Brand Tone

Authoritative & Trustworthy, Approachable & Encouraging, Active & Performance-Oriented, Clean & Health-Conscious, Relatable

Brand Values

• •Health & Safety
• •Performance & Efficacy
• •Quality
• •Education & Awareness
• •Giving Back
• •Accessibility

Best Practices

• •Lead with Performance & Protection: Always tie the product back to its core benefits of effective sun protection and its ability to support an active lifestyle without interference. Use words like "perform," "protect," "defend," "athlete-grade."
• •Incorporate the "Why": Subtly weave in the mission-driven aspect – education, awareness, and Justin Thomas's story – to build trust and emotional connection.
• •Focus on Sensory Benefits: Highlight what makes Wear SPF different – "non-greasy," "lightweight," "fast-absorbing," "no white cast," "pleasant/no chemical smell" – as these are key differentiators mentioned by users.
• •Use Clear, Confident, and Encouraging Language: The tone should be authoritative yet approachable. Avoid jargon where possible, but confidently state the product's efficacy and encourage consistent use.
• •Maintain Visual and Verbal Synergy: Ensure that the language used in copy aligns with the clean, active, and health-conscious imagery used on the website and social media. The voice should feel authentic to the visual representation of the brand.

Social Perception

Positive, Trusted, High Quality, Problem-Solving, Lifestyle Enhancer

Copy Examples

• •Headline: Don't Just Play. Perform. Body: Your game demands focus. Our sunscreen delivers. Wear SPF’s non-greasy, sweat-resistant formula stays with you, so you can concentrate on your performance, not your sun protection. Protect your skin, elevate your game.
• •Headline: Sunscreen That Feels As Good As It Protects. Body: Tired of sticky, smelly sunscreens? Wear SPF is designed for athletes and active lives. Our lightweight, fast-absorbing formula offers broad-spectrum protection without the residue. Feel the difference.
• •Headline: Inspired by a Pro, Made for Your Life. Body: After a melanoma scare, Justin Thomas co-founded Wear SPF with a mission: to create high-performance suncare you’ll actually *want* to wear. Join us in making sun safety a non-negotiable part of every day. A portion of proceeds supports the Justin Thomas Foundation.
• •Headline: Your Strongest Defense Under The Sun. Body: From the golf course to the beach, your skin faces the elements. Wear SPF provides athlete-grade, water-resistant protection that’s tough on the sun but gentle on your skin. Apply, re-apply, and live life outdoors, protected.
• •Headline: More Than Just Sunscreen. It's a Call to Action. Body: We believe sun safety is a daily commitment. Wear SPF is our message in a bottle: apply, re-apply, and get checked. Protect the skin you're in with performance-driven care.