Brand Tone

Personal, Sophisticated, and Trustworthy

Brand Values

• •Efficacy and Quality
• •Self-Care as a Ritual
• •Authenticity
• •Understated Luxury

Best Practices

• •Use "You" and "Your": Always address the customer directly to maintain a personal, intimate tone. Frame product benefits around "your skin," "your hair," and "your well-being.
• •Focus on the "Why" Not Just the "What": Instead of just listing ingredients, explain why they are chosen and how they contribute to the experience. For example, instead of "Contains Lavender," write "Infused with calming lavender to transform your bath into a peaceful escape.
• •Embrace Quiet Confidence: Avoid hype, excessive exclamation points, or urgent "buy now" language. The tone should be calm, assured, and sophisticated. The quality of the product should speak for itself.
• •Connect Product to Ritual: Frame product use within a daily or weekly ritual (e.g., "your morning skin ritual," "your weekly moment of peace"). This elevates the product from a mere commodity to an essential part of a mindful lifestyle.
• •Maintain Visual and Textual Harmony: Ensure the clean, minimalist, and elegant tone of the copy is always matched by the brand's visual identity—high-quality photos, simple fonts, and ample white space. Consistency across all platforms is key.

Social Perception

Perceived as a high-end solution, building trust through its founder Ami Saito, and seen as an aspirational and desirable brand.

Copy Examples

• •Your daily ritual for flawless skin. Our Essence Fit Glow Cushion doesn't just cover; it cares. Formulated with skin-loving essences, each application is a personal promise of radiance and confidence. This is your skin, perfected.
• •The foundation of beautiful hair begins with a calm scalp. Soothe, rebalance, and revitalize with our targeted scalp treatment. Consider it a moment of tranquility for your roots, and a new beginning for your hair.
• •End your day in serene stillness. Our Anchor Bath Soak is crafted to melt away tension and prepare your mind and body for restorative rest. An honest, simple luxury for your most important ritual: you.
• •I created De/ami as a love letter to ourselves. It’s about finding beauty in the details and taking a moment to feel truly good. Thank you for trusting me and sharing in this journey of self-care.
• •Meticulously Sourced. Personally Crafted. The De/ami collection is more than beauty—it's a belief in quality, efficacy, and the art of caring for oneself.