Brand Tone

Sophisticated & Elegant, Expert & Knowledgeable, Caring & Empathetic, Aspirational & Luxurious, Honest & Transparent, Approachable (especially on TikTok)

Brand Values

• •Quality & Efficacy
• •Inner & Outer Beauty
• •Scandinavian Simplicity & Purity
• •Sustainability & Responsibility
• •Passion & Artistry
• •Customer Empowerment
• •Holistic Approach

Best Practices

• •Embody 'Scandinavian Elegance': Ensure all visual and written communication reflects sophistication, minimalism, and clarity. Use high-quality imagery and a clean, uncluttered design.
• •Lead with Expertise, Softened by Care: Share knowledge about ingredients and benefits confidently, but always frame it within the context of helping the customer feel their best and unlocking their personal beauty.
• •Maintain Honesty and Transparency: Clearly communicate about ingredients, sourcing, manufacturing processes in Sweden, and the brand's cruelty-free and eco-conscious commitments. This builds trust.
• •Speak Aspirationally but Inclusively: Position the products as tools for a more luxurious and beautiful life, while ensuring the language feels welcoming and speaks to the 'untapped potential' in everyone.
• •Adapt to the Platform, Not the Core Identity: While the delivery might be more playful or direct on platforms like TikTok, the underlying values of quality, efficacy, and Scandinavian purity should always remain evident. Don't dilute the premium feel for trends.

Social Perception

High-Quality & Effective, Luxurious yet Approachable, Trustworthy & Ethical, Professional & Expert-Driven, Aesthetically Pleasing, Caring & Customer-Focused

Copy Examples

• •For a new serum (Tone: Expert & Aspirational): Unlock your skin's inherent radiance. Our new [Serum Name] is meticulously formulated in Sweden, blending potent natural extracts with cutting-edge science. Experience transformative results and embrace your most luminous self. True beauty, simplified.
• •For a haircare line (Tone: Caring & Sophisticated): Your hair tells a story. Let it speak of health, vibrancy, and effortless elegance. Lernberger Stafsing haircare, born from decades of artistry, nurtures every strand from within. Discover the Scandinavian secret to beautifully resilient hair.
• •Instagram caption for a product flat lay (Tone: Elegant & Honest): Simplicity meets efficacy. Our [Product Name] is thoughtfully crafted with [Key Ingredient 1] and [Key Ingredient 2] to deliver [Benefit 1] and [Benefit 2]. Pure, potent, and always cruelty-free. Elevate your daily ritual. #LernbergerStafsing #ScandinavianBeauty #LuxurySkincare
• •Website banner for a new collection (Tone: Aspirational & Luxurious): Introducing the [Collection Name] Collection. An invitation to a more remarkable everyday. Experience the art of Scandinavian beauty, where purity and performance unite. Your journey to elevated self-care begins here.
• •TikTok video concept description (Tone: Approachable & Expert): Co-founder Patrik here! ✨ Ever wonder how to get that perfect Scandi-glow? It's all about [Key Tip related to a product, e.g., 'layering hydration!']. Our [Product Name] with [Ingredient] is my go-to. Gentle, effective, and makes you feel amazing. Try it and show us your glow! #LSBeautyTips #SkincareRoutine #MadeInSweden