Brand Tone

Natural & Pure, Calming & Tranquil, Sophisticated & Modern, Trustworthy & Caring, Approachable & Friendly

Brand Values

• •Purity of Ingredients
• •Health & Well-being
• •Creating a Sanctuary
• •Aesthetic Design
• •Nature-Inspired
• •Transparency
• •Made in the USA (Fragrance Design)

Best Practices

• •Prioritize "Natural" and "Pure": Always lead with the natural aspect of the products. Use words like "pure," "natural essential oils," "chemical-free," "plant-based," and "inspired by nature" consistently.
• •Focus on "Sanctuary" and "Well-being": Frame the product benefits around creating a peaceful, comforting, and healthy home environment. Use terms like "tranquility," "oasis," "sanctuary," "joy," "comfort," and "peace of mind."
• •Maintain an Elegant & Approachable Voice: Combine sophisticated descriptions of scents and design with a warm, friendly, and trustworthy tone. Avoid overly technical jargon. Hilary Duff’s approachable persona is a good guide.
• •Highlight Safety & Transparency: Subtly weave in messages about product safety, especially concerning families and pets, and be open about what goes (and doesn’t go) into the fragrances.
• •Ensure Visual & Textual Harmony: Make sure the copy aligns with the clean, modern, and nature-inspired visuals used in branding. The language should evoke the same feelings as the imagery.

Social Perception

High-Quality Natural Fragrances, Safe Alternative, Stylish & Modern, Influencer Trust, Emerging Brand with Potential, Premium Feel

Copy Examples

• •Welcome to Your Sanctuary. Discover Below 60: Pure, natural fragrances to transform your home into an oasis of tranquility. Breathe easy, live beautifully.
• •Awaken your space with 'If Citrus Were a Feeling.' A bright, uplifting blend of sun-kissed grapefruit and delicate lily, grounded by warm sandalwood. Crafted with 100% natural essential oils, it’s pure joy in every breath, designed to beautifully complement your home and your well-being.
• •Transform your living room into a haven of calm with scents inspired by nature's purest air. Our sleek diffusers and 100% natural fragrance refills are thoughtfully designed for your home, your family, and your peace of mind. What scent is making your space feel like a sanctuary today? #Below60 #NaturalHome #ScentYourSpace #HomeSanctuary #PureFragrance
• •Bring Home the Purity of Nature ✨ Inside: Your New Favorite Scent.
• •At Below 60, we believe your home should be a sanctuary – a place where you feel refreshed, renewed, and completely at ease. That's why, with our Chief Brand Director Hilary Duff, we've passionately crafted a line of home fragrances using only the purest, 100% natural essential oils. Inspired by the pristine air of Earth's 60th parallel, our scents are designed to bring tranquility and joy into your everyday life, safely and beautifully.