Brand Tone

Empowering & Celebratory, Informative & Scientific, Caring & Understanding, Natural & Clean

Brand Values

• •Targeted Efficacy: Committed to providing effective skincare solutions specifically for the distinct needs of mature skin (50+).
• •Natural & Clean Ingredients: Prioritizes plant-based, natural, organic, non-toxic, and vegan formulas, free from harmful chemicals like parabens, phthalates, GMOs, fragrances, and dyes.
• •Transparency & Education: Aims to educate consumers about ingredients and skincare for mature skin.
• •Age Positivity: Promotes a message of embracing aging and focusing on skin health and radiance.
• •Quality & Integrity: Highlights collaboration with scientists and chemists to develop their formulas.
• •Sustainability: Uses eco-friendly glass packaging.

Best Practices

• •Know Your Audience Deeply: Always write with the 50+ woman in mind. Understand her specific concerns, aspirations, and what resonates with her (e.g., health, vitality, confidence over solely chasing youth).
• •Lead with Empowerment, Not Fear: Frame aging as a natural process that can be embraced with the right care. Focus on positive outcomes like radiance, health, and confidence rather than dwelling on negative aspects of aging.
• •Highlight Natural Ingredients & Scientific Validation: Consistently mention the plant-based, organic nature of the ingredients and the scientific research or chemist formulation behind the products to build trust and underscore efficacy.
• •Be Authentic and Relatable: Incorporate elements of the founder's story or testimonials (once positive smell issues are addressed) to build a genuine connection. Use language that is understanding and empathetic.
• •Maintain Clarity and Simplicity: While discussing science, avoid overly technical jargon. Ensure the benefits are clearly communicated in a way that is easy to understand and highlights the positive impact on the skin.

Social Perception

Positive Recognition for addressing a gap in the market by focusing on women over 50. The brand is positively perceived for its commitment to clean, natural ingredients. Founder-Driven with the founder's personal story and dedication resonating with the target audience. Niche Appeal to women seeking natural, scientifically formulated anti-aging solutions tailored to their specific age group.

Copy Examples

• •Headline: Embrace Your Radiance. Discover Skincare That Understands 50+ Skin. Body: Tired of "anti-aging" that doesn't get you? TruPure Organics celebrates your journey with potent, plant-derived formulas scientifically crafted for the unique needs of mature skin. Nourish, lift, and let your natural glow shine through.
• •Headline: The Science of Ageless Beauty. Powered by Nature, Perfected for You. Body: Our founder, Paulette Kaplan, knew there was a better way to care for 50+ skin. That's why TruPure Organics blends cutting-edge botanical science with pure, natural ingredients to visibly restore vitality and firmness. Experience the TruPure difference.
• •Headline: More Than Just Wrinkles. It's About Healthy, Thriving Skin. Body: We see you. We understand the changes your skin is going through. TruPure Organics offers targeted solutions—from boosting collagen to deep hydration—using the purest organic ingredients to help your skin feel its best, at every age.
• •Headline: Clean Beauty, Powerful Results. For Women Who Expect More. Body: Why compromise? TruPure Organics delivers visible anti-aging results without harmful chemicals, parabens, or artificial fragrances. Just pure, potent botanicals working in harmony with your skin. Because you deserve skincare that’s both effective and kind.
• •Headline: Your Age is an Asset. Your Skincare Should Be Too. Body: Let's change the narrative around aging. TruPure Organics is dedicated to creating luxurious, effective skincare that helps you feel confident and radiant. Our natural formulas are designed to lift, firm, and illuminate, celebrating the beauty of experience.