Brand Tone

Approachable and Friendly, Empathetic and Understanding, Positive and Confident, Informative and Helpful, Playful/Youthful (Hint of)

Brand Values

• •Natural and Clean Ingredients
• •Effectiveness
• •Ethical Practices
• •Sustainability/Consciousness
• •Simplicity
• •Inclusivity
• •Positivity and Self-Love
• •Quality
• •Supporting Local

Best Practices

• •Embrace "Just the Good Stuf": Consistently use simple, positive, and slightly playful language. Avoid overly technical jargon unless explaining an ingredient's benefit clearly and concisely. Refer to products as "good stuf" where appropriate to reinforce brand identity.
• •Lead with Empathy, Empower with Solutions: Acknowledge common skin frustrations (like acne, sensitivity) based on the founder's journey, then confidently present Stufskin products as gentle, natural, and effective solutions. Focus on the feeling of confidence good skin brings.
• •Keep it Real and Relatable: Share real customer stories and results. Maintain an approachable and friendly voice, as if talking to a friend about skincare discoveries. The founder's approachable persona is a good guide.
• •Highlight Core Values Consistently: Weave in keywords like "natural," "vegan," "cruelty-free," "Australian made," and "simple" naturally within the copy across all platforms. This reinforces what the brand stands for.
• •Stay Positive and Encouraging: Frame skincare as an act of self-love and a journey to feeling good, rather than a battle against imperfections. Use uplifting language and visuals (like the bright yellow branding).

Social Perception

Positive Customer Feedback, Effective for Acne and Sensitive Skin, Good Quality Ingredients, Trustworthy, Appealing Packaging, Responsive

Copy Examples

• •Headline: Tired of complicated routines & harsh chemicals? 💛 Get the good stuf for your skin! Natural, Aussie-made, and kind to even the fussiest complexions. #Stufskin #SimplyEffective
• •Instagram Post: That glow-up when you find skincare that *actually* gets your skin. ✨ Our founder Ima knows the struggle, that’s why Stufskin is packed with only the good stuf – natural, vegan, and made with love down under. Ready for your best skin day, every day? Tap to shop! #RealResults #AussieSkincare #AcneProneFriendly
• •TikTok Video Idea Caption: Skin freaking out? 😩 We got you! Just the good stuf here to calm, clear, and get you feeling confident. Simple, natural, no nasties. What skin stuf are you dealing with today? Let us know in the comments! 👇 #StufHappens #SkinConfidence #VeganSkincare
• •Product Description Snippet (for a hydrating serum): Quench your thirsty skin with our [Product Name]! 💦 Packed with natural hydrators like Hyaluronic Acid and Aussie botanicals, it’s like a big drink of water for your face – without any of the sticky stuff. Just dewy, happy skin. ✨ #HydrationHero #GoodStufForSkin
• •Email Subject Line: Your Skin Will Thank You For This (Naturally!) 😉