Brand Tone

Nurturing, Trustworthy, and Artisanal

Brand Values

• •Efficacy and Gentleness
• •Natural and Ethical Production
• •Handmade Craftsmanship
• •Family and Accessibility

Best Practices

• •Always start from the core brand story—the products were created from a personal need for gentle, effective skincare. This builds an immediate, authentic connection.
• •Use words like "crafted," "handmade," "artisan," and "made with care" to reinforce the small-batch, high-quality nature of the products and differentiate from industrial competitors.
• •Incorporate descriptive words that evoke gentleness, pleasant scents, and soft textures. Use verbs like "nourish," "soothe," "revitalise," and "protect" to describe the product benefits.
• •Integrate snippets of customer reviews and award mentions directly into your copy. Phrases like "customer-loved," "award-winning," and direct quotes build trust and validate product claims.
• •Consistently mention the key values: "organic," "vegan," "cruelty-free," and "free from harsh chemicals." This appeals directly to the target audience and reinforces the brand's ethical commitment.

Social Perception

The public perceives Anne Fortin's skincare brand as a high-quality, effective, and thoughtful artisan business. Customers repeatedly use words like "excellent products," "fantastic balm," and "game changer" to describe their experience. The brand has a high rating (e.g., 4.8/5) on retail platforms. The beautiful and thoughtful packaging is a frequent point of praise, with many customers buying the products as gifts. Customers connect with the story behind the brand, showing support for a small, purpose-driven business that was born from a personal need. The handmade nature makes the products feel more special to users.

Copy Examples

• •Tired, thirsty skin? Our Regenerating Botanical Serum is like a happy glow in a bottle. Handmade with gentle, nutrient-rich botanical oils, it’s designed to wake your skin up, leaving it hydrated, smooth, and radiant. Experience the game-changing power of nature. #AnneFortin #VeganSkincare #HandmadeWithLove #OrganicBeauty #GlowUp
• •Unleash your inner maker! Our 'Revitalise' kit contains everything you need to create your own wonderfully nourishing hand and lip balm. A fun, simple, and rewarding experience for the whole family, this kit uses our signature blend of organic butters and citrusy essential oils to create a balm that leaves skin velvety soft. Beautifully presented and letterbox-friendly, it’s the perfect creative gift.
• •Your Solution for Sensitive Skin Is Here (And It's Handmade!)
• •Finally, Skincare That's Both Gentle and Effective. Struggling with dry, irritated skin? Discover Anne Fortin's award-winning, handmade skincare. Created from personal experience and perfected with organic, vegan ingredients, our products are designed to soothe and revitalise. See why customers call our balms 'fantastic' for conditions like eczema. Shop our collection now for 10% off your first order.
• •Handmade, Organic, Effective. Discover our award-winning skincare, crafted with care in London to nourish and protect your skin.