Brand Tone

supportive, empathetic, knowledgeable, and reassuring

Brand Values

• •Support for Mothers
• •Expertise and Efficacy
• •Care and Empathy
• •Naturality and Safety
• •Empowerment
• •Community
• •Sustainability

Best Practices

• •Always Speak from a Place of Empathy: Address the mother's needs, concerns, and emotions directly. Use language that shows understanding and validation (e.g., "We know it can be tough," "You're not alone").
• •Prioritize a Supportive and Reassuring Voice: Frame information and product benefits in a way that builds confidence and alleviates anxiety. Avoid overly clinical or alarmist language.
• •Maintain a Knowledgeable but Accessible Stance: Provide expert-backed information and advice in clear, easy-to-understand language. Position the brand as a helpful guide, not a didactic authority.
• •Use "You-centric" Language: Focus on the mother and her experience. Phrases like "For your comfort," "To help you," and "Because you deserve" resonate more than brand-centric claims.
• •Incorporate Inclusive and Empowering Messaging: Celebrate the strength and resilience of mothers. Use language that empowers them in their choices and their journey through motherhood. Ensure content is relatable to a diverse audience of mothers.

Social Perception

trustworthy and leading brand

Copy Examples

• •Soothe and protect with nature's touch. Our 100% natural HPA Lanolin Nipple Cream offers gentle relief, so you can cherish those precious breastfeeding moments without discomfort. Because we believe every mother deserves a comfortable journey.
• •Motherhood is a journey of incredible highs and challenging moments. Remember, you're doing an amazing job. We're here to support you with expert advice and caring solutions, every step of the way. You are not alone. #LansinohMoms #Bienveillance
• •Designed for your comfort, built for your life. Our breast pumps make expressing milk easier, giving you the flexibility you need and your baby the nourishment they deserve. More freedom for you, more precious milk for baby.
• •Share your #LansinohMoment! We love seeing our community of strong mothers supporting each other. What’s one piece of advice that helped you through your early motherhood days? Let's uplift each other!
• •Supporting Your Motherhood Journey. From bump to birth and beyond, Lansinoh offers trusted solutions and expert care to help you and your baby thrive. Discover products made with you in mind.