Brand Tone

Playful, youthful, fun, cheeky, irreverent, energetic, rebellious, and human. Aims to be like a close friend, balancing humor with clear value propositions.

Brand Values

• •Fun & Youthfulness: Encouraging play, self-expression, and embracing an inner-child, carefree attitude.
• •Clean & High Quality: Commitment to skin-friendly, plant-based, biobased ingredients, and avoiding harmful chemicals. Products are marketed as an extension of skincare.
• •Innovation: Creating unique products like makeup you can sleep in and color-changing blush oil.
• •Sustainability: Using bio-based ingredients and aiming for packaging worth keeping. The website states products are made with at least 90% renewable ingredients.
• •Being Real/Authenticity: Encouraging users to be true to themselves. The founder's direct involvement in product testing and social media aims to foster this.

Best Practices

• •Authenticity is Key, Especially Now: Post-controversy, any communication must be perceived as genuine and transparent. The playful tone can only return credibly after significant trust-rebuilding efforts that address the issues head-on. Acknowledge, learn, and show demonstrable change.
• •Listen Actively and Empathetically: Monitor social media and reviews not just for trends, but for genuine customer feedback and concerns. The playful tone should not dismiss valid criticism.
• •Align Visuals with Voice: Ensure the bright, energetic, and maximalist visuals consistently match the playful and youthful language in all communications.
• •Empower UGC, Responsibly: Encourage user-generated content that reflects the brand’s fun and expressive values, but be prepared to address any problematic associations or re-engage with communities that have been alienated.
• •Train All Communicators: Anyone representing the brand (social media managers, customer service, influencers) must deeply understand and embody the intended brand tone *and* be acutely aware of the current sensitivities. Consistency in empathy and problem resolution is paramount before re-emphasizing a purely playful tone.

Social Perception

The brand's image has been severely damaged by a significant controversy surrounding its Date Night Skin Tint Serum Foundation, leading to a significant loss of trust and a negative brand image among a large segment of the beauty community.

Copy Examples

• •Sleep in your sparkle? Yes, you can! ✨ Our makeup is so skin-loving, your pillow will thank you. #Youthforia #MakeupYouCanSleepIn
• •Rules are for rebels. Makeup is for fun. Express your vibe, your way. 🌈 #PlayfulBeauty #Youthforia
• •Clean ingredients, wild looks. Get that glow without the guilt. 🌱💄 #CleanBeautyThatPops #Youthforia
• •90s heart, 2020s smart. Our mood-boosting makeup is a whole vibe. What’s your Youthforia mood today? 😉 #GenZBeauty #ThrowbackVibes
• •From AM to PM to... AM again? 😉 Our founder-tested, sleep-approved formulas keep your skin happy, no matter what your night looks like. #YouthforiaApproved #SkinLovingMakeup