Brand Tone

aspirational, confident, friendly, informative, and reassuring

Brand Values

• •Health and Wellness
• •Natural Beauty
• •Quality and Efficacy
• •Aspirational Lifestyle
• •Customer-Centricity

Best Practices

• •Always frame the conversation around a healthy, natural, and radiant tan, not just a "fake" tan. Use words like "glow," "radiant," "sun-kissed," and "luminous."
• •Highlight the unique tropical scent of the products in your copy. This is a major selling point that combats a common negative perception of self-tanners.
• •Connect the products to feelings of vacation, confidence, and well-being. The product names are a great starting point; build narratives around them.
• •Clearly communicate the "free-from" nature of the products (paraben-free, vegan, cruelty-free) and the benefits of the natural ingredients. This builds trust and reinforces the brand's commitment to wellness.
• •The tone should always be encouraging and friendly. Avoid technical jargon where possible and focus on the ease of use and the beautiful results, empowering the customer to achieve a perfect tan at home.

Social Perception

The public and customers perceive Sunescape North America as a high-quality, trustworthy, and effective self-tanning solution. It is often seen as a "go-to" for a reliable and natural-looking tan. The pleasant scent is a significant differentiator mentioned in numerous reviews, directly addressing a common pain point with self-tanning products. The brand is associated with a healthy, vibrant, and sun-kissed aesthetic, appealing to those who want a tan for special occasions or for year-round color. It has successfully cultivated an image of being a premium product that delivers on its promises.

Copy Examples

• •Headline: Your Endless Summer Starts Here. Body: Get that "just back from the beach" glow, no plane ticket required. Our Week in Fiji mousse gives you a natural, streak-free bronze that nourishes your skin with every application. Ready for your glow-up?
• •Headline: The Secret to a Flawless Tan? It's All in the Prep. Body: A perfect tan begins with a perfect canvas. Our Hydrating Body Butter preps your skin for a seamless application and extends the life of your golden glow. Infused with coconut oil and antioxidants, it's the daily luxury your skin deserves.
• •Headline: Hated the fake tan smell. So we fixed it. Body: Say goodbye to that tell-tale scent. Sunescape is famous for its delicious, tropical fragrance. Now you can get a gorgeous, natural-looking tan without any of the downsides. It's our little secret.
• •Headline: Glow Now, Thank Us Later. Body: Need a last-minute tan? Our Instant Self-Tan Mousse develops in just a few hours, leaving you with a radiant, natural-looking color for that special event. Quick-drying, non-sticky, and absolutely foolproof.
• •Headline: Born in Bondi. Loved in North America. Body: We bottled the essence of Australia's most iconic beach to bring you a tan that's as healthy as it is beautiful. Vegan, cruelty-free, and packed with skin-loving ingredients. Discover the Sunescape difference.