Brand Tone

Informative & Educational, Empathetic & Understanding, Results-Oriented & Confident, Approachable & Community-Focused, Authentic & Transparent

Brand Values

• •Effectiveness & Results
• •Gentleness & Safety
• •Science-Backed Formulations
• •Clean & Conscious Beauty
• •Accessibility & Affordability
• •Authenticity & Transparency
• •Community & Support

Best Practices

• •Lead with Empathy, Follow with Science: Acknowledge the customer's skin frustrations first, then confidently present the scientific, results-driven solution.
• •Focus on Benefits, Not Just Ingredients: While highlighting key ingredients like Retinol or AZA acid is important, always translate them into tangible benefits for the customer (e.g., 'unclogs pores,' 'calms redness,' 'smoother complexion').
• •Incorporate Social Proof Authentically: Weave in customer success stories, review snippets (with permission), and references to the 'Clearly Community' to build trust and relatability.
• •Maintain an Informative and Educational Stance: Briefly explain *how* the products work, empowering customers with knowledge about their skincare. Avoid overly technical jargon where simpler terms suffice.
• •Be Consistent in Values-Based Messaging: Regularly reiterate commitments to clean ingredients, cruelty-free practices, and the brand’s origin story to reinforce brand identity and connect with value-aligned consumers.

Social Perception

Positive & Grateful, Life-Changing, Trustworthy, Supportive Community, Skepticism Overcome, Value for Money

Copy Examples

• •Headline: Tired of breakouts that just won't quit? Body: We get it. That's why our Clear Out Clarifying Lotion, powered by clinical-grade Retinol and AZA acid, targets acne at its source. Gentle enough for sensitive skin, powerful enough for visible results. Join the 60,000+ who’ve found their clear skin confidence.
• •Headline: Real Results for Sensitive Skin? Yes, Really. Body: Our founders struggled with acne and redness too. That’s why Clearly Basics was born – to bring you potent, plant-derived actives that are kind to your skin AND deliver the #GlassSkin you deserve. Backed by science, loved by our community.
• •Headline: Don't Just Cover Acne, Clear It. Body: Stop the cycle of frustrating breakouts. Our targeted formulations, developed with dermatologists, use medical-grade ingredients to effectively treat acne, reduce redness, and improve skin texture. Experience the Clearly Basics difference.
• •Headline: Your Journey to Clearer Skin Starts Here. Body: Feeling lost in the world of acne treatments? You’re not alone. At Clearly Basics, we offer more than just products; we offer a supportive community and science-backed solutions that truly work. Discover your personalized routine today.
• •Headline: Clean, Conscious, Clinically Effective. Body: Achieve your skin goals without compromise. Our PETA-certified cruelty-free, vegan, and toxin-free formulas are packed with the best nature and science have to offer. Because effective skincare should also be kind – to your skin and the planet.