Brand Tone

Friendly and Approachable, Trustworthy and Honest, Caring and Nurturing, Positive and Empowering, Down-to-earth and Accessible, Passionate and Proudly Kiwi

Brand Values

• •Natural and Organic
• •Effectiveness
• •Cruelty-Free
• •Accessibility and Affordability
• •Sustainability
• •Transparency and Integrity
• •New Zealand Made
• •Customer-centric

Best Practices

• •Always Emphasize Natural & Gentle: Use words like "natural," "botanical," "gentle," "pure," "nourishing," "kind." Highlight certified organic ingredients where applicable.
• •Maintain an Approachable & Positive Voice: Use warm, friendly language. Be encouraging and uplifting. Avoid overly technical jargon unless explaining an ingredient benefit simply. Incorporate positive emojis where appropriate for the platform.
• •Be Transparent and Honest: Clearly state what is *not* in the products (e.g., "no harsh chemicals," "sulphate-free"). Back up claims with certifications (cruelty-free, organic) where possible.
• •Highlight Efficacy and Results Simply: Focus on the benefits for the user ("leaves skin soft and smooth," "helps reduce the appearance of..."). While natural, don't shy away from stating that the products are effective and deliver results.
• •Infuse Kiwi Pride Subtly: Mentioning "Made in New Zealand" or alluding to the natural beauty of NZ can reinforce brand identity and trust. Connect with the idea of "effortless and effective" beauty.

Social Perception

A Trusted Natural Brand, Effective for its Price Point, Ethical and Responsible, Accessible and Convenient, Reliable, Authentically Kiwi, A "Go-To" for Specific Needs

Copy Examples

• •Meet your skin's new best friend! ✨ Our new [Product Name] cleanser, lovingly crafted in NZ with certified organic botanicals, gently melts away the day without stripping your skin's natural goodness. Because effective skincare should feel like a soft hug. #essano #NaturallyEffective #GentleCare
• •From lush New Zealand landscapes to your bathroom shelf – that's the essano journey! 🌱 We believe everyone deserves skincare that's genuinely natural, always cruelty-free, and truly works. No harsh chemicals, just pure, plant-powered goodness. What essano product makes your day a little brighter? 💖 #essanoValues #KiwiMade #CrueltyFreeBeauty
• •Good for your skin, kind to our planet! 🌍 We're on a mission to make every essano bottle 100% reusable, recyclable, or compostable by 2025. It’s a journey, and we’re so glad you’re on it with us. Little changes, big impact. 💚 #essanoSustainability #PlanetFirst #EthicalBeauty
• •Unlock radiant skin without the fuss (or the hefty price tag!). Our award-winning Rosehip Oil is packed with nature's best to nourish and restore. Discover the essano difference – premium, certified organic care that’s accessible to all. Your skin will thank you! 😉 #essanoGlow #AffordableLuxury #NaturalSkincare
• •(Visual: Quick cuts of diverse people smiling, using essano products in everyday settings) Real people, real results, real good. That's the essano way. We’re more than just skincare; we’re about empowering you to feel fearless and fabulous in your own skin. Effortless, effective, and always made with love in New Zealand. Show us your #essanoMoment! ✨ #RealGoodSkincare #EmpoweredByNature