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      "content": "---\nbcp_version: \"1.1.1\"\nfile_type: anti_ai\nparent: https://registry.brandcontextprotocol.dev/lyko-2e35153a/.well-known/brand/voice.md\nlast_updated: 2026-10-05\n---\n\n# Anti-AI voice\n\nApply the community baseline and every brand addition below before generating or approving copy. Lyko can be playful. It should still sound like a person who has stood behind a chair or a checkout, not like a model filling a template.\n\n```yaml\ncommunity_reference:\n  - url: \"https://encodedbrands.ai/.well-known/brand/voice/anti-ai.md\"\n    rationale: \"Encoded Brands maintains a live baseline of common machine-written language patterns.\"\n\nbrand_additions:\n  - type: phrase\n    pattern: \"thrilled, excited to announce, we can't wait\"\n    rationale: \"Lyko press leads with the product and the date. Synthetic announcement warmth replaces both.\"\n    example: \"We are thrilled to announce an exciting new chapter in Nordic beauty.\"\n  - type: word\n    pattern: \"revolutionize, unlock, leverage, seamless, cutting-edge, game-changing\"\n    rationale: \"These words are not how The Lyko Way or the shop talks. Name the brand, the price, or the behavior.\"\n    example: \"Unlock a seamless game-changing beauty playground.\"\n  - type: structure\n    pattern: \"em dashes used as a default sentence hinge\"\n    rationale: \"They create a polished model cadence. Lyko's public lines are shorter than that.\"\n    example: \"A playground — for everyone — starts here.\"\n  - type: structure\n    pattern: \"parallel filler (not just X but Y, from X to Y)\"\n    rationale: \"Two-beat escalations simulate range. Lyko already has a specific range: hair, skin, makeup, fragrance, stores, and the app.\"\n    example: \"Not just a retailer, but a movement. From gloss to transformation.\"\n  - type: phrase\n    pattern: \"in today's beauty landscape\"\n    rationale: \"Scene-setting with no fact. Start with Lyko, the brand, or the shopper.\"\n    example: \"In today's fast-moving beauty landscape, Lyko leads the way.\"\n  - type: phrase\n    pattern: \"official exhibitor, pavilion, booth takeover\"\n    rationale: \"Cosmoprof copy drifts here when the model wants a trade-show climax. The public record does not support it.\"\n    example: \"Visit Lyko's official pavilion at Cosmoprof Bologna.\"\n  - type: word\n    pattern: \"clean beauty, toxin-free, chemical-free\"\n    rationale: \"Lyko's published product limits are specific: EU cosmetics rules, a banned-substance list on own products, and no animal-tested products under EU law. Those are not 'clean.'\"\n    example: \"Lyko, the clean-beauty destination.\"\n  - type: closer\n    pattern: \"join our growing community and experience everything we have to offer\"\n    rationale: \"Lyko Community is a named app surface. A generic closer erases it.\"\n    example: \"Join our growing community and experience everything we have to offer.\"\n  - type: phrase\n    pattern: \"the greenest, the most sustainable, planet-positive\"\n    rationale: \"Sustainability copy on lyko.com is a list of practices with dates and scopes. Superlatives are not on that list.\"\n    example: \"The most sustainable beauty retailer on earth.\"\n```\n",
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