Brand Tone

Approachable, Educational, Positive, Empowering, Value-Oriented, Trustworthy, and Natural.

Brand Values

• •Accessibility & Affordability
• •Natural Ingredients & Clean Formulations
• •Efficacy and Results-Driven
• •Inclusivity and Diversity
• •Empowerment
• •Make in India
• •Innovation

Best Practices

• •Focus on "BeYOUtiful" and Empowerment: Consistently weave in the brand's philosophy of self-acceptance and confidence.
• •Highlight Natural Ingredients and Benefits Simply: Clearly communicate the use of natural actives and their specific benefits (e.g., "Vitamin C for brightening," "Aloe Vera for soothing") in an easy-to-understand, educational manner.
• •Maintain Transparency and Trust: Be open about ingredients, manufacturing practices (Made in India, cruelty-free, vegan, paraben-free).
• •Showcase the effectiveness of products with before and after or user reviews.
• •Highlight affordability and accessibility without compromising on quality.

Social Perception

Rashel is generally perceived as a brand that offers effective and affordable skincare solutions, with a growing trust due to its emphasis on natural ingredients and clean beauty aspects. It's recognized as an accessible Indian brand catering to local needs.

Copy Examples

• •Introducing our new 100% Vegan Bio-Collagen Face Mask!
• •Our De-Tan Scrub, enriched with natural exfoliants, gently removes tan and reveals brighter skin.
• •Rashel offers solutions for diverse Indian skin types.
• •Quality care that doesn't break the bank.
• •Life is BeYOUtiful