Brand Tone

Empowering, Authentic, Compassionate & Caring, Educational, Hopeful & Positive, Natural & Pure

Brand Values

• •Fair Trade
• •Equality & Empowerment
• •Sustainability
• •Community
• •Integrity & Transparency
• •Beauty

Best Practices

• •Lead with Purpose: Always connect product benefits back to the larger mission of empowerment, fair trade, and community impact. Make the 'why' behind Alaffia clear in all communications.
• •Use Authentic Storytelling: Share genuine stories of the people in the Alaffia cooperatives, the communities being impacted, and the traditional methods used. Avoid overly corporate or generic language.
• •Maintain an Empowering and Hopeful Voice: Even when discussing serious issues like poverty or environmental challenges, frame the narrative around positive change, solutions, and the collective ability to make a difference.
• •Be Transparent and Educational: Clearly explain what fair trade means, how ingredients are sourced, and how community projects are funded. Help consumers understand the tangible impact of their choices.
• •Emphasize 'We' and 'Together': Foster a sense of partnership between the brand, its artisans, and its customers. Use inclusive language that highlights the collaborative effort in achieving Alaffia’s goals. This reinforces the community value.

Social Perception

Highly Ethical & Trustworthy, Impactful, High-Quality Natural Products, Culturally Rich & Authentic, More Than Just a Brand

Copy Examples

• •Headline: Your Purchase, Their Empowerment. Body: Every Alaffia bottle brings more than just natural care to your skin and hair. It brings opportunity, education, and a brighter future to communities in Togo, West Africa. Choose Alaffia, and choose to make a difference. #BeautyEqualityEmpowerment
• •Headline: Rooted in Tradition, Crafted with Care. Body: Discover the potent goodness of unrefined shea butter and authentic African black soap, handcrafted using generations-old Togolese traditions. Nourish your body, honor heritage.
• •Headline: Beyond Fair Trade. Beyond Clean Beauty. This is Alaffia. Body: We don’t just believe in fair wages; we invest in futures. We don’t just offer clean ingredients; we champion environmental sustainability. Experience beauty that truly gives back.
• •Headline: From Our Hands to Yours: A Cycle of Good. Body: Our women-led cooperatives in Togo pour their skill and spirit into every product. The result? Pure, effective care for you, and vital support for maternal health, education, and reforestation in their communities. Feel the good, inside and out.
• •Headline: The Alaffia Glow: Radiant Skin, Empowered Communities. Body: Achieve your best skin and hair naturally, while uplifting West African families. Our success isn't just measured in profit, but in the positive impact we create together. Join us in cultivating beauty, equality, and empowerment.