Brand Tone

Modern & Fresh, Adventurous & Curious, Authentic & Real, Inclusive & Connection-Driven, Energetic & Passionate

Brand Values

• •Exploration & Adventure: Actively seeking out new experiences, ingredients, and stories from around the world. This is a core part of their "Born Curious, Grown Wild" identity.
• •Authenticity & Transparency: Being honest about their products, ingredients, and the brand's journey.
• •Connection & Community: Building meaningful relationships with customers and fostering a sense of community.
• •Quality & Efficacy: Continuing a legacy of high-quality products with a focus on natural ingredients combined with science.
• •Curiosity & Daring: A willingness to experiment, innovate, and challenge traditional notions of beauty.
• •Wellbeing: Promoting products that enhance everyday rituals and contribute to a sense of wellbeing.

Best Practices

• •Embrace "Born Curious, Grown Wild": Let this ethos be the filter for all messaging. Copy should evoke a sense of discovery, a touch of daring, and a connection to the natural world, but with a modern, fresh perspective.
• •Speak to the "Zillennial" Explorer: While retaining quality, ensure the language is relatable, energetic, and authentic, avoiding overly traditional or formal phrasing. Use active voice and engaging questions.
• •Highlight the Journey, Not Just the Product: Weave in the stories behind ingredient sourcing or the inspiration for a collection. This reinforces authenticity and the value of exploration.
• •Keep it Visually Connected: Ensure copy complements the minimalist, modern, and often "Instagrammable" aesthetic of the brand. Short, impactful statements can be powerful alongside strong visuals.
• •Be Inclusive and Connective: Use language that resonates broadly, especially with the genderless collections. Foster a sense of community by inviting interaction and sharing experiences.

Social Perception

Evolving Brand, Youthful Appeal, Quality Association, Digitally Focused, Mixed Feelings Post-Transition (Initially)

Copy Examples

• •Instagram Post for a new Body Scrub: "Unearth your glow. ✨ Our [Product Name] scrub isn't just about exfoliation; it's a daily ritual of discovery. Made with [Key Ingredient 1] sourced from our latest Bali-inspired journey and [Key Ingredient 2] to leave your skin curious for more. #BornCuriousGrownWild #CrabtreeAndEvelynSG #SelfCareAdventure"
• •Facebook Ad targeting young professionals: "Tired of the same old routine? So were we. Explore our revitalised collection – effective, authentic, and designed for your modern life. Discover the new Crabtree & Evelyn. Your adventure in self-care starts now. Shop online. #RefreshYourRoutine #CrabtreeEvelyn"
• •Product Description for a Genderless Face Wash on website: "One wash, for all explorers. Our Crabtree Collection Face Wash is thoughtfully formulated with [Key Ingredient] to gently cleanse and energise, whoever you are. Because good skincare knows no boundaries. Dive in. #InclusiveBeauty #ModernEssentials #Crabtree"
• •TikTok Video Concept - short, engaging: Visual: Quick cuts of someone using a vibrant hand cream in different urban/natural settings. Audio: Upbeat, trending sound. Text Overlay: "Hands that explore, deserve care that inspires. 👋🌿 New [Hand Cream Name]. Get yours. #CrabtreeAdventures #HandCareReimagined #TikTokMadeMeTryIt"
• •Email Subject Line for a new collection launch: "Just Landed: Your Next Obsession from Crabtree & Evelyn 🌏" Body Snippet: We've journeyed, we've explored, and we've brought back something special. Discover the [New Collection Name], inspired by [Location/Theme] and crafted with the authentic ingredients you trust. Get ready to grow wild. [Link to Shop]"