NUREVA SKINCARE BRAND KNOWLEDGE BASE Brand profile • Product catalogue • Ingredients • Positioning • Marketing guidance ORGANIC + SCIENCE 1. BRAND OVERVIEW This document is a working brand reference for Nureva Skincare. It consolidates information previously provided about the brand and its products. Confirm current product labels, formulations, prices, sizes and policies before publishing. Brand name: Nureva Skincare (also written as NUREVA / Nureva). Pronunciation: “new-ray-wa”. Brand positioning: skincare that brings together botanical-inspired ingredients and science-led actives. Brand phrase / positioning: “Organic + Science”. Core visual identity: premium, minimal, clean skincare aesthetic. Primary brand colour: Nureva Yellow — #FFE134. Preferred typography: Poppins. Visual references previously discussed: Rhode, Laneige and Sulwhasoo — minimal, premium and uncluttered presentation. Primary market and audience context: Pakistan; campaigns often reference everyday routines, university life, work, weather, weddings, Eid and local lifestyle. 2. BRAND VOICE & CREATIVE DIRECTION TONE OF VOICE Confident, modern, friendly and benefit-led. Use simple language that a skincare customer can understand quickly. For Pakistani audiences, use natural Urdu, Roman Urdu and English combinations where appropriate. Prefer short, scroll-stopping headlines followed by one concise supporting line. Avoid exaggerated medical promises, guaranteed outcomes or instant-transformation claims. VISUAL IDENTITY Use Nureva Yellow (#FFE134) as an accent or campaign colour; balance it with white, warm neutrals and clean backgrounds. Keep layouts minimal and premium, with clear product hierarchy and generous but intentional spacing. Use Poppins for brand-led graphics. Product packaging must remain faithful to the supplied reference: do not alter label text, logo, proportions, cap, box or pouch structure. Use high-resolution product imagery, realistic shadows and clean surfaces. Typical formats discussed: 1:1 for website product imagery and 4:5 for Instagram feed creatives. Do not add a logo to an image when the brief specifically requests a logo-free visual; leave negative space when the design will receive a logo later. 3. PRODUCT CATALOGUE The following catalogue reflects products and concepts discussed in prior Nureva planning. Some are established products and some are launches or concepts; verify live availability before treating every item as currently for sale. KOJIC ACID & TURMERIC CLEANSING PADS Size / format: 40 pads Ingredients discussed: Kojic acid, turmeric oil / curcumin, ascorbic acid (Vitamin C), lemon peel and glycerin. Positioning / content angles: Cleansing, gentle exfoliation and brighter-looking skin; content angles include daily cleansing, dullness, uneven-looking tone and convenience. Verification note: Avoid claiming that pads permanently remove pigmentation or cure acne. Follow the approved label directions for contact time and rinsing. KOJIC ACID SOAP Size / format: Confirm current size Ingredients discussed: Kojic acid; some prior product discussions also mention glutathione and alpha arbutin for a Glow Soap variant. Positioning / content angles: Body and skin brightening-care positioning; content angles include dullness and uneven-looking tone. Verification note: Confirm exact variant and ingredient list before publishing claims. GLOW SCRUB / KOJIC & TURMERIC SUGAR SCRUB Size / format: Confirm current size Ingredients discussed: Kojic acid, turmeric oil, lemon oil, shea butter and glycerin. Positioning / content angles: Body exfoliation; content angles include rough texture, strawberry-leg appearance, ingrown-hair-prone areas and post-waxing care. Verification note: Avoid implying treatment of medical skin conditions. Confirm usage areas and frequency on label. BRIGHTENING BODY LOTION Size / format: 150 ml discussed Ingredients discussed: Glutathione, alpha arbutin, niacinamide, lactic acid, shea butter, glycerin and aloe vera. Positioning / content angles: Body moisturising plus brightening-care positioning; supports smoother, more even-looking skin. Verification note: A price of PKR 2,499 was discussed previously; verify current price and final INCI. GLYCOLIC ACID 7% TONER Size / format: 120 ml discussed Ingredients discussed: 7% glycolic acid and witch hazel; pH around 3.6 