Brand Tone

Informative & Benefit-Oriented, Accessible & Inclusive, Quality-Focused, Enthusiastic (K-Beauty Appeal)

Brand Values

• •Quality
• •Affordability
• •Efficacy & Innovation
• •Natural Ingredients & Safety
• •Accessibility/Inclusivity

Best Practices

• •Focus on Benefits, Backed by Facts: Highlight what the product does for the customer (e.g., deep hydration, relieving hair loss symptoms)
• •The aim is to be informative yet easy to understand for a global audience with varying levels of skincare knowledge.
• •Maintain Authenticity (K-Beauty Roots): Subtly weave in the Korean origin and the innovation associated with K-beauty, but ensure claims are realistic and product-focused.
• •Highlight key ingredients and their specific benefits to build trust and demonstrate product efficacy.
• •Use clear, concise language, avoiding overly technical jargon, to make the product accessible to a wide audience.

Social Perception

Positive for product quality (generally), Associated with K-Beauty Trend, Seen as good value.

Copy Examples

• •Our new Hyaluronic Acid Moisture Ampoule is packed with 10,000ppm of HA to deeply hydrate and plump.
• •Adelline: Quality Ingredients, Visible Results, Gentle on Your Skin and Your Wallet.
• •Enriched with [Key Calming Ingredient e.g., Centella Asiatica], this hypoallergenic formula gently calms irritation and replenishes moisture, revealing a complexion that feels comfortable and looks serene.
• •A viscous, moisturizing essence that leaves skin supple and moisturized to provide deep hydration for dry, dehydrated skin types.
• •It is effective in relieving hair loss symptoms by strengthening hair roots, nourishing hair, promoting scalp blood circulation and protecting the scalp.