Brand Tone

Nurturing & Mindful, Authentic & Personal, Sensorial & Luxurious, Natural & Pure, Conscious & Ethical, Warm & Approachable

Brand Values

• •Self-Care & Well-being
• •Sustainability & Environmental Responsibility
• •Natural & High-Quality Ingredients
• •Authenticity & Transparency
• •Craftsmanship & Local Production
• •Connection
• •Kindness

Best Practices

• •Embrace Storytelling: Consistently weave in the founder's journey, the 'pastry chef' inspiration, and the 'kitchen-to-skin' narrative. This reinforces authenticity and warmth.
• •Prioritize Sensorial Language: Use descriptive words that evoke touch, scent, and feeling (e.g., 'glides like silk,' 'melts on contact,' 'subtle aroma,' 'luxurious oils,' 'velvety smooth'). This aligns with the product's experiential nature.
• •Champion 'Ritual' over 'Routine': Frame product use not just as a step in a skincare regimen, but as a mindful moment of self-care, connection, and intention.
• •Highlight Sustainability & Purity Naturally: Integrate messages about waterless formulas, plastic-free packaging, and natural ingredients seamlessly into the copy, rather than as an afterthought. It's a core part of the 'why.'
• •Maintain a Nurturing and Empowering Voice: Speak to the customer with kindness and understanding, encouraging them to 'know themselves' and find strength and solace in their self-care practices. The tone should feel like a supportive guide on their wellness journey.

Social Perception

Innovative & Unique, Luxurious & Indulgent, Effective for Dry Skin, Eco-Conscious & Ethical Choice, Associated with Self-Care Rituals, Premium Priced, Founder-Driven & Authentic

Copy Examples

• •Headline: Rediscover Your Skin. Reconnect With Yourself. Body: More than a moisturizer, our Body Stone is an invitation. A moment to pause, to glide rich cocoa butter and nourishing oils onto your skin, and to simply be. Handcrafted with pure, plant-based ingredients, because your skin deserves the best, and so do you. #KateMcLeod #SelfCareRitual #NaturalSkincare
• •Headline: From Our Kitchen to Your Skin: The Art of Slow Beauty. Body: Inspired by the simplicity of a pastry chef’s pantry, our Body Stones are lovingly handmade in the Hudson Valley. We believe in the power of whole ingredients and the magic of a daily ritual. Melt away dryness, embrace the glow. #WaterlessBeauty #SustainableLuxury #BodyStoneMagic
• •Headline: The Daily Stone: Your 5-Minute Escape to Softer Skin & A Calmer Mind. Body: Begin and end your day with intention. Warm the Daily Stone in your hands, let its subtle notes of rose and frankincense soothe your senses, and massage its goodness into your skin. It's a simple act of kindness, to your body and your spirit. #MindfulMoisturizing #KateMcLeodRitual #PlasticFreeBeauty
• •Headline: Less Water, More Nourishment. Better for Your Skin, Better for Our Planet. Body: We craft our Body Stones without water, concentrating the purest botanical butters and oils for an intensely hydrating experience. Our commitment to plastic-free, refillable packaging means your self-care can also be an act of care for the earth. #SustainableSkincare #EcoConsciousBeauty #KateMcLeodValues
• •Headline: The Gift of a Moment. The Luxury of Connection. Body: In a world that rushes, find a quiet space with Kate McLeod. Our Body Stones aren’t just about beautiful skin; they’re about the feeling of your own touch, a warm embrace that nurtures and grounds. Share this moment, or keep it all to yourself. #KnowYourself #SensorialSkincare #HandmadeWithLove