{"$schema":"https://brandcontextprotocol.com/schema/v2.0/brand-context.schema.json","brand":{"brand_type":"consumer_brand","business_model":"transactional_sales","display_name":"Luminelle Beauty","distribution_model":"d2c","id":"luminelle-beauty","industry":"consumer_goods","offering_type":"physical_goods"},"content_strategy":{"content_mix":{"editorial_storytelling":{"description":"Skincare routine tutorials, ingredient education, founder/team stories","prevalence":"medium","visual_strictness":"moderate"},"produced_campaign":{"description":"Styled product shots with soft lighting, seasonal collection launches, 'real skin' campaign imagery","prevalence":"medium","visual_strictness":"strict"},"product_photography":{"description":"Clean, dewy product shots on soft backgrounds, texture swatches, ingredient close-ups","prevalence":"high","visual_strictness":"strict"},"thought_leadership":{"description":"Industry perspectives on clean beauty, inclusivity in beauty standards","prevalence":"low","visual_strictness":"moderate"},"ugc_authentic":{"description":"Community-submitted 'real skin' selfies, unfiltered product try-ons, morning routine shares \u2014 core to brand identity","prevalence":"high","visual_strictness":"lenient"}},"platform_visual_strategy":{"social_instagram":{"expected_content_types":["ugc_authentic","product_photography","produced_campaign"],"notes":"Instagram is the community hub \u2014 heavy UGC, real-skin selfies, unfiltered try-ons. These should NOT be flagged for color deviation. Only produced campaign assets should match brand palette.","verbal_strictness":"moderate","visual_strictness":"lenient"},"social_linkedin":{"expected_content_types":["thought_leadership","editorial_storytelling"],"notes":"Industry thought leadership on clean beauty and inclusivity. Professional tone.","verbal_strictness":"strict","visual_strictness":"moderate"},"social_twitter":{"expected_content_types":["ugc_authentic","editorial_storytelling"],"notes":"Quick community engagement, skincare tips, retweets of customer content.","verbal_strictness":"moderate","visual_strictness":"lenient"},"website":{"expected_content_types":["product_photography","produced_campaign"],"notes":"Clean, rose-toned aesthetic. Full brand palette and typography adherence. Product pages are the primary conversion environment.","verbal_strictness":"strict","visual_strictness":"strict"},"youtube":{"expected_content_types":["editorial_storytelling","ugc_authentic"],"notes":"Skincare routine tutorials and community content. Thumbnails are often unpolished selfie-style \u2014 do not evaluate against brand color palette.","verbal_strictness":"moderate","visual_strictness":"lenient"}},"visual_identity_cues":{"reinforces_brand":["Real, unfiltered skin \u2014 diverse skin tones, textures, and ages","Soft, warm lighting with natural dewy aesthetics","Minimal, clean composition \u2014 not over-styled or overly produced","Community-feel imagery \u2014 everyday settings, bathroom mirrors, morning light","Soft rose and warm neutral tones consistent with brand palette"],"undermines_brand":["Heavily retouched or airbrushed skin \u2014 contradicts authenticity value","Before/after imagery that shames the 'before' state","Overly glamorous or editorial-magazine styling \u2014 conflicts with everyperson archetype","Harsh lighting or clinical product photography","Aggressive promotional graphics with bold urgency-driven