Tono de Marca

Collaborative, Expert, and Minimalist

Valores de Marca

• •Community-Driven Innovation
• •Exceptional Quality and Craftsmanship
• •Accessibility to Luxury
• •Honesty and Transparency

Mejores Prácticas

• •Always Lead with the "Why" (Community): Start copy by referencing the community, feedback, or the collaborative process. Phrases like "You asked for," "Based on your feedback," or "Designed with our community" reinforce the core brand value.
• •Balance Simplicity with Detail: Keep the overall message clean and minimalist, but don't be afraid to include specific, expert details. Mention the origin (Kumano, Japan), the materials (saikoho goat hair), and the specific function of a brush shape. This speaks to both the novice and the expert.
• •Use "We" and "You" to Foster Partnership: Frame the brand-customer relationship as a partnership. Use "we" when talking about the brand's actions and "you" when referring to the customer's role in the design process and their experience with the product.
• •Let the Product Speak for Itself: Avoid hyperbole and overly aggressive sales language. The tone is confident but understated. The quality of the product is the hero, so the copy should reflect that by being informative and direct rather than flashy.
• •Maintain Visual and Textual Minimalism: Ensure that the clean, professional aesthetic of the website is reflected in all communications. Use a simple, elegant font, ample white space, and high-quality imagery. The copy should be concise and impactful, mirroring the minimalist design.

Percepción Social

Largely positive among discerning beauty consumers, praising high quality, performance, and an innovative business model. Some skepticism exists regarding influencer marketing and isolated quality control issues, though customer service is generally praised for being responsive.

Ejemplos de Copy

• •The perfect brush is a conversation. We listen to the feedback from our community of artists and lovers of makeup to create the tools you’ve always wanted. Precision, softness, and performance, in your hands.
• •Introducing Prototype B02. We’ve been working on a synthetic brush that feels like natural hair but performs flawlessly with liquids and creams. Get it now at a prototype price and tell us everything. Your feedback will shape the final design. #rephr #CommunityDesigned
• •You spoke, we listened. The sell-out Brush 05, praised for its effortless bronzer application, is finally back in stock. Experience the perfect balance of softness and density, designed with the feedback of thousands of users like you. Don't wait.
• •What if you could design your own makeup brushes? That's what we do. We take your feedback, send it to our master artisans in Japan, and create this. The softest, most effective brushes, co-created with our community.
• •Based on feedback from over 5,000 users who wanted a single, versatile eye brush, Brush 01 was born. Its unique shape and density pack on color beautifully, blend out edges seamlessly, and work with both powders and creams. This is the workhorse of your eye kit, designed by the community, for the community.