You know your audience better than we do. Use this to stay aligned with the brand, not to sound like us.

Core Brand Messaging

The one-liner: Made For Real Skin.

What the brand actually believes: skin has texture, it breaks out, it changes, and none of that needs fixing before it gets shown. Facecard exists for people tired of beauty marketing that only shows one version of skin.

The products, in plain terms:

• GTFO, pimple cream: overnight spot treatment for active breakouts. Not a cure-all, just something that calms a spot down without drying out the rest of your face.
• UNSEND, makeup remover: a foaming cleanser that actually takes makeup off in one pass, without leaving skin stripped or tight.
• GHOSTED, sunscreen: sits invisibly under makeup. No white cast, no greasy finish.

Tone to match: honest, a little blunt, self-aware, funny where it fits. Nothing overly polished.

Content Deliverables

No fixed script here either, but a typical partnership looks something like:

• 1x Reel or TikTok showing the product actually being used (texture, absorption, real application)
• 2x Instagram Stories (unboxing plus a genuine first reaction, good or mixed)
• 1x static feed post, optional, usually for creators who prefer a slower format

Deliverables scale with the partnership. Seeded product, a story or two is genuinely enough. Paid partnerships, we'll confirm the mix before anything ships, and it's negotiable based on what actually performs for your audience.

Do's and Don'ts

Do:

• Show your skin as it actually is on the day you film. No smoothing, no filter that changes texture.
• Say what you actually think, even if a product didn't work for you. More useful to us than forced enthusiasm.
• Name the product specifically (GTFO, UNSEND, GHOSTED) instead of "this skincare."
• Tag @facecard.cosmetics so we can reshare with credit.

Don't:

• Retouch or smooth skin texture in the content. It undercuts the whole brand.
• Use generic beauty language like "holy grail," "life-changing," or "skin transformation." Say what actually happened instead.
• Mention or compare competitor brands by name.
• Make medical or dermatological claims. No "cures acne," no "clinically proven" unless it's a line we've confirmed with you directly.

Links & Assets

• Product and landing page: facecard.co/shop
• A tracked discount code for your audience, so we can see what's actually converting
• A shared drive with product shots, logo files, and brand colours if you want them for editing, though native, unedited footage is always preferred over anything branded