Brand Tone

Gentle, informative, trustworthy, aspirational, and accessible.

Brand Values

• •Efficacy: Committed to providing products with scientifically proven ingredients that deliver real results.
• •Quality: Sourcing the best ingredients and maintaining high standards in product formulation and testing.
• •Transparency & Honesty: Providing clear information about products, ingredients, and benefits.
• •Self-Care & Empowerment: Promoting skincare as a ritual of self-love and inspiring confidence by embracing individual beauty.
• •Gentleness & Safety: Formulating products that are effective yet gentle, suitable for various skin types, including sensitive skin.
• •Customer Satisfaction: Prioritizing a positive and enjoyable customer experience.

Best Practices

• •Emphasize "Care" and "Effectiveness": Consistently use words that convey nurturing, gentleness, and support (e.g., "nourish," "soothe," "gentle," "partner") alongside terms that highlight results and quality (e.g., "proven," "effective," "transformative," "radiance").
• •Use uplifting and positive language.
• •Avoid overly technical jargon unless explained, ensuring the information is accessible.
• •Position the brand as a reliable guide in their skincare journey.
• •Skincare should feel like an achievable and enjoyable part of their routine, not an intimidating chore.

Social Perception

A trusted partner in the journey towards healthier and happier skin, viewing skincare as a self-care ritual. The brand is perceived as effective, gentle, and suitable for various skin types and climates.

Copy Examples

• •Trust in the power of gentle care.
• •Your journey to happier skin starts here.
• •Because your skin deserves to feel adored.
• •The Ultimate Overnight Elixir Serum
• •Elevate your glow, effortlessly