Brand Tone

Sophisticated, Empowering, and Discreet.

Brand Values

• •Confidence
• •Quality & Efficacy
• •Discretion & Normalization
• •Purpose-Driven
• •Ethical Practices

Best Practices

• •Lead with the 'Why': Always connect the product back to the core values of confidence and empowerment. Instead of just saying 'This concealer hides spots,' say 'Regain your confidence by discreetly managing imperfections.'
• •Use Sophisticated, Precise Language: Avoid generic marketing phrases. Use words like 'Engineered,' 'Formulated,' 'Discreet,' 'Matte Finish,' and 'Lightweight.' This reinforces the brand's premium, scientific positioning.
• •Focus on 'Undetectable' Benefits: The fear for many male customers is that makeup will be obvious. Reassure them constantly by highlighting the 'natural look,' 'subtle finish,' and 'non-greasy' formula. This builds trust and lowers the barrier to entry.
• •Tell the Founder's Story: Weave the origin story into copy where appropriate. It adds a layer of authenticity and purpose that separates the brand from larger, more impersonal corporations. Phrases like 'Born from a real need' resonate powerfully.
• •Educate, Don't Just Sell: Position content as helpful advice. Create guides, blog posts ('Grooming for the Corporate World'), and tips that help normalize makeup use. This establishes the brand as an authority and a trusted partner in a man's grooming journey, not just a seller of products.

Social Perception

A premium, trustworthy, and innovative brand within men's grooming, seen as a serious solution and empowering tool for men seeking natural, undetectable results.

Copy Examples

• •Your day is demanding. Your skin doesn't have to show it. Engineered for men's skin, our undetectable concealer erases signs of fatigue and blemishes in seconds. Look sharp, feel confident. No one will know your secret.
• •The John Lewis-Approved Secret to a Flawless Finish. We were thrilled to showcase our award-winning men's concealer at John Lewis. Discover what hundreds of men already have: a simple way to boost confidence with a finish so natural, it's virtually invisible.
• •Confidence, Bottled. More than just skincare. More than just makeup. SonsOfAdonis is a tool for the modern man. Formulated to be lightweight, hydrating, and completely discreet. Get your game face on.
• •Not Just Coverage. A Cure for Bad Skin Days. Hiding a blemish or dark circles shouldn't mean caking on product. Our concealer is packed with skin-nourishing ingredients like Vitamin E to treat your skin while it perfects. It's shine-free, non-greasy, and works with your skin, not just on it.
• •Why Pro Makeup Artists Are Adding SonsOfAdonis to Their Kits. When you're under the lens, performance is everything. That's why professionals trust our concealer to deliver a perfect, natural look on camera and off. Learn why SonsOfAdonis is the go-to for a pro-grade, real-world finish.