Brand Tone

Educational & Informative, Straightforward & Transparent, Accessible & Friendly, Empowering, Authentic

Brand Values

• •Knowledge & Education
• •Transparency
• •Efficacy & Quality
• •Accessibility & Affordability
• •Simplicity
• •Customer-Centricity
• •Inclusivity & Equality
• •Cruelty-Free
• •Sustainability

Best Practices

• •Prioritize Education: Ensure all copy aims to inform the consumer about ingredients, benefits, and usage in a clear, understandable way. Avoid overly technical jargon without explanation.
• •Be Transparent and Honest: Clearly state key ingredients and their percentages where appropriate. Be upfront about what a product can and cannot do. Address price changes or product updates directly.
• •Maintain an Accessible & Approachable Voice: Write as if explaining something to a curious friend. Use straightforward language. Encourage questions and interaction (e.g., "Got questions? #askINKEY!").
• •Focus on Empowerment: Frame messaging around giving consumers the tools and knowledge they need to make the best choices for their skin. Highlight the ability to customize routines.
• •Show, Don't Just Tell (with Authenticity): Use real customer testimonials (with permission) and user-generated content. When featuring experts, ensure their advice is practical and aligns with the brand's ethos of demystifying skincare.

Social Perception

Trusted Resource, Value for Money, Effective for Beginners and "Skintellectuals", Problem Solver, Community-Oriented, Innovative yet Approachable

Copy Examples

• •Headline: Knowledge is Your Brightest Glow. Body: Tired of confusing labels? Our Vitamin C serum uses [Specific %] of potent, stabilized Vitamin C to visibly brighten and even your skin tone. Simple ingredients, real results. #askINKEY if you want to know more!
• •Headline: Breakouts? We Get It. Body: Our Salicylic Acid Cleanser gently exfoliates and unclogs pores without stripping your skin. Powered by [Specific %] Salicylic Acid, it's your straightforward solution for clearer skin. Learn how it works on our blog!
• •Headline: Hydration, Simplified. Body: Meet your skin's new best friend: Hyaluronic Acid. This hero ingredient holds 1000x its weight in water. Our no-fuss serum delivers deep hydration for plump, dewy skin – at a price that makes sense.
• •Headline: Your Journey to Healthier Skin Starts with Understanding. Body: At The Inkey List, we believe better knowledge powers better decisions. Explore our ingredient glossary or chat with our #askINKEY experts to build a routine that’s right for *your* skin. No jargon, just facts.
• •Headline: Real Results, Real People. No Compromises. Body: See why our community loves the Omega Water Cream. Packed with [Key Ingredients] to hydrate and support your skin barrier. Effective, affordable, and always cruelty-free. What are your skin goals?