution to a specific problem (e.g., "For reducing redness," "To combat oiliness"). This reinforces the core brand name and promise.
• •Use Precise, Scientific Language: Name key ingredients and their percentages where appropriate. Explain how a product works in simple, scientific terms. Avoid vague, emotional claims like "magical" or "miraculous."
• •Maintain a Minimalist Structure: Use concise sentences, clear headlines, and bullet points to list benefits and ingredients. This creates a clean, easy-to-read experience that matches the brand's visual identity.
• •Speak to an Educated Consumer: Assume your audience is knowledgeable and appreciates transparency. Your copy should be informative and respectful of their intelligence, avoiding patronizing language or over-simplification.
• •Ensure Tone is Consistent Across All Text: From the microcopy on a button ("View Formulation") to the main product description, every word should reflect the clinical, informative, and minimalist brand tone. This creates a cohesive and trustworthy brand experience.

Social Perception

trustworthy, no-nonsense, effective

Copy Examples

• •Skincare That Solves. Formulations backed by science for your specific skin concerns.
• •Target active breakouts and prevent future ones. Our 2% Salicylic Acid & Niacinamide Treatment is a targeted, lightweight formula that penetrates pores to clear congestion and reduce inflammation. Clinically formulated for acne-prone skin. No fragrance, no irritation—only results.
• •The Solution for Dehydrated Skin Has Arrived.
• •Tired of skincare that promises but doesn't perform? At solve, we create targeted solutions for your most persistent skin challenges. From redness to dryness, our ingredient-focused formulas deliver visible results. Discover your solution at solvecosmetic.com.
• •We started with a simple, clinical mission: to solve skincare problems. We don't believe in miracle cures, we believe in science. Every product we formulate is a direct answer to a specific concern, developed with proven ingredients at effective concentrations.