When Tone of Voice Is Your Superpower
There’s no shortage of beauty brands in the world. So how do you make sure yours feels, looks, and—most importantly—sounds different?
At words not anchovies creative studio, our copywriters have been writing about beauty since before you could shop on Instagram (cast your mind way back). We also happen to have spent an alarming amount of money on serums, creams, and lotions. So, trust us when we say: your tone of voice matters.
The Beauty Brand Checklist
Before brand voice even comes into play, there are two key things every beauty brand needs to get right:
1. Efficacy—Your Products Need to Work
Consumers today are more informed than ever. It’s not just Gen Z who consider themselves skinfluencers—even our mums know what Retinol is. With such a savvy audience, effective formulas aren’t a luxury; they’re the bare minimum.
2. Transparency—Consumers Care About Brand Values
Skincare shoppers aren’t just buying a product—they’re buying into a brand’s ethos. They want answers to questions like:
Are the products vegan?
Are they made in Australia?
Are they formulated by real chemists?
Is the packaging sustainable?
Authenticity matters. If a brand’s values aren’t clear from the start, consumers will move on to one that aligns with their expectations.
Why Tone of Voice Is the Ultimate Differentiator
So, you’ve got effective products and clear brand values. But so does your competitor. And their Instagram captions are making people spit out their almond lattes.
This is where tone of voice becomes your superpower.
A beauty brand’s tone of voice is the secret ingredient that turns customers into loyal advocates. Yes, words. We all use them. But which ones, in what order, and on which platform?
That’s where copywriting comes in. It’s more than just marketing—it’s what makes a brand instantly recognisable, wildly shareable, and impossible to ignore.
How We Helped Barni Skin Find Its Voice
The key to an unforgettable tone of voice? Tying it to brand purpose and values.
Take Barni Skin, a fresh-faced Aussie skincare brand. They had:
✔ A great formula
✔ Clear values
✔ Full transparency
But they needed a way to communicate their ‘endless summer’ attitude in a voice that was unmistakably their own.
Make Your Holiday Glow Last Forever
A fun, flirty tagline that captured Barni’s brand essence perfectly. But we didn’t stop there. We developed a comprehensive tone of voice guide packed with:
Key messages
Dos and Don’ts
Grammar rules
Brand personality traits
All designed to ensure every single word—from product descriptions to Instagram captions—felt unmistakably Barni.
Your Brand Voice = Your Competitive Edge
In a beauty industry bursting with competition, an ownable tone of voice is what separates brands that thrive from those that fade into the background.
At words not anchovies, we help beauty brands sound as good as they look. So, the question is: what’s your brand saying—and, maybe more importantly, how’s it saying it?