Brand Tone

Nurturing, Sophisticated, and Genuine

Brand Values

• •Wellbeing and Self-Care
• •Quality and Craftsmanship
• •Purposeful Design
• •Community

Best Practices

• •Lead with "Why," Not Just "What": Always connect the product back to the core value of self-care. Instead of saying "We sell scented candles," say "We create moments of calm with luxury scented candles."
• •Use Evocative, Sensory Language: Describe the scents and the moods they create. Use words like "enveloping," "uplifting," "soothing," "whispers of," and "notes of" to paint a picture for the customer and engage their imagination.
• •Maintain the Founder's Voice: Continue to weave the founder's personal story and genuine passion into the copy, especially in "About Us" sections, emails, and social media posts. This authenticity builds trust and differentiates the brand.
• •Speak Directly to Your Audience: Use "you" and "your" to make the message personal. Acknowledge the challenges of your target customer (busyness, stress, putting others first) and position the product as a simple, accessible solution.
• •Incorporate Social Proof: Regularly feature customer reviews in your marketing copy. Phrases like "Join the women who've transformed their space" or directly quoting a glowing review can reinforce the brand's quality and effectiveness.

Social Perception

High Customer Satisfaction, Trusted Small Business, Gift-Worthy

Copy Examples

• •Your permission to pause. In the midst of a chaotic week, carve out a moment that's just for you. Our 'Unwind' candle, with calming notes of lavender and chamomile, is more than a fragrance—it's a ritual. Light it and let the day melt away. #CaitlinLouiseCollection #SelfCareIsNotSelfish #AustralianMadeCandles
• •Luxury Candles Designed for Your Wellbeing. You pour so much into your day, let us pour something back into yours. At Caitlin Louise Collection, we handcraft luxury soy candles to turn your home into a sanctuary. Find your signature scent and feel the difference. Shop now for 10% off your first order. #AustralianCandles #HomeSanctuary #SmallBusinessAU
• •Peonia Sculptural Candle – A Bloom in Wax. Art for your home, tranquility for your soul. The Peonia candle is meticulously crafted to be a statement piece, bringing the soft elegance of a blooming peony into any room. While beautiful unlit as a decor accent, its true magic unfolds when lit, casting a gentle glow that soothes and inspires. Hand-poured in Australia with eco-friendly soy wax.
• •Hi [Customer Name], We noticed you have a talent for making everyone else's day special. But who's taking care of you? Self-care isn't a luxury; it's a necessity. It’s lighting a candle while you answer emails, enjoying a scented bath after a long day, or simply taking a deep, calming breath. Rediscover your moment of peace with our curated self-care collections. Because you deserve it. [Link to Shop]
• •Sending a little box of calm to its new home! Every order is packed with so much love and gratitude. Thank you for supporting my dream! #smallbusiness #candletok #packanorderwithme #aussiemade #selfcare