Brand Tone

Nurturing & Empathetic, Educational & Authoritative, Aspirational & Results-Oriented, Honest & Transparent

Brand Values

• •Efficacy for Sensitive Skin
• •Natural & Botanical Science
• •Simplicity & Ritual
• •Authenticity & Transparency
• •Australian Made & Owned

Best Practices

• •Lead with Empathy, Follow with Expertise: Always start by acknowledging the customer's skin concern or feeling (e.g., "Tired of redness?" "Does your skin feel..."). Then, confidently introduce your product as the expert-formulated solution.
• •Use "Nurturing" Language: Incorporate words like "nourish," "soothe," "calm," "restore," and "ritual" to reinforce the brand's gentle and caring approach. Frame product use as an act of self-care.
• •Translate Science into Benefits: Instead of just listing scientific ingredients, always explain what they *do* for the skin in simple, benefit-driven terms. (e.g., "Combines the gentle care of botanicals with the precision of cosmeceutical science to work beyond the surface").
• •Weave the Founder's Story In: Periodically reference the "why" behind the brand—that it was created by a Beauty Therapist for her own sensitive skin. This builds authenticity and trust.
• •Focus on the "Glow": Consistently use aspirational words like "glow," "radiant," "luminous," and "bright" as the ultimate payoff. This connects the product features to the customer's desired end result.

Social Perception

The Facial Co. Skincare is perceived as a premium, trustworthy, and highly effective independent brand. Customers view it as a go-to solution for persistent skin concerns, especially sensitivity, dryness, and achieving a healthy glow. The founder's personal involvement and background as a Beauty Therapist add a layer of credibility that resonates strongly with consumers. The brand is seen as a welcome alternative to mass-market products, offering salon-quality, natural formulations that deliver visible results. Its specialized focus on pregnancy-safe and breastfeeding-friendly skincare has also carved out a loyal and appreciative niche market.

Copy Examples

• •Your daily dose of liquid gold. Why do skin therapists rave about antioxidants? Because they are your skin's best defenders. Our Golden Hour Glow Serum is a potent blend of botanical oils rich in vitamins and antioxidants, designed to protect against environmental stressors, brighten dullness, and leave you with a non-greasy, radiant finish. It’s more than a serum; it’s your skin’s peace of mind in a bottle. Tap to make it part of your ritual.
• •Tired of skin that feels tight, irritated, and thirsty? Your skin barrier may be compromised. Constant exposure to the elements can leave it feeling stressed and unhappy. Our Superfood Cream is like a comforting hug for your face, packed with nourishing botanical ingredients to soothe redness, restore moisture, and rebuild a strong, resilient skin barrier. Give your skin the relief it deserves.
• •5 Reasons Your "Sensitive" Skin Might Just Be Dehydrated
• •The Facial Co. Skincare was born not in a boardroom, but from a personal quest for answers. As a Beauty Therapist with reactive skin, our founder Lauren knew there had to be a better way—a way to achieve real results without irritation. We unite the best of botanical science with a deep understanding of what sensitive skin truly needs: gentle, effective, and honest skincare that transforms your daily routine into a moment of pure self-love.
• •If your sensitive skin is having a 'moody' day, this is for you. Start with our Orange Crush Cleansing Oil to melt away everything without stripping your skin. Follow with our Golden Hour Glow Serum to soothe, hydrate, and get that glow. It's that simple.