Tono de Marca

Authoritative Empathy

Valores de Marca

• •Scientific Efficacy
• •Trust and Legacy
• •Safety
• •Empowerment
• •Transparency

Mejores Prácticas

• •Lead with Empathy, Close with Authority: Always begin by acknowledging the customer's emotional and physical struggle with eczema. Use phrases like "we understand the frustration" or "the endless cycle." Then, pivot to the clinical, proven solution backed by Dr. Harlan's expertise.
• •Quantify Everything Possible: Reinforce credibility by consistently using the brand's powerful statistics: "30 years," "over 20,000 patients" (or "60,000+ users"), "95% success rate." Numbers build trust and convey efficacy.
• •Frame the Benefit as Freedom: The ultimate goal isn't just "less itching"—it's freedom. Use aspirational language focused on empowerment: "reclaim your confidence," "live without limits," "enjoy your life," "free yourself."
• •Balance Science with Simplicity: Explain the "dual-action" mechanism (targeting inflammation and microbes) in a way that is easy to understand. Use the term "smart science" to communicate innovation without overwhelming the user with jargon.
• •Always Leverage the Founder: Dr. Steve Harlan is the brand's most significant asset. Mentioning "dermatologist-designed" or "Dr. Harlan's formula" in copy immediately elevates the product's credibility and differentiates it from anonymous competitors.

Percepción Social

The social perception of HarlanMD and SmartLotion® is overwhelmingly positive, bordering on evangelistic from its user base. Customers frequently describe the product as a last resort that finally worked after years of failed treatments, using words like "amazing," "life-changing," and "happy." The association with Dr. Steve Harlan, a real, practicing dermatologist, gives the brand a level of legitimacy. The product is perceived as a versatile solution for various forms of dermatitis and for a wide demographic, including infants, children, and adults.

Ejemplos de Copy

• •Stop the cycle of failed eczema treatments. Developed by dermatologist Dr. Steve Harlan and proven with over 20,000 patients, SmartLotion® is the clinically-backed solution that delivers long-term relief without the harsh side effects. Trust 30 years of science, not another empty promise.
• •Your skin doesn't have to define your life. Free yourself from the constant itch, redness, and worry. SmartLotion® is designed to give you back control, so you can focus on living, not scratching. Feel comfortable in your own skin again.
• •Other creams only mask the problem. SmartLotion® is different. Its breakthrough formula is the only one to target both root causes of eczema: inflammation and the microbial imbalance. It's not just another lotion; it's a smarter strategy for clear skin.
• •Itching? Redness? Flare-ups? You've tried it all. Now try what works. SmartLotion® offers clinically-proven, daily-use relief for even the most stubborn eczema. See the difference in days. Your skin will thank you.
• •Like Jennifer, who struggled for years with painful dermatitis, thousands have found life-changing relief with SmartLotion®. She says, 'I am so grateful...this has changed my life.' It's time to write your own success story.