Brand Tone

Playful, Fun, and Empowering for children, while being Reassuring, Trustworthy, and Responsible for parents.

Brand Values

• •Safety First
• •Nurturing Creativity and Joy
• •Trust and Transparency
• •Child-Centric Fun

Best Practices

• •Always maintain a dual-audience tone, addressing both the child's desire for fun and the parent's need for safety.
• •Lead with messaging about safety and natural ingredients in almost all marketing materials.
• •Use 'worry-free' language to alleviate parental concerns and build trust.
• •Emphasize 'play' and creativity over traditional 'beauty' in product positioning.
• •Actively leverage social proof by encouraging and featuring user-generated content and testimonials.

Social Perception

Perceived as a safe, high-quality, and effective choice for children's play makeup, highly valued by parents for its natural ingredients, ease of cleanup, and community approval through user-generated content.

Copy Examples

• •Color outside the lines! 🎨 Our play makeup is all about big imagination and worry-free fun. Made with natural, gentle ingredients, so their creativity can run wild while your mind is at ease. #TanakaKids #NaturalPlayMakeup #CreativeKids
• •Fun They'll Love. Ingredients You'll Trust. Discover our 100% natural, non-toxic play makeup, designed for sensitive skin and endless creativity. Safe, vibrant, and easy to wash away.
• •Unbox a rainbow of possibilities! The Dreamer's Palette is packed with vibrant, shimmery colors made from natural minerals. Perfect for everything from a magical unicorn look to a superstar stage show. Our formula is completely non-toxic, vegan, and designed to wash off with just water. Let the play begin!
• •Psst... A Safe & Fun Surprise Inside for Your Little Artist! ✨
• •All the fun, none of the fuss. That's the Tanaka promise! 😉 #PlayMakeup #KidsMakeup #ParentingHacks