design"]}},"context_refs":{"gpl":"/schemas/policy/d2c-policy-defaults.json"},"governance":{"approval_workflow":{"enabled":true,"tiers":[{"approvers":["social_team_lead"],"scope":"social_media","tier":"routine"},{"approvers":["content_director"],"scope":"email_campaigns","tier":"standard"},{"approvers":["brand_director","vp_marketing"],"scope":"ad_campaigns","tier":"major"}]},"channel_overrides":{"email":{"required_disclaimer_ids":["unsubscribe_notice"],"tone":["warm","approachable"]},"meta_ads":{"enforcement_mode":"strict","required_disclaimer_ids":["paid_partnership_disclosure"],"tone":["approachable","warm"]},"social_instagram":{"tone":["playful","enthusiastic","bold"],"urgency_policy":"none"}},"claims_policy":{"allow_before_after":false,"allow_comparative_claims":false,"claims_strictness":"moderate","evidence_required_for":["efficacy_claim","clinical_claim","natural_organic_claim","safety_claim"]},"pricing_and_urgency":{"discount_cap_percentage":20,"false_scarcity_policy":"block","pricing_positioning":"premium","urgency_policy":"subtle"},"risk_and_enforcement":{"block_threshold":70,"enforcement_mode":"standard","risk_posture":"conservative"},"tactics_policy":{"inherit_defaults":true,"overrides":[{"enforcement":"block","reason":"Contradicts our casual, no-pressure brand ethos","tactic_id":"countdown_timer"},{"enforcement":"block","reason":"Premium brand \u2014 flash sales cheapen perception","tactic_id":"flash_sale"},{"enforcement":"block","reason":"We never pressure our community","tactic_id":"fear_of_missing_out"},{"enforcement":"block","reason":"Fear-based messaging about skin conditions contradicts our values","tactic_id":"health_scare"},{"enforcement":"block","reason":"Core value: authenticity \u2014 we celebrate all skin","tactic_id":"body_shaming"},{"enforcement":"block","reason":"All ages are beautiful \u2014 core brand philosophy","tactic_id":"age_shaming"},{"enforcement":"block","reason":"Before/after photos that shame the 'before' state","tactic_id":"before_after_manipulation"},{"enforcement":"block","reason":"We value authentic community voices, not curated highlights","tactic_id":"testimonial_cherry_picking"},{"enforcement":"block","reason":"Pop-up style counters feel inauthentic","tactic_id":"social_proof_counter"},{"enforcement":"block","reason":"Premium brand \u2014 no inflated strike-through pricing","tactic_id":"anchor_pricing"}]}},"identity":{"brand_archetype":"everyperson","mission":"Celebrate real beauty in real life. We create skincare and makeup products inspired by real people and real routines.","values":["Authenticity","Simplicity","Inclusivity","Skin First","Community-Driven"]},"metadata":{"bcp_id":"luminelle-beauty-001","created_at":"2025-02-15T00:00:00Z","gpl_version":"1.0.0","schema_version":"2.0","status":"active","updated_at":"2025-02-15T00:00:00Z"},"positioning":{"target_audience":{"primary":{"description":"Millennial and Gen-Z women (18-35) who prefer a natural, minimal beauty look. They value authenticity over perfection and want skincare-first products that enhance rather than mask."}}},"verbal":{"vocabulary":{"encouraged_words":["skin first","dewy","effortless","real","you","glow","routine","everyday","fresh","simple"],"forbidden_words":[{"alternative":"skin-supporting","reason":"Contradicts our philosophy that all ages are beautiful","word":"anti-aging"},{"alternative":"glowing","reason":"Implies natural skin has flaws; conflicts with authenticity value","word":"flawless"},{"alternative":"balance","reason":"We enhance, not hide","word":"conceal"},{"alternative":"enhance","reason":"Suggests something is wrong with the before state","word":"transform"}]},"voice":{"description":"Luminelle speaks like your cool best friend who happens to know a lot about skincare. Approachable, genuine, never preachy. We talk with our community, not at them.","tone":["approachable","warm","playful"]}},"visual":{"colors":{"primary":[{"hex":"#F5C6C6","name":"Luminelle Rose","roles":["background","accent","illustration"],"usage":"Primary brand color, packaging, backgrounds"},{"hex":"#FFFFFF","name":"Luminelle Ivory","roles":["background","neutral"],"usage":"Clean backgrounds, text on dark surfaces"},{"hex":"#2D2D2D","name":"Soft Black","roles":["text","heading"],"usage":"Body text, headlines"}]},"primary_brand_mark":{"file_url":"https://luminelle.example/assets/logo.svg","min_size":{"digital_px":40,"print_mm":15},"type":"wordmark"},"typography":{"primary":{"family":"Freight Sans","weights":[400,500,700]}}}}