Brand Tone

Relaxing & Soothing, Nurturing & Caring, Sensory & Evocative, Aspirational & Indulgent (yet accessible), Friendly & Approachable

Brand Values

• •Well-being & Self-Care
• •Natural & High-Quality Ingredients
• •Ethical & Sustainable Practices
• •Sensory Experience
• •Affordability & Accessibility

Best Practices

• •Embrace 'Escape' Language: Consistently use words and phrases that evoke a sense of getaway, sanctuary, tranquility, and release from daily pressures.
• •Highlight Sensory Details: Describe the scents, textures, and visual appeal of the products to immerse the reader in the experience.
• •Reinforce Core Values: Subtly weave in mentions of natural ingredients, cruelty-free, vegan, Australian-made, and eco-friendly packaging.
• •Use 'you' and 'your' to make the message personal and relatable.
• •Use calls to action that invite participation and experience.

Social Perception

Positive & Appreciative, Associated with Self-Care & Indulgence, Trusted for Natural Qualities, Seen as a Gifting Option

Copy Examples

• •Rediscover You.
• •What are you waiting for?
• •Because everyone deserves an escape.
• •Good for you, good for the planet.
• •Feel your worries melt away.