In residence · Kinis House
Real smoothing. Still you.
Brand Strategy Vault
The words we protect.
Positioning, personas, messaging hierarchy and the boundaries we don't cross. This is the source of truth every brief refers to.
Brand essence · Working line
Real smoothing. Still you.
Personas
The five women in the room
Persona
The Botox-curious
Considered injectables, hesitated, wants a credible alternative.
- Motivation
- Wants softer expression lines without freezing her face or losing herself.
- Objection
- ‘Do patches actually work?’ ‘Is this just tape?’
- Language cue
- Soften the appearance • Ritual • Recognisable you
Persona
The founder on-camera
Professional preparing for visibility moments — keynotes, shoots, weddings.
- Motivation
- Wants to arrive rested and photograph-ready without looking done.
- Objection
- ‘Will it stay on overnight before the event?’
- Language cue
- Pre-event ritual • Smoother-looking skin • Camera-ready
Persona
The perimenopausal reader
Mature skin, informed, sceptical of hype.
- Motivation
- Wants formulation depth, evidence and a grown-up brand voice.
- Objection
- ‘Show me before-and-afters that aren't retouched.’
- Language cue
- Formulated with • Visible over 28 nights • Results vary
Persona
The side sleeper
Wakes up with sleep creases she doesn't recognise.
- Motivation
- Wants patches that stay on through the night, on her side.
- Objection
- ‘Will it peel off at 3am?’
- Language cue
- Overnight wear • Stays put • Side-sleeper tested
Persona
The skincare ritualist
Layered routine, loves considered brands, seeks the next credible step.
- Motivation
- Wants a ritual that sits over her existing regime.
- Objection
- ‘Where does this fit in my routine?’
- Language cue
- Layer over absorbed skincare • Nightly ritual • Considered
Competitor map · draft
Where we sit — and where we don't
Editable working map. Do not publish competitor claims externally — this view is for internal positioning only.
| Brand | Category axis | Working positioning note |
|---|---|---|
| Frownies | Traditional patches | Heritage, functional, dated aesthetic. |
| SiO Beauty | Silicone patches | Wellness / sleep positioning, US-led. |
| Wrinkles Schminkles | Silicone patches | Value, colourful, mass tone. |
| Injectable clinics | Medical | Result-led, invasive, high cost. |
| Kinis Skin | Prestige non-invasive · British ritual | British-rooted, founder-led, editorial, honestly represented — draft. |
Messaging hierarchy
One idea, five channels
Channel
Homepage hero
Message
A quiet British ritual. Still you.
Support
Overnight triangle forehead patch and smile-line patches — softer-looking, honestly.
Channel
Paid social
Message
The face I recognised again.
Support
Founder story — brow ptosis, and the calm ritual she built instead.
Channel
Message
Old wisdom, modern knowledge.
Support
Facial taping and old-Hollywood ritual, interpreted for now. Seven-night observation, honest representation.
Channel
Retail pitch
Message
The credible non-invasive category customers keep asking for.
Support
British-rooted, founder-led, evidence-first — subject to standard verification.
Channel
Organic social
Message
The British bedtime ritual.
Support
Real women, real routines, real skin — responsibly represented.
Honest Representation Standard
Authentic by intention
Real skin, honest representation and responsible editing. Normal production edits — lighting, colour correction — may be used. We never edit to misrepresent outcomes or create unrealistic expectations.
- Real British women, diverse mature skin
- Normal lighting and colour correction only — no editing that changes skin or results
- Before-and-afters shot in matched lighting, angle and expression, with timelines disclosed
- Written model / tester consent; use case and duration specified
- No unverified celebrity anecdotes (including Elizabeth Taylor) in public copy
Claims Verification
Before any claim leaves the House
UK cosmetic claims
- · Complies with UK Cosmetic Products Regulation & CTPA guidance
- · CPSR signed by responsible person
- · UK SCPN submitted
- · No implied medical outcome
Ingredient claims
- · Actives verified on INCI at meaningful concentration
- · Supporting data referenced
- · Any ‘Korean technology / knowledge’ reference verified with supplier before external use
Manufacture & origin
- · ‘Made in Britain’ verified against final manufacturing site
- · Country-of-origin marking correct per component
- · Founder confirms any specific place names before publication
Imagery
- · Honest Representation Standard applied
- · No misleading edits
- · Matched before-and-after conditions
Operating detail