Brand Tone

approachable-expert

Brand Values

• •Curation and Efficacy
• •Transparency and Education
• •Cruelty-Free and "Clean" Consciousness
• •Holistic Well-being
• •Authenticity

Best Practices

• •Lead with Education, Sell with Trust: Always frame content around an educational angle first. Explain the "why" before presenting the "buy." This reinforces the "approachable-expert" tone and builds long-term trust.
• •Maintain the Founder's Voice: Whether writing as "we" (the brand) or "I" (Isi), the copy should reflect Isidora's personal and professional voice. Keep it warm, encouraging, and knowledgeable.
• •Use the "Curated" Lexicon: Employ words like "curated," "selected," "tested," "expert-approved," and "favorite" to constantly reinforce the brand's value proposition of filtering the market for the customer.
• •Balance Simplicity and Science: Explain complex ingredients and concepts in an easy-to-understand way. Avoid overly technical jargon but don't be afraid to mention key ingredients to demonstrate expertise. The goal is empowerment, not intimidation.
• •Foster Community in Every Message: End posts with questions, invite DMs, and reference customer feedback ("You've asked us..."). This makes the communication a two-way street and strengthens the perception of a brand that listens and cares.

Social Perception

The public perception of thenewway.cl is highly positive. It is viewed as: A Trustworthy Retailer, An Expert Source, A Curated Boutique, Community-Oriented.

Copy Examples

• •Tired of dullness? Meet your new secret weapon for that inner glow. ✨ This isn't just another serum; it's a concentrated blend of Vitamin C and Hyaluronic Acid that we personally tested for weeks. Why do we love it? It delivers visible brightness without irritation. Swipe to see the texture and head to our stories for Isi's tips on how to layer it! #TheNewWayGlow #ExpertApprovedSkincare
• •Subject: Your Conscious Cyber Day Starts Now | The New Way Hey [Name], we know sales can be overwhelming. That's why we've only discounted the tried-and-true favorites that deliver real results. From the COSRX cleanser you love to the Beauty of Joseon sunscreen that changed the game, this is your chance to stock up on effective, cruelty-free skincare. No hype, just a great opportunity to care for your skin. Shop the curated selection now.
• •(Video shows Isi holding two different toners) 'You ask me all the time: 'Isi, which toner is for me?' Let's break it down. If your skin is feeling dehydrated and tight, you need layers of hydration - think Pyunkang Yul. But if you're battling breakouts and texture, you need a gentle exfoliant, like this one from Benton. It’s not about having more products, it's about having the *right* ones. Any questions? Drop them below! #Skincare101 #CosmetologistTips #TheNewWayCL'
• •More than just products. A new path to your best skin. Expertly curated, cruelty-free, and chosen for results. Discover the routine that works for you.
• •The Truth About Niacinamide: Your Questions, Answered by a Pro. It's the superstar ingredient everyone's talking about, but what does it *really* do? And who should be using it? We're cutting through the noise to give you an honest, expert-backed guide to Niacinamide. From regulating oil to strengthening your skin barrier, here’s why we believe it’s a non-negotiable for so many skin types.