Brand Tone

Friendly and Approachable, Playful and Fun, Authentic and Transparent, Caring and Empathetic, Informative and Trustworthy

Brand Values

• •Inclusivity
• •Clean Beauty
• •Sensitivity-Focused
• •Community
• •Fun and Joyful Approach to Beauty
• •High Performance
• •Transparency
• •Sustainability and Ethics

Best Practices

• •Embrace "Fun, Not Fussy": Keep language light, positive, and a little playful. Avoid overly technical jargon unless explaining ingredient safety in a clear, accessible way.
• •Lead with Empathy (#ItsOkayToBeSensitive): Always acknowledge and validate the experiences of those with sensitive skin. Use supportive and understanding language.
• •Stay Authentic & Transparent: Share the "why" behind products and ingredient choices. Be open about the brand's journey and values. Let Amy Liu's founding story continue to be a touchstone.
• •Be Inclusive in Visuals and Words: Ensure copy and imagery reflect diversity in skin tones, types, and people. Use welcoming language that invites everyone to participate.
• •Maintain a Conversational, Community-Oriented Voice: Engage with the audience as if talking to a friend. Ask questions, encourage sharing, and foster a sense of belonging around the "Tower 28 lifeguard tower" concept.

Social Perception

Trusted for Sensitive Skin, High-Quality & Effective Products, Clean and Safe, Fun and Approachable, Inclusive, Good Value, Growing Brand Awareness, Positive Founder Story, Strong Community Engagement

Copy Examples

• •Skin emergency? 🚨 Our SOS Daily Rescue Facial Spray is your calming hero. Gentle enough for the most sensitive skin, powerful enough to soothe and rebalance. #ItsOkayToBeSensitive #Tower28Rescue
• •Get that effortless SoCal glow! ✨ Our BeachPlease Luminous Tinted Balm melts into skin for a healthy, sun-kissed flush that’s always clean, always kind. Sensitive skin approved, sunshine guaranteed. #CleanBeauty #CaliforniaVibes
• •Beauty is for EVERYONE. That’s why we formulate high-performance, non-irritating makeup made for all skin tones, all skin types, all of you. Dive into clean beauty that celebrates you. 🌊 #Tower28ForAll #SensitiveSkinFriendly
• •Welcome to the Tower 28 family! Inspired by sunny days and good vibes, we’re more than just makeup – we’re a community where #ItsOkayToBeSensitive and everyone’s invited to play. ☀️ #GoodCleanFun
• •Serious about sensitive skin, but make it FUN! 😉 We banish the bad stuff (1300+ irritants, to be exact!) so you can enjoy high-performance color that’s always vegan, cruelty-free, and dermatologist-tested. #Tower28Clean #PlayfulBeauty