SPELLING , GRAMMATICAL PREFERENCES & CAPITALIZATION
HYPHENATION
General rules : Hyphenate two or more words when they come before a noun they modify and act as a single idea ( compound adjective ). E . g . Dermatologist-tested serum , long-term results , under-eye circles . When a compound adjective follows a noun , a hyphen may or may not be necessary . See particular preferences below .
DO NOT HYPHENATE
Clinically proven Clinically validated Deep cleans Hyperpigmentation Photoprotection Scientifically advanced
Photoaging Makeup Reapply Broad spectrum Multilevel
HYPHENATE THE FOLLOWING :
SPELLING PREFERENCES
Skincare Smooth Smooths Soothe Soothes Regimen
All-physical Age-defying Anti-inflammatory Antioxidant-rich Blemish-prone Deep-cleanses Long-term Paraben-free Post-peel Post-procedure Re-epithelialization
Under-eye Dermatologist-tested Hydroquinone-free ( or any other ingredient-free ) Pre-procedure and the phrase " pre- and postprocedure "
CAPITALIZATION OF INGREDIENTS
Ingredient names should be capitalized in all instances : title , header , text ( e . g . – Aloe Barbadensis Leaf Juice , Glycerin , etc .).
CAPITALIZATION SPECIFIC TO
IS CLINICAL
Innovative Skincare and iS Clinical should appear in all caps for titles and headings , and title case when used within a body of text . PowerPoint presentations will also adhere to this rule . All uses of iS Clinical will maintain the small i per brand standards .
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