Brand Tone

Nurturing & Pampering, Calm & Relaxing, Natural & Authentic, Approachable & Friendly, Empowering (subtle)

Brand Values

• •Well-being & Self-Care
• •Quality
• •Customer Centricity
• •Natural Ingredients & Processes
• •Sensory Experience
• •Peruvian Identity
• •Emotional Connection
• •Employee Well-being

Best Practices

• •Emphasize 'Pampering' and 'Well-being': Consistently use words like 'pamper,' 'indulge,' 'cherish,' 'calm,' 'serenity,' 'well-being,' 'self-care,' and 'nourish.' The Spanish concept of 'engreír' (to pamper/spoil with affection) is a strong unique selling proposition that should be translated with similar warmth and care in English copy.
• •Focus on Sensory Language: Describe the scents, textures, and the feeling the products evoke. Use vivid adjectives that appeal to the senses (e.g., 'subtle aromas,' 'creamy textures,' 'refreshing mist,' 'warm and comforting').
• •Maintain a Gentle and Caring Voice: The tone should always be supportive, gentle, and understanding, reflecting the brand's mission to make people feel good. Avoid overly technical jargon; instead, focus on the benefits and the experience.
• •Highlight Natural Purity: Consistently mention the use of 'natural ingredients,' 'extracts,' and being 'free from parabens/sulfates.' This reinforces trust and aligns with the value of authenticity.
• •Create a Story of an Experience: Frame product descriptions and brand messages not just as items for sale, but as invitations to an experience – a moment of calm, a ritual of self-love, or a journey for the senses. Connect the products to feelings and desired states of being.

Social Perception

Positive & Well-Loved, Associated with Gifting & Special Treats, Experience-Oriented, Trusted for Natural Care, Growing Recognition, Aspirational yet Accessible

Copy Examples

• •Headline: K'allma: Your Daily Ritual of Calm. Body: Indulge your senses and nourish your skin with our natural elixirs. Because you deserve a moment of pure K'allma (calmness) every day. Discover your natural well-being.
• •Headline: Gift the Art of Pampering. Gift K'allma. Body: Wrap your loved ones in a unique sensory experience. Our handcrafted soaps, luxurious creams, and soothing aromas are more than products – they're an embrace of care and affection.
• •Headline: From Nature, With Love, For Your Skin. Body: At K'allma, we believe in the gentle power of the earth. That's why our products are rich in natural extracts, free from harsh chemicals, and always cruelty-free. Feel the authentic care of Peru.
• •Headline: Transform Your Home into a Sanctuary of Peace. Body: Let the serene scents of K'allma fill your space. Our home collection is designed to create an atmosphere of tranquility, helping you unwind and reconnect.
• •Headline: Feel Special, Feel K'allma. Body: It’s more than skincare; it’s a celebration of you. K'allma is dedicated to making you feel cherished and radiant, inside and out. Embrace your moment.