Brand Tone

Informative & Educational, Approachable & Friendly, Confident & Trustworthy, Value-Oriented

Brand Values

• •Efficacy & Quality: Creating products that deliver visible results through high concentrations of active ingredients and clean, simple formulas.
• •Affordability & Accessibility: Making effective skincare available to a broad audience without inflated prices.
• •Simplicity & Transparency: Emphasizing "less fillers, less chemicals" and straightforward formulations. Being transparent about their ingredients.
• •Customer Care: Commitment to customer satisfaction and building a community.
• •Ethical Practices & Sustainability: Promoting being cruelty-free (Leaping Bunny certified), paraben-free, and made in the USA. Mentioning initiatives like partnering with TerraCycle for recycling and using recyclable packaging.

Best Practices

• •Prioritize Clarity and Simplicity: Avoid overly technical jargon unless explaining a specific ingredient's function. Focus on clear, concise language that is easy for the average consumer to understand, reflecting the brand's "simple formulas" value.
• •Highlight Value and Efficacy: Consistently connect product features (like high concentrations of active ingredients) to tangible benefits (e.g., "brighter skin," "reduced fine lines") and reinforce the affordable price point.
• •Be Informative and Educational (But Not Preachy): Share knowledge about skincare ingredients and routines in an approachable way. Use blog posts, social media captions, and product descriptions to empower customers to make informed choices.
• •Maintain an Authentic and Trustworthy Voice: Be transparent about ingredients and manufacturing processes ("Made in the USA," "small batches," "cruelty-free"). Acknowledge customer feedback where appropriate.
• •Foster a Sense of Community: Use inclusive language. Encourage user-generated content and interaction on social media. Frame the brand as a partner in the customer's skincare journey.

Social Perception

Positive: Effective, no-frills skincare at a great value. Appreciates high concentration of active ingredients and visible results. The brand's affordability makes it a popular choice.

Copy Examples

• •Headline: "Unlock Your Radiance: Potent Vitamin C, Purely Priced." Body: "Experience the dermatologist-loved power of our 20% Vitamin C + E Ferulic Acid Serum. We pack in the good stuff – high-concentration actives, no unnecessary fillers – so you see real results without breaking the bank. Get ready for brighter, healthier-looking skin, simply and effectively."
• •Headline: "Hydration Hero: Meet Your Skin's New Best Friend – Hyaluronic Acid." Body: "Thirsty skin? Our 100% Pure Hyaluronic Acid Serum delivers a super-dose of moisture, holding up to 1000 times its weight in water. Simple, clean, and incredibly effective for that plump, dewy glow. Affordable skincare that truly works."
• •Headline: "Age Gracefully, Not Expensively. Powerful Peptides, Smart Prices." Body: "Turn back the clock on fine lines and wrinkles with our Matrixyl® Synthe'6® Serum. This potent peptide-packed formula supports your skin's natural collagen production for a firmer, smoother appearance. Effective anti-aging, made accessible."
• •Headline: "Sensitive Skin? We Get It. Clean Formulas, Happy Skin." Body: "At Timeless, we believe in 'more actives, less chemicals.' Our fragrance-free, paraben-free, and cruelty-free formulas are designed with your skin's health in mind. Discover gentle yet effective solutions for a calm, balanced complexion."
• •Headline: "Real Results, Real People. Join the Timeless Glow-Up!" Body: "Tens of thousands of 5-star reviews can't be wrong! Our community loves our straightforward, effective skincare. Share your #TimelessTransformation and see why we're the go-to for quality ingredients and visible results, all made right here in the USA."