Brand Tone

Thoughtful & Intentional, Educational & Informative, Warm & Inviting, Sensorial & Experiential, Authentic & Rooted in Heritage, Aspirational yet Accessible

Brand Values

• •Jeong (정)
• •Intentionality
• •Efficacy & Quality
• •Education
• •Self-Care & Ritual
• •Community
• •Innovation rooted in Tradition

Best Practices

• •Embrace 'Jeong': Consistently weave the concept of 'Jeong' (deep, meaningful connection) into storytelling. Explain how products or rituals foster this connection with oneself or the process.
• •Focus on the Sensorial Experience: Use descriptive language that appeals to the senses – texture (e.g., 'sorbet-soft,' 'silky'), scent (e.g., 'soothing botanicals,' 'hints of rosemary'), and the feeling products evoke.
• •Educate Gently: Share knowledge about Korean skincare principles, ingredients, and their benefits in an accessible, encouraging, and non-intimidating way.
• •Speak with Intentionality and Warmth: Use words that convey care, thoughtfulness, and a genuine desire to improve the user's skin and self-care experience. Language should be inviting and inclusive.
• •Highlight Transformation and Ritual: Frame skincare not just as problem-solving, but as a transformative journey and a cherished ritual that adds value beyond the physical results.

Social Perception

Highly Respected, Cult Following, Trustworthy, Luxurious Experience, Mindful & Meaningful, Gentle yet Effective

Copy Examples

• •Melt away more than just makeup. Our Living Cleansing Balm is an invitation to pause, to connect, and to transform your cleansing step into a moment of pure *Jeong*. Let the sorbet-soft texture and soothing botanicals envelop your senses, revealing skin that’s deeply cleansed and utterly cherished. What does your moment of *Jeong* look like tonight? #ThenIMetYou #LivingCleansingBalm #Jeong #SkincareRitual #SelfCare
• •Go Deeper: Discover the New [Product Name] for Your Most Intentional Glow Yet.
• •Then I Met You: Where Meaningful Connection Meets Transformative Skincare. Inspired by *Jeong*, crafted with intention. Explore the ritual.
• •More than an essence, it's a gift of potent hydration and nourishment. The Giving Essence, rich in fermented ingredients and antioxidants, sinks deep to cultivate a radiant, resilient complexion. Embrace this vital step and feel the profound connection to your skin’s well-being.
• •Bounce back to your most radiant self! ✨ Our Bong2 Bounce Cream delivers a wave of hydration with Jeju Hallabong & peptides for that ultimate dewy glow. Your skin will thank you! 😉 #TIMY #Bong2Bounce #Kbeauty #SkincareRoutine #GlassSkin #HydrationBoost