Brand Tone

Professional & Informative, Caring, with a Subtle, Knowing Edge

Brand Values

• •Quality and Efficacy
• •Tattoo Preservation and Longevity
• •Skin Health and Safety
• •Professional Expertise
• •Community and Culture
• •Integrity and Transparency

Best Practices

• •Use words like 'soothe,' 'protect,' 'heal,' 'preserve,' and 'vibrant'.
• •Position the brand as an expert resource, offering tips and explaining the benefits of proper care and quality ingredients.
• •Highlight dermatological testing and scientific backing of the products.
• •Show genuine concern for the customer's tattoo outcome and skin health.
• •Subtly acknowledge the rebellious/cultural aspect of tattoos with understanding and humor.

Social Perception

A trusted and effective brand that understands tattoo culture, providing high-quality aftercare products recommended by artists and valued by clients.

Copy Examples

• •Sorry Mom’s award-winning balm is packed with high-quality, anti-inflammatory ingredients to soothe, protect, and accelerate healing.
• •Sorry Mom combines dermatologically-tested formulas with tattoo artists' expertise to create aftercare that truly works.
• •Tattoo professionals worldwide trust Sorry Mom for their clients' aftercare.
• •From our soothing balms and protective films to our color-enhancing lotions, Sorry Mom is dedicated to every stage of your tattoo's life.
• •Ensure your ink stays vibrant. Sorry Mom provides long-lasting protection, keeping your tattoos looking fresh.