Brand Tone

calm, inspiring, nurturing, and empowering

Brand Values

• •Holistic Wellness and Self-Care
• •Authenticity and Inner Beauty
• •Efficacy and Quality
• •Ritual and Intention
• •Community and Connection
• •Inclusivity

Best Practices

• •Emphasize Holistic Benefits: Always connect product features to their broader impact on 'mind, body, and spirit.' Frame beauty benefits as outcomes of self-care and inner peace, rather than just superficial improvements.
• •Use Affirmative Language: Integrate words like 'radiance,' 'glow,' 'nurture,' 'empower,' 'inspire,' 'ritual,' and 'intention.' Maintain a positive, uplifting, and gentle vocabulary consistent with the brand's tone.
• •Highlight the 'Ritual' Aspect: Encourage customers to view product application as a mindful practice or a moment for themselves. Use sensory language to describe textures and scents that contribute to this ritualistic experience.
• •Reference Authenticity and Connection: Lean into Alicia Keys' personal story and the brand's commitment to authenticity. Promote the idea of a supportive community ('lightworkers,' 'beautiful souls') and meaningful connection.
• •Balance Efficacy with Emotion: While emphasizing 'proven results' and 'dermatologist-developed' formulas, ensure that the emotional and soulful benefits are equally prominent. The copy should appeal to both the desire for effective products and the yearning for self-care and well-being.

Social Perception

Positive and deeply intertwined with its core values. Consumers appreciate the holistic well-being emphasis, transforming skincare into a ritualistic experience. Products are perceived as soothing, calming, and effective, delivering improved skin and a noticeable 'glow'. Alicia Keys' connection adds authenticity and inspiration. Affirmations on packaging are praised. Perceived as a 'lifestyle' brand promoting mental health and emotional well-being, with dermatologist collaboration adding credibility.

Copy Examples

• •Unlock Your Inner Radiance. Nurture Your Soul. Beyond skin deep, Keys Soulcare invites you to transform your daily routine into a sacred self-care ritual. Discover efficacious formulas designed to illuminate your skin and spirit.
• •Rituals for Your Soul, Results for Your Skin. With every touch, every scent, experience a moment of profound connection. Our dermatologist-developed creations, infused with ancient wisdom, bring harmony to your skin and serenity to your day. #SoulcareRituals
• •Find Your Glow. Find Your Calm. Step into a space of intention. Keys Soulcare marries potent ingredients with uplifting affirmations, encouraging you to embrace self-love and unveil your most radiant, authentic self.
• •More Than Skincare. It's Soulcare. Infused with the power of nature and positive intentions, each Keys Soulcare offering is crafted to soothe your senses and deliver proven results, leaving you feeling balanced, beautiful, and deeply cared for.
• •Welcome Beautiful Soul. Your Ritual Awaits. From our Golden Cleanser to our nourishing creams, immerse yourself in a journey of self-discovery. Let Keys Soulcare inspire moments of quiet strength and radiant confidence.