Brand Tone

Approachable, Educational, and Enthusiastic

Brand Values

• •Authenticity
• •Accessibility
• •Education
• •Community
• •Customer-Centricity

Best Practices

• •Create a Tone of Voice Guide: Document the core attributes of your brand voice (Approachable, Educational, Enthusiastic). Include a list of "words we use" (e.g., glow, radiant, journey, essentials) and "words we avoid" (e.g., anti-aging, flawless, perfect) to ensure everyone writing copy sounds consistent.
• •Balance Education with Promotion: For every few promotional posts, create an educational one. Use the "Teach, Don't Just Sell" approach. Explain an ingredient, demonstrate a technique, or debunk a skincare myth. This builds authority and trust.
• •Use Questions to Drive Engagement: End your social media captions with questions to encourage comments and interaction. For example, "What's your holy grail serum?" or "Have you tried this ingredient before?"
• •Incorporate User-Generated Content (UGC): Actively encourage customers to share photos with their products. Reposting UGC with credit is powerful social proof and reinforces the sense of community. The copy for these posts should be celebratory, e.g., "We love seeing @username glow with her new toner!"
• •Maintain Platform-Specific Nuances: While the core tone remains the same, adapt the copy style for each platform. Instagram: Visually-driven copy with relevant hashtags and emojis. TikTok: Short, punchy text overlays and scripts that are in sync with trends. Facebook/Email: Slightly longer, more detailed copy that can tell a story or provide more in-depth educational content.

Social Perception

The brand is perceived as positive and trustworthy. Customers frequently praise the authenticity of products, view the brand as a reliable and knowledgeable source for K-Beauty, and express high satisfaction with customer service and packaging. Community engagement is effective, with followers perceiving the brand as responsive and friendly.

Copy Examples

• •✨ Get ready to glow! ✨ Say hello to the Beauty of Joseon Relief Sun: Rice + Probiotics sunscreen. ☀️ This ultra-lightweight formula protects and soothes without a white cast. Perfect for daily use! Are you ready to find your new favorite sunscreen? Shop the link in our bio!
• •Curious about Korean skincare but don't know where to start? We're here to help! Discover our "Beginner's K-Beauty Kit," curated with gentle and effective essentials for a radiant complexion. Your journey to healthy skin starts here. Send us a message for a free consultation!
• •Struggling with blackheads? 😩 This is the COSRX BHA Blackhead Power Liquid. Its secret? Betaine Salicylate (BHA) gently exfoliates inside your pores to clear out sebum and debris. Use 2-3 times a week for smoother, clearer skin! #Kbeauty #SkincareHacks #COSRX #tiendalovecosmetics
• •Subject: Psst... Your Skin's New Best Friends Are Here! Hi [Customer Name], We couldn't wait to tell you! A fresh batch of your favorite brands like Innisfree, SOME BY MI, and Purito just landed in our store. Replenish your essentials or discover something new to transform your routine. For a limited time, enjoy a free sheet mask with every order over $50. Happy glowing!
• •Headline: 100% Authentic. Straight from Korea to You. Sub-headline: Shop with confidence. We guarantee genuine K-Beauty products to deliver the results you deserve.