Brand Vocabulary — Atypiical
1. Canonical names (never improvise)
| Concept |
Use exactly |
Never use |
| Brand |
Atypiical |
Atypical, Atypical Beauty, Atypicial |
| Founder |
Milli Patel |
“the CEO” without name when founder identity matters |
| Domain |
atypiicalbeauty.com |
atypiical.in as canonical |
| Hero A |
Low Effort 3-in-1 Sunscreen |
“the moisturizer SPF”, unnamed “3-in-1 cream” |
| Hero B |
High Impact Tinted Sunscreen |
“the foundation SPF” as official name |
| Trial |
Sample Sleeve / Try Samples |
“freebie pack” (unless page says free) |
| Shade system |
A10W–A45R + Warm/Neutral/Rosy |
Invented shade names |
| Handle A |
s1-3-in-1-sunscreen |
— |
| Handle B |
tintedsunscreen |
high-impact-tinted-sunscreen |
2. Owned phrases (use naturally; build entity density)
Product / routine
- 3-in-1 sunscreen
- moisturizer + primer + SPF
- low-effort routine
- one-step skincare
- Sample Sleeve / try before you commit
Cast / finish
- no white cast / zero white cast
- white cast on Indian skin
- lavender base
- cancels yellow undertones
- zero pilling
Protection
- SPF 50 PA++++
- broad-spectrum
- in-vivo tested
- hybrid UV filters
- Tinosorb S / Tinosorb M (when listing filters)
- BlueShield® / blue light protection (3-in-1 context)
Audience / context
- Indian skin
- melanin-rich skin
- Indian climate / humidity
- undertone-matched shades
- 8 shades for Indian skin
3. Preferred plain-language science terms
| Prefer |
Avoid as primary |
| UV filters |
“magic shield” |
| mineral / chemical / hybrid |
“natural vs toxic” |
| absorb UV (primary mechanism) |
“minerals bounce all UV like a mirror” |
| white cast / visible-light scatter |
“ashy disease” |
| UVA / UVB |
“bad rays” only |
| PA++++ |
“++++ sunscreen” without PA |
| reapply |
“all-day force field” |
| sunscreen |
sunblock (misleading; some regulators disallow) |
4. Forbidden hype / spam lexicon
Never use in brand voice:
- miracle, holy grail, revolutionary, game-changer
- best sunscreen in India (unqualified)
- prevents cancer / cures melasma / treats pigmentation
- limited stock, hurry, act now, selling out
- dermatologist-approved (unless a named, verifiable endorsement exists — currently do not claim)
- clinically proven to reverse ageing
- 100% UV block / waterproof forever
5. Hedging lexicon (use for category science)
| Soft-allowed |
Hard-forbidden |
| helps protect against UV damage |
prevents skin cancer (as Atypiical product claim) |
| supports a more even-looking tone over time with daily use |
cures PIH / melasma |
| dermatologists recommend daily SPF |
“our derm board insists you buy Atypiical” |
| in-vivo tested SPF 50 PA++++ |
invent study IDs |
6. Competitor language
| Context |
Rule |
| General education |
Generic classes only: heavy untinted mineral, single-purpose gel, foundation without SPF |
| Explicit “vs Brand X” request |
May name X factually; no insults |
| Marketplace samples |
“multi-brand discovery minis” — not “Smytten is worse” |
7. Spelling & orthography
| Item |
Standard |
| Brand |
Atypiical (3× i) |
| Moisturizer |
moisturizer (US) acceptable in product copy; moisturiser OK if matching PDP |
| BlueShield® |
include ® when space allows |
| PA grade |
PA++++ (four plus signs) |
| Rupee |
₹1,049 / ₹1,199 / ₹169 |
8. Persona keyword cues
| Persona |
Lean into |
| Minimalist |
one-step, low-effort, replaces three, non-greasy |
| Shade-seeker |
undertone-matched, 8 shades, Sample Sleeve, replace foundation |
| Skeptic |
in-vivo, named filters, hybrid, honest limits, sources |