Bloody Good Brands: Go-To Skincare

Brands that stand out from the crowd.

Go-To, founded by Zoë Foster Blake, is a no-BS Australian skincare brand with a playful vibe. They use humour to make them approachable and relatable for their ideal client (moi) 💋. The brand’s built on transparency and minimalism so customers know exactly what’s going onto their skin. The info’s straightforward. Their range is simple and lush. And they’re all about empowering customers to embrace their natural beauty.

I’m all for it. But what worked on me? What’s so great about their branding?

Let’s run through to see what tips you can take from them.

1. The tone and style

Playful. Friendly. Conversational.

The speak to you like a mate. They’re cheeky, use lots of contractions, abbreviations, witty remarks, puns and exclamations. It creates a friendly connection that feels like they know you and care, rather than being a multi-million dollar brand.

They called me ‘cutehead’ for heavens sake. What’s not to love?

Note: ‘Pop’, ‘BITS’ and ‘cutehead’ in a part of the site that could be boring. Instead, it’s an opportunity to have fun and maintain consistent messaging.

2. The expletives and honesty

But wait, swearing? Oooo, edgy. Yes it is. Unapologetically. They’re polarising in their attitude and this sets them apart from traditional skincare brands in an extremely crowded market, appealing to a younger audience (and 45-year-olds with potty mouths).

Their everyday language and absence of scientific jargon means their info is accessible to everyone. No mystical or scientific confusion here. Even I (English teacher/creative non-sciencey-math brain) can understand their ingredients. I appreciate their no frills, no fuss bottles and labels, their self-love copy that shouts their company values, creating trust and credibility.

(FYI: their values are: transparency, ‘useful & effective’ skincare, eco-responsible, ‘clean’ & natural, cruelty-free).

Check out the ‘shit’ bits that are great for me. And their values-driven copy.

Bottom line, Go-To educates and informs me. I can find advice for my skin type and age and I’m confident the stuff I’m using is good shit.

3. The sweet as ‘entertainment’ packaging

After trying a sample pack to check it’d work for my skin, I went all in. I ordered their ‘Glowy Skin Routine’ a pack full of their best daily products. And added a bunch more coz that’s how I roll. All or nothing!

When the postie brought it, I had a little self-love party for one.

I opened the box to find their a huddle of peachy goodness: funny names on boxes, a relatable, chatty stream of consciousness on the box to flag the shopping journey and sustainability piece, freebies and chocolate.

The self-love fiesta of an opening ceremony.

Since then, I smile every time I open my bathroom cabinet and see the line-up.

I soothe my skin and a little of my soul twice a day as I’m taking the time to take care of me.

So, I’m a convert. A member of Go-To’s self-care squad.

My skin is radiant. I’m told on a regular basis that I look 35 not 45. (I don’t have enhancements - it’s all natural, baby).

It’s official: Go-To’s branding and products work a treat.

Thanks for reading,

With love. Mwah. 💋