Brand Tone

Approachable and Relatable, Informative and Trustworthy, Calm and Gentle, Optimistic and Empowering, Conscious and Mindful

Brand Values

• •Simplicity
• •Gentleness
• •Efficacy
• •Transparency & Cleanliness
• •Accessibility
• •Sustainability
• •Inclusivity

Best Practices

• •Emphasize Gentleness and Simplicity: Always lead with the core values of being gentle, simple, and suitable for sensitive skin. Avoid jargon or overly complex claims. Use words like "soothe," "calm," "nourish," "simple," "essential."
• •Speak from a Place of Understanding and Empathy: Acknowledge common skin frustrations (sensitivity, irritation, complicated routines) and position The Outset as the caring, effective solution. Use "we" and "you" to foster a direct connection.
• •Educate, Don't Just Sell: Inform the audience about the benefits of key ingredients like Hyaluroset™ and the importance of skin barrier health in an accessible way. Highlight the "consciously clean" aspects and what they mean for the consumer.
• •Maintain a Calm, Clean Aesthetic in Language: Mirror the visual branding. Keep sentences clear, concise, and use a vocabulary that evokes purity, nature, and tranquility. Avoid hype or aggressive sales language.
• •Incorporate the Founder's Story Authentically (When Appropriate): Subtly weave in Scarlett Johansson's inspiration for the brand, focusing on her desire for effective, gentle skincare, which adds a layer of authenticity and relatability. Ensure it always ties back to the product benefits for the user.

Social Perception

Authentic (for a celebrity brand), Effective for Sensitive Skin, Reliable and Trustworthy, Good Value, Modern and Minimalist, Community-Oriented, Slight Skepticism (initially)

Copy Examples

• •Headline: Your Skin's Fresh Start. Body: Tired of complicated routines and irritating ingredients? The Outset is radically gentle™ skincare, powered by our unique Hyaluroset™ Complex. Discover the peace of mind that comes with simple, effective, and consciously clean essentials. Begin again. #TheOutset #GentleSkincare #CleanBeauty
• •Headline: Meet Your Daily Essentials. Body: Like your favorite white tee, The Outset offers universal, reliable comfort for your skin. Our 3-step regimen nourishes, hydrates, and restores your skin barrier, leaving it simply healthy. Sensitive skin? We’ve got you. #TheStartOfYou #SkincareEssentials #Hyaluroset
• •Headline: Consciously Clean, Effortlessly Effective. Body: We believe in skincare that does more with less. That's why we've banned over 2,700 ingredients of concern. Just gentle, plant-powered hydration that truly works. Feel the Outset effect. #CleanConscious #VeganSkincare #HealthySkinJourney
• •Headline: Radically Gentle™. Radically You. Body: Inspired by Scarlett Johansson's own skin journey, The Outset is here to simplify your routine and boost your confidence. Nurture your skin with our soothing formulas and embrace your natural radiance. #SensitiveSkinSolutions #SkinBarrierSupport #TheOutsetCommunity
• •Headline: Hydration Hero: Hyaluroset™. Body: Experience lasting moisture without the irritation. Our signature botanical alternative to hyaluronic acid plumps, smooths, and nourishes, leaving your skin feeling calm and looking radiant. Discover the power of gentle. #Hyaluroset #BotanicalHydration #SkincareScience