Brand Tone

Nurturing, Trustworthy, Authentic, Informative, Down-to-earth

Brand Values

• •Gentleness & Safety
• •Natural & Organic Ingredients
• •Effectiveness
• •Australian Made & Owned
• •Cruelty-Free & Ethical Considerations
• •Family & Community
• •Affordability

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document GAIA's tone (nurturing, trustworthy, gentle, reassuring, informative, down-to-earth), core values, mission, and specific language (e.g., words to use/avoid). Include examples of on-brand and off-brand copy.
• •Embody the Founder's Story: Continuously draw inspiration from Michelle Vogrinec's initial motivation – a mother's quest for a safe, natural solution. This authenticity is a cornerstone of the brand.
• •Focus on "Gentle Solutions" and "Nourishing Care": All copy should reflect the primary benefit of providing gentle yet effective care. Use words that evoke softness, protection, and natural goodness.
• •Educate, Don't Alarm: When discussing ingredients or skin conditions, provide clear, helpful information without using fear-mongering tactics. The tone should be supportive and empowering.
• •Maintain Consistency Across All Channels: Ensure that the voice used on the website, social media, packaging, and customer service interactions is uniform. Train all team members who create content or interact with customers on the brand voice guidelines. Regularly review content to ensure adherence.

Social Perception

Positive, Trustworthy, Go-To for Sensitive Skin, Supportive

Copy Examples

• •Watching your little one struggle with eczema is heartbreaking. Born from a mother's love for her own son's sensitive skin, GAIA Natural Baby Soothing Cream is here to bring gentle relief. Our natural and organic certified ingredients, like calendula and marshmallow, work to calm irritation and deeply moisturise, so your baby can feel comfortable and happy in their skin again.
• •Welcome to the world, little one! ✨ GAIA Natural Baby understands that newborn skin is precious and delicate. That's why our Bath & Body Wash is soap-free, sulphate-free, and packed with the goodness of organic sweet orange and chamomile. Pure, gentle care from their very first bath. #GAIAbaby #NaturalSkincare #NewbornCare
• •Your peace of mind matters. Our Baby Moisturiser is lovingly crafted with organic avocado oil and shea butter, and proudly free from harsh soaps, SLS/SLES, petrochemicals, parabens, artificial fragrances, and mineral oils. Just pure, nourishing goodness for your baby’s delicate skin.
• •Your body is doing an incredible job! Nurture your amazing skin through every stage of pregnancy with GAIA Pure Pregnancy Belly Butter. Enriched with organic shea butter and rosehip oil, it helps maintain elasticity, soothe itchiness, and keep your skin beautifully hydrated as your little one grows. You deserve to feel pampered.
• •Soft skin, happy baby, calm mama. 🌿 Our sensitive skin heroes are here to make your day a little easier. #GAIAskinNaturals #SensitiveSkinSolution #AussieMade