Brand Tone

authentic, caring, and educational

Brand Values

• •Natural and Pure Ingredients: A commitment to using wholesome, natural, and organic ingredients, avoiding harsh chemicals, sulfates, parabens, and palm oil (unless sustainable).
• •Handcrafted Quality: Emphasizing that products are made from scratch using traditional methods like the cold-process for soaps.
• •Skin Health and Wellness: A dedication to creating products that are good for the skin, especially for those with dry, irritated, or sensitive skin, and promoting self-care.
• •Integrity and Transparency: Being open about their ingredients and processes, and the founder's personal story adding a layer of authenticity.
• •Eco-Consciousness/Sustainability: Mention of being committed to a healthy planet, using eco-friendly glitters, and responsibly sourced micas. Some similar brands on Faire (a wholesale marketplace where JossPure is listed) also emphasize biodegradable packaging and cruelty-free practices.
• •Customer Education: A desire to inform customers about the benefits of natural skincare and the potential harms of toxins in conventional products.
• •Resilience and Purpose: The founder's story of overcoming adversity and building a business with a mission to help others.

Best Practices

• •Develop a Brand Voice Chart: Document the key characteristics of your brand voice (e.g., Authentic, Caring, Educational) along with "do's and don'ts." For example: *Do: Use personal anecdotes where appropriate. Don't: Use overly technical jargon without explanation.*
• •Always Prioritize Transparency: When talking about ingredients, processes, or the brand story, be consistently open and honest. Avoid making claims that cannot be substantiated. This builds trust and reinforces the "authentic" aspect of the tone.
• •Emphasize "Benefit to the Customer" with a Caring Approach: Frame product descriptions and educational content around how it helps or supports the customer (e.g., "soothe your dry skin," "find a moment of peace," "educate you on toxin-free living"). This maintains the "caring" element.
• •Incorporate Storytelling: Regularly weave in elements of the founder's journey, the inspiration behind products, or even customer stories (with permission). This makes the brand more relatable and reinforces the authentic and caring tone.
• •Educate, Don't Just Sell: Balance promotional content with genuinely helpful information, tips, and insights into natural skincare. This establishes authority and reinforces the "educational" and "caring" aspects of the brand voice, showing you value the customer beyond just a sale.

Social Perception

positive and trusting

Copy Examples

• •Headline: Tired of skin that feels tight and unseen? Body Copy: At JossPure, we believe your skin deserves to be understood. Born from a journey of healing, our handcrafted soaps are made with the purest natural ingredients, because we know what it’s like to search for gentle, effective care. Let us help you rediscover your skin’s comfort and glow. #PurelyYou #HandmadeHealing
• •Headline: What *really* goes into your soap? Body Copy: We’re passionate about transparency. That’s why every JossPure bar is created using the traditional cold-process method with ingredients you can actually pronounce – like nourishing shea butter and organic oils. Learn more about our commitment to clean skincare and why saying 'no' to harsh chemicals makes all the difference. Your skin will thank you. #JossPureTruth #NaturalNourishment
• •Headline: More than just soap, it's a moment for you. Body Copy: Life gets busy, we get it. Finding those small moments of peace can feel like a luxury. Our Harmony Bar, crafted with soothing chamomile and antioxidant-rich spirulina, was created during a challenging time – to bring comfort when it was needed most. We hope it brings a calming pause to your day too. #SelfCareSimplified #JossPureCalm
• •Headline: Unlock the secret to longer-lasting handmade soap! Body Copy: Love your JossPure soap? We want it to last! 🌱 Tip: Keep your bar dry between uses with a soap saver tray and try a sisal bag for a gentle exfoliation that also helps preserve your soap. Small steps, big difference for your skin and your favorite natural bar! #SoapCare #JosspureEssentials #SustainableSkincare
• •Headline: From our family to yours, a promise of purity. Body Copy: JossPure began with a mother's wisdom of plants and a personal quest for healing. Today, we’re a family-owned business dedicated to bringing you skincare that’s as honest and hardworking as you are. Experience the gentle luxury of nature with every wash. #FamilyCrafted #PurelyJossPure