was previously discussed. Positioning / content angles: AHA exfoliation and texture-care positioning. Verification note: Confirm final formula, directions, warnings and compatibility guidance before publication. ACNE PRO SERUM / MAGIC SERUM Size / format: Confirm current size Ingredients discussed: Tea tree oil, mandelic acid, oleanolic acid, niacinamide, witch hazel, hyaluronic acid and glycerin. Positioning / content angles: Acne-prone-skin and post-blemish-mark care positioning; previously described as a 2-in-1 serum. Verification note: Do not promise acne cures or guaranteed spot removal. Confirm exact product name and final ingredients. MAGIC SOAP Size / format: Confirm current size Ingredients discussed: Salicylic acid and tea tree oil. Positioning / content angles: Cleansing for acne-prone skin; product education and routine-based content. Verification note: Avoid medical treatment claims. SNAIL MUCIN POWER ESSENCE Size / format: Confirm current size Ingredients discussed: Snail mucin essence; exact concentration and full INCI not recorded here. Positioning / content angles: Hydration, plump-looking skin and a smoother, fresh-looking appearance; anti-ageing and fine-line appearance angles were discussed. Verification note: Do not invent snail mucin percentage or clinical results. KOJIC & TURMERIC NIGHT WRAPPING MASK Size / format: Confirm current size Ingredients discussed: Retinol was mentioned; confirm the complete formula. Positioning / content angles: Night-time skincare ritual; previously discussed as a non-greasy peel-off / wrapping treatment used twice weekly. Verification note: Confirm whether peel-off or wrapping terminology matches the final product and label directions. EYE REPAIR GEL PEN Size / format: Pen format; box dimensions discussed as 1.5 × 5 inches Ingredients discussed: Peptides, Eyeliss, Haloxyl, mandelic acid and niacinamide were discussed for product-page context. Positioning / content angles: Dark-circle appearance, puffiness and under-eye brightening-care positioning. Verification note: Ingredients were not to be printed on the box in the earlier packaging brief. Confirm spelling and final formula. BRIGHTENING SERUM (PLANNED CONCEPT) Size / format: 80 ml roller-tube concept Ingredients discussed: Vitamin C serum concept; final formula not established. Positioning / content angles: Brightening and antioxidant skincare concept. Verification note: Treat as planned until launch and formula are confirmed. SUNBLOCK SPF 50++ (PLANNED CONCEPT) Size / format: 60 ml concept Ingredients discussed: Final formula not established. Positioning / content angles: Daily sun-protection product concept. Verification note: Confirm approved SPF/UVA testing, exact label claim and regulatory requirements before marketing. 4. BUNDLES & PROMOTIONS Glow Duo: Kojic Soap + Glow Scrub; an exfoliating glove has been included as a free gift in some promotions. Brightening Bundle: Kojic Soap + Glow Scrub + Kojic & Turmeric Cleansing Pads. Radiance Ritual: Glycolic Acid Toner + Kojic & Turmeric Cleansing Pads + free Kojic Acid Soap. All-in-One Bundle concept: Magic Soap, Kojic Soap, Glow Soap, scrub and toner. Other offer concepts discussed: buy three Kojic Soaps and receive an exfoliating glove; bundle discounts and seasonal promotions. Discounts such as 40%, 50% or 55% were used in different past campaign discussions. These are historical creative examples, not confirmed current offers. Always verify the live offer, dates, stock and terms. 5. AUDIENCE & CUSTOMER MOTIVATIONS People concerned about dull-looking skin and uneven-looking tone. Customers looking for simple, convenient skincare steps. University students and working women who want practical routines after a day outdoors. Customers interested in body exfoliation and care for rough or bumpy-looking skin. Customers shopping for hydration, glow, blemish-care or under-eye products. Gift and bundle shoppers during Eid, wedding season, Ramadan and promotional events. 