Brand Tone

personal, trustworthy, and educational

Brand Values

• •Safety and Purity
• •Efficacy and Value
• •Accessible Luxury
• •Transparency and Honesty
• •Handmade Quality

Best Practices

• •Always circle back to the founder's story. Whether in ad copy or on social media, reminding the audience why the brand was created (to provide a safe, non-toxic alternative) reinforces the core values of trust and safety.
• •Speak to the customer's frustrations and concerns. Use words that show you understand their struggle with sensitive skin or their distrust of the industry, such as "we know how disappointing it is," or "finally, a product you can trust."
• •Share information about harmful ingredients and the benefits of your chosen alternatives in a simple, educational manner. The goal is to empower the customer to make informed choices, not to scare them.
• •Consistently use terms like "Handmade" and "Small-batch" to reinforce the ideas of quality, care, and the personal touch that differentiates the brand from mass-market competitors.
• •Write copy as if the founder is speaking directly to a friend. Use "I" and "we" to maintain a personal connection and authenticity, making the brand feel approachable and human.

Social Perception

A niche, artisanal brand dedicated to solving a specific problem: skincare for sensitive individuals who are wary of harsh chemicals. Perceived as a local, passion-driven business with a compelling and relatable origin story, offering a credible and safe alternative to mainstream skincare.

Copy Examples

• •Skincare that’s safe enough for our founder’s sensitive skin, and luxurious enough for yours. We left out the toxic chemicals and fillers, so you only get the good stuff. Effective, handmade, and always trustworthy.
• •Tired of cleansers that strip your skin and your peace of mind? Our founder was, too. That’s why we created this gentle, effective cleanser. It washes away impurities without the harsh chemicals that cause irritation, leaving your skin feeling calm, clean, and cared for. It’s the first step to loving your skin again.
• •It started with a painful, embarrassing rash and a counter full of products loaded with toxic chemicals. After discovering what was hiding in her skincare, our founder decided to make her own. Seven years later, Baker Street Skin Care was born—to deliver the safe, effective, and beautiful products we all deserve.
• •No Fillers. No Toxins. No Compromises.
• •What does 'value' in skincare mean to you? For us, it’s not about a low price tag; it’s about products packed with purpose. Every ingredient in our bottles is chosen for its safety and effectiveness. No fillers, ever. That’s our promise.