Brand Tone

Sensual, Vibrant, and Empowering

Brand Values

• •Sensory Indulgence
• •Affordable Luxury
• •Feminine Confidence
• •Empowerment and Creativity

Best Practices

• •Lead with the Senses: Always use descriptive, evocative language that appeals to the sense of smell and touch. Words like "envelop," "lush," "creamy," "vibrant," "blossom," and "silky" should be staples in the brand's vocabulary.
• •Frame the Benefit as an Experience: Don't just sell clean skin; sell an "escape," a "moment of inspiration," or a "daily indulgence." Connect the product's function (washing) to a higher-order emotional benefit (feeling confident, creative, or pampered).
• •Maintain a Confident and Uplifting Tone: The copy should always feel positive, empowering, and celebratory. Use an encouraging voice that speaks to the "inner queen" in every woman.
• •Use "You" to Speak Directly to the Customer: Make the copy personal. Phrases like "Wrap yourself in fragrance," "Your daily escape," and "Leaves your skin soft" create a direct connection and make the experience feel individual.
• •Ensure Visuals and Text are Aligned: The vibrant, colorful, and clean aesthetic of the brand's visuals must be matched by equally vibrant and polished copy. The text should feel as luxurious and well-crafted as the packaging and imagery look.

Social Perception

The public perception of Caress is currently divided. A large segment of consumers sees Caress as a reliable, go-to brand for beautifully scented body care that leaves skin feeling soft and moisturized, praising its good value and rich lather. The new packaging is seen as a successful, modern update. However, a vocal and loyal customer base feels alienated by recent formula changes, perceiving the new products as lower in quality, with an inferior scent and a drying effect on the skin, which has damaged trust among some dedicated users.

Copy Examples

• •Don’t just wash, awaken. Our new Rejuvenating Mango & Almond Oil body wash wraps you in a scent so rich, it turns your 10-minute shower into a tropical escape. Spark your senses. ✨ #Caress #DailyIndulgence
• •Your Daily Escape is Waiting. Remember the scent that makes you feel like you? Caress Daily Silk leaves your skin irresistibly soft with the iconic fragrance of white peach and orange blossom. Click to bring your favorite moment of luxury home.
• •Unleash your mysterious side. An intoxicating blend of exotic black orchid and rich patchouli oil creates a fine fragrance that lingers long after you leave the shower. Our rich, creamy lather cleanses and moisturizes, leaving skin feeling silky, soft, and ready for the evening. It’s more than a body wash—it’s a statement.
• •That Unforgettable Feeling, Now in a New Bottle.
• •From Routine to Ritual. Transform your shower with Caress.