6. MARKETING & ADVERTISING FRAMEWORK RECOMMENDED AD-COPY CATEGORIES Problem / solution: begin with a recognisable skin concern, then introduce the product as part of a routine. Ingredient-led: explain the role of key ingredients in clear, non-medical language. Routine-led: show how and when the product fits into morning, evening, post-work or post-university routines. Convenience-led: focus on ease of use, portability, simple steps and product format. Texture / sensory: show product texture, application, finish and packaging details accurately. Education-led: explain how to use the product, what it does and what it does not do. Offer-led: communicate bundle value, free gifts and limited-time offers only when verified. Social proof / UGC: use genuine customer feedback and real creator experiences; do not fabricate testimonials or results. STATIC AD LAYOUT TEMPLATE Ad ID and category (e.g., AD 01 · Strong hook). Headline: short, attention-grabbing Urdu / Roman Urdu / English line. Supporting copy: one or two concise lines explaining the benefit or ingredient story. Product name: exact approved product name. Visual direction: model / product pack / application / texture / ingredient visual. CTA: Shop Now, Discover Your Routine, Explore the Bundle, or an offer-specific CTA. 7. BRAND-SPECIFIC CREATIVE NOTES Cleansing Pads: show a simple light-yellow round pad, not a yellow scrub or paste. When demonstrating use, show the pad gently gliding over the face. Cleansing Pads packaging: use the supplied yellow-and-white pouch reference; preserve the Nureva logo and all printed wording. Glow Scrub: show the actual scrub texture and jar only when that product is the focus; do not confuse it with cleansing pads. Snail Mucin: lean into hydration, plump-looking skin, fresh-looking finish and a premium skincare ritual. For all product visuals, keep packaging legible and undistorted; do not invent label copy or change product names. 8. CLAIMS, ACCURACY & COMPLIANCE GUARDRAILS Use cosmetic wording such as “helps improve the appearance of”, “supports a brighter-looking complexion”, “gently exfoliates” and “hydrates”. Do not claim to cure acne, permanently remove pigmentation, bleach skin, reverse ageing or guarantee results. Do not invent clinical studies, dermatologist endorsements, before-and-after results, percentages, ingredient concentrations or certifications. Do not assume all products are suitable for every skin type or every body area. Use directions, warnings, patch-test guidance and sun-protection advice from the final approved product label. For active ingredients such as glycolic acid, mandelic acid and retinol, ensure consumer directions and caution language match the final formulation and label. 9. WEBSITE, OPERATIONS & CUSTOMER EXPERIENCE NOTES E-commerce platform discussed: Shopify. Website work has included product uploads, product-page copy, rebranding, bundles, promotional banners and conversion-focused creative. Operational topics previously discussed include fake/bot orders, bulk order cancellation, courier pricing and returns, COD and payment-gateway fees. Shipping announcements and delivery cut-off dates are time-sensitive; never reuse an old date without confirmation. Exchange and refund wording should always be taken from the current approved Nureva policy, not reconstructed from campaign notes. 10. EVENTS, INFLUENCER & UGC CONTENT Past content themes include exhibition and pop-up announcements, booth walk-throughs, creator invitations and influencer shout-outs. UGC concepts discussed include university-day cleansing routines, post-work night routines, Ramadan routines, Eid makeup routines and product demonstrations. Use natural spoken Urdu / English mix for Pakistani creators when appropriate. Creator scripts should sound like personal experiences, but claims and results must remain truthful and substantiated. 11. INFORMATION TO CONFIRM BEFORE THIS BECOMES THE OFFICIAL SOURCE OF TRUTH Current live product list and which products are launched versus planned. Final INCI / ingredient lists, active concentrations, pH values and approved directions for each product. Current sizes, MRP / sale prices, stock status and product URLs. Approved claims, test results, certifications and any substantiation available. Current shipping, exchange, refund and customer-support policies. Official social media handles, contact email, phone number and business address. Current bundle contents, offer percentages, campaign dates and free-gift terms. Document status: Working draft based on information previously shared in conversation. It is not a substitute for approved packaging, final INCI lists, regulatory review or current website policies.