Brand Tone

Sophisticated & Approachable, Benefit-Driven & Reassuring, Aspirational & Grounded, Clean & Modern

Brand Values

• •Efficacy
• •Conscious Formulation
• •Simplicity
• •Inspired by Nature & Science
• •Transparency (Implied)

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal attributes (e.g., sophisticated, approachable, benefit-driven), approved terminology, words to avoid, and examples of on-brand and off-brand copy.
• •Focus on Benefit to the Customer: Always frame product features in terms of how they solve a problem or improve the customer's life/skin. Instead of just saying contains Vitamin C, explain brightens and protects with powerful Vitamin C.
• •Maintain Clarity and Simplicity: Avoid overly technical jargon unless clearly explained. Ensure the language is easy to understand, reflecting the uncomplicated value.
• •Incorporate California-Inspired Subtly: Weave in evocative language that hints at the California lifestyle (e.g., radiance, glow, fresh, vibrant) without overdoing it or making it the sole focus, which should remain on efficacy and conscious formulation.
• •Review and Refine Regularly: Consistently review all public-facing copy (website, social media, ads, emails) to ensure it aligns with the established brand tone and values. Adapt as the brand evolves, but maintain core consistency.

Social Perception

Emerging & Niche, Intriguing for Skincare Enthusiasts, Cautiously Optimistic, Aesthetically Pleasing, Dependent on Proof

Copy Examples

• •Unlock your brightest complexion. Our C-Bright™ Complexion Corrector Serum, powered by potent Vitamin C and Niacinamide, is clinically proven to even skin tone and boost radiance. California-inspired skincare, for results you can see and feel. ✨ #OuestBeauty #GlowGetter #ConsciousSkincare
• •Effortless Radiance. Effective Results. Discover Ouest Beauty: California-inspired skincare, consciously formulated for your best skin yet.
• •Inspired by the vibrant glow of the California coast, Ouest Beauty was born from a desire for uncomplicated skincare that delivers. We believe in the power of clinically proven ingredients and conscious formulas to bring you a routine that's both simple and transformative.
• •Ready for your Ouest glow-up? ✨ Our Multi-Active™ Balancing Cleanser gently purifies while the C-Bright™ Serum tackles dullness. Show us your #OuestRoutine! #SkincareThatWorks #CaliforniaGlow
• •Invest in your skin with confidence. Ouest Beauty combines the best of nature and science, offering clinically proven, conscious formulas designed for visible results. Simple. Effective. Beautifully Ouest.