Brand Tone

Supportive, Empathetic, Empowering, Informative, Trustworthy

Brand Values

• •Mother-Centric Support
• •Efficacy and Quality
• •Innovation
• •Authenticity and Community
• •Sustainability

Best Practices

• •Speak to "You," the Mother: Always address the mother directly. Use "you" and "your" to make the content personal and empathetic. Instead of "Mothers experience...", say "You might experience...".
• •Balance Emotion with Evidence: Pair supportive, emotional language with factual, reassuring information. For example, "We know breastfeeding can be tough. That’s why our pumps are designed with 2-phase technology that mimics a baby's natural feeding patterns for more effective pumping."
• •Use Empowering Verbs: Frame your copy with active, empowering verbs. Use words like "navigate," "discover," "master," and "trust" to give the user a sense of control and confidence.
• •Embrace Authenticity: Don't shy away from the "messy" parts of motherhood. Acknowledge challenges like leaks, pain, and exhaustion. This builds trust and makes the brand more relatable than presenting a picture-perfect version of motherhood.
• •Maintain the "Stand With The Mothers" Filter: Before publishing any copy, ask if it aligns with the core value of "Standing with mothers." Does it support, empower, and validate her experience? This ensures every piece of content, from a tweet to a product manual, reinforces the brand's fundamental promise.

Social Perception

Lansinoh is widely perceived as a trusted and essential ally for breastfeeding and postpartum mothers. It is seen as a go-to, "must-have" brand, especially for first-time mothers. The Lanolin cream, in particular, is frequently called a "lifesaver." Customers view the products as high-quality, effective, and well-designed for their specific needs, from soothing sore nipples to providing convenient milk storage solutions. The brand is seen as a supportive authority in the field, providing not just products but also education and encouragement. While predominantly positive, some negative perceptions exist around specific products, like the performance of certain breast pump models or comparisons to other brands in forums. However, the overall brand reputation remains strong and reliable.

Copy Examples

• •Your journey, your way. We're here for the spills, the tears, and the quiet moments of magic. Lansinoh: Standing with you through the messy, beautiful journey of motherhood.
• •Pumping on your terms. Whether you're on a conference call, walking in the park, or just enjoying a quiet cup of coffee, our DiscreetDuo™ Wearable Pump moves with you. Because your life doesn't stop for motherhood—and neither should your freedom.
• •Sore nipples are a common part of the breastfeeding journey, but they don't have to stop it. Our 100% natural HPA® Lanolin is trusted by millions of moms and recommended by doctors to soothe and protect, so you can focus on what matters most: that precious bond with your baby.
• •The first few weeks postpartum are for healing. Our upside-down peri bottle provides a gentle stream of water for cleansing and relief when you're too sensitive for toilet paper. It's the simple, soothing care you deserve.
• •It’s not always perfect. But it’s always worth it. We see you, mama. #StandWithMothers