Brand Tone

Expert & Informative, Reassuring & Supportive, Simple & Straightforward, Encouraging & Empowering, Friendly & Approachable

Brand Values

• •Simplicity
• •Efficacy
• •Expertise
• •Transparency & Honesty
• •Customer-Centricity & Confidence Building
• •Ethical Practices

Best Practices

• •Ensure all copy, especially educational content and advice, reflects the knowledgeable, yet friendly and reassuring tone of the founder/aesthetician. Use "I" when speaking from Amy's perspective in blogs or direct social media interactions.
• •Prioritize Simplicity and Clarity: Avoid overly technical jargon. Explain benefits and instructions in a straightforward, easy-to-understand manner, mirroring the brand's "skinimalism" ethos.
• •Focus on Empowerment and Solutions: Frame messaging around how BASE SKNCARE helps customers achieve their skin goals and boosts their confidence, rather than just listing product features.
• •Maintain Authenticity and Transparency: Be open about ingredients, the formulation process (aesthetician-backed), and realistic results. Share genuine testimonials and user experiences.
• •Be Consistent Across All Platforms: While the format may change (e.g., short TikToks vs. more detailed blog posts), the core tone – expert, reassuring, simple, encouraging, and friendly – should remain consistent to build recognition and trust.

Social Perception

Highly Trusted, Effective & High Quality, Simple & Convenient, Supportive Community, Life-Changing for Some

Copy Examples

• •Tired of complicated routines? Discover the 5-minute secret to your best skin ever. Our aesthetician-developed 5 Minute Kit delivers clinically-proven actives, no guesswork needed. Just simple steps to a healthy, confident glow. ✨ #BaseSkncare #Skinimalism #5MinuteRoutine #ExpertSkincare #HealthySkin
• •Meet your forever skincare. 💕 Formulated by skin specialist Amy, the BASE 5 Minute Kit simplifies your path to visibly radiant, youthful skin. Vegan, cruelty-free, and packed with only the good stuff. Ready to transform your confidence? Shop now and get 15% off your first order! #BaseBeauty #SimpleSkincare #AestheticianFormulated #RealResults #NoNasties
• •Let's talk about [specific skin concern, e.g., dullness]! As an aesthetician, I know how frustrating it can be. That’s why our [Product Name] is packed with [Key Ingredient] to gently [Benefit, e.g., exfoliate and brighten]. Just a simple step in your 5-minute routine for that amazing BASE glow. Got questions? Drop them below! 👇 #SkincareTips #AskAmy #BaseGlow #ExpertAdvice #SkincareRoutine
• •Your Journey to Confident Skin Starts Now (Inside: Your 5-Min Ritual) At BASE, we believe beautiful skin shouldn't be complicated. That's why our founder, aesthetician Amy, poured her clinical expertise into creating a simple yet powerful 5-minute routine. Experience the difference of targeted, active ingredients and say hello to your most radiant, healthy-looking skin. We're here to support you every step of the way.
• •Confidence in 5 Minutes. Skinimalism Perfected. Expertly formulated by an aesthetician for visible results. Vegan & Cruelty-Free. Discover Your BASE.