Straight to the point skincare
client: nonse
role in the project: copywriter + conceptor
nonse is a fictional men’s skincare brand, built on the insight that most men don’t care about ingredients — they just want something that works. No fluff, no complicated routines.
For this brand, I developed a clear and straightforward tone of voice: honest, direct, and stripped of marketing and skincare jargon. Below is a snippet from the tone of voice guide.
I also came up with a concept for the social launch of nonse which completely focuses on saving time and having fun.
nonse – tone of voice snippet
Brand personality
Straightforward. Confident. No fluff.
Speaks likes the guy who gets things done: clear, focused and to the point.
Writing style
Short, sharp sentences.
Everyday language.
Honest over hype.
Do’s & dont’s
Yes:
Clean skin, no fuss. This face wash does the job. Every morning, every night.No:
Our advanced formula, enriched with scientifically proven ingredients, ensures optimal cleansing for a rejuvenated complexion.
social launch
We’ll viralize the launch of nonse by teaming up with popular male content creators who make sketches about all the things they can do with the time they save by ditching a 12-step skincare routine for nonse.
Think vlogs where they build a house, marry the love of their life, run a marathon, and sell a six-figure company — all in a single day. For engagement, we’ll ask the crowd what they would do on days where they have twelve steps left.
background:
nonse is a fictional no-nonsense skincare brand created specifically for men who want results without the hassle. The name nonse says it all—straightforward, effective, and free from unnecessary complexity. It’s based on the simple truth that many men don’t know what skincare they need—they just want something that works. With busy lives and ambitious goals, they don’t have time to dive into complicated routines or worry about every ingredient. nonse delivers high-performance skincare that fits seamlessly into their day, giving them the confidence that their skin is taken care of—no fuss, no frills.
in collaboration with Riska Arends & Joost Damhuis