Brand Tone

Friendly and Approachable, Educational and Expert, Empowering and Supportive, Positive and Joyful, Authentic and Transparent

Brand Values

• •Efficacy and Results-Driven
• •Innovation
• •Customer-Centricity & Community
• •Empowerment and Self-Care
• •Quality
• •Care and Compassion
• •Fun and Joy
• •Authenticity
• •Sustainability

Best Practices

• •Embody the Founders' Voice: Since Charlene and Niamh are central to the brand's identity, ensure the copy reflects their combined expertise, passion, and approachability. Maintain a tone that is both knowledgeable and like a friendly chat with a trusted expert.
• •Prioritize "You" over "We": Focus the copy on the customer – her needs, her feelings, her results. Frame benefits around how Ella & Jo products make *her* life easier and more joyful, and how they help *her* achieve her skincare goals.
• •Weave in Empowerment and Self-Care: Consistently incorporate messages that encourage taking moments for oneself, valuing self-care, and building confidence. Skincare is positioned not just as a routine, but as a ritual for wellbeing.
• •Keep it Positive and Uplifting: Even when discussing skin concerns, maintain an optimistic and supportive tone. Focus on solutions and the joy of achieving healthy, glowing skin. Avoid fear-based marketing; instead, inspire and delight.
• •Balance Expertise with Simplicity: While showcasing the science and quality ingredients, explain concepts in an easy-to-understand and engaging way. Avoid overly technical jargon unless clearly defined. The goal is to educate and empower, not intimidate.

Social Perception

Trusted Experts, High-Quality and Effective, Luxurious yet Accessible, Community-Focused and Engaging, Proudly Irish, Empowering and Positive, Award-Winning and Reputable

Copy Examples

• •✨ Skin feeling a bit meh? Let's talk Hyaluronic Acid! ✨ This powerhouse ingredient is like a big drink of water for your skin, plumping up those fine lines and giving you an amazing glow. Our 3in1 Hyaluronic Skin Mist is packed with it, plus soothing Chamomile and refreshing Cucumber. Ready to drench your skin in goodness? #EllaAndJo #SkincareTips #HyaluronicAcid #IrishBeauty #HydrationStation
• •It's Your Time to Glow ✨ Discover Your New Favourite Ritual! At Ella & Jo, we believe your skincare routine should be a moment of joy just for YOU. Imagine melting away the day with our luxurious Cleansing Balm, feeling the stress (and your makeup!) disappear. It’s not just skincare, it’s self-care. You deserve it!
• •Tired of cleansers that strip your skin? Our Melt The Day Away Cleansing Balm is here to transform your cleansing ritual. This award-winning formula effortlessly dissolves makeup, SPF, and impurities while nourishing your skin with a blend of skin-loving oils. Reveal a complexion that’s not just clean, but soft, hydrated, and radiant. Gentle enough for all skin types, powerful enough for real results. Experience the Ella & Jo difference.
• •Real women, real results, real joy! 💕 So many of you have shared how Ella & Jo has transformed your skin and your daily routine. From busy mums finding a moment of calm to skincare lovers achieving their best glow yet, your stories inspire us every day! What’s your Ella & Jo favourite? Share in the comments below! #EllaAndJoCommunity #RealSkincare #IrishMadeWithLove #CustomerLove
• •Skincare That Works Hard (So You Don't Have To!) 😉 Discover our innovative, multi-tasking heroes designed by experts to put the fun and effectiveness back into your daily routine. Ready for happy skin?