Brand Tone

Caring and Nurturing, Trustworthy and Informative, Natural and Pure, Friendly and Approachable, Conscious and Responsible

Brand Values

• •Health and Safety
• •Natural Ingredients
• •Environmental Protection
• •Transparency
• •Australian Made and Owned
• •Cruelty-Free
• •Family-Oriented
• •Efficacy

Best Practices

• •Always Start with "Why": Root your copy in the brand's origin story and core mission – protecting families and the planet with natural solutions. This "why" (a father's concern) naturally leads to a caring, trustworthy tone.
• •Use Gentle, Positive Language: Opt for words like "gentle," "nourishing," "pure," "lovingly crafted," "safe," and "kind." Avoid overly aggressive sales language or fear-mongering. Focus on the positive outcome of using the product (e.g., "enjoy sunny moments worry-free").
• •Emphasize "Natural" and "Safe": Consistently highlight the absence of "nasties" (e.g., "no chemical UV absorbers, parabens, synthetic preservatives, or synthetic fragrances") and the presence of beneficial, natural ingredients. This reinforces trust and aligns with health-conscious values.
• •Speak to the "Caretaker" Audience: Often, the target audience will be parents or individuals looking for solutions for sensitive skin. Address their concerns directly with empathy and reassurance. Use relatable scenarios like a day at the beach or protecting children's delicate skin.
• •Integrate Eco-Consciousness Seamlessly: Weave in messages about reef safety, recyclable packaging, and support for environmental causes as natural extensions of the brand's caring philosophy, rather than as standalone, forced points. This makes the commitment feel authentic and holistic.

Social Perception

Trusted for Sensitive Skin, Eco-Conscious Choice, High Quality Natural Product, Ethical and Value-Driven, Authentic

Copy Examples

• •Headline: Pure Protection for Precious Skin. Naturally. Body: "Our little ones deserve the gentlest care. That's why LITTLE URCHIN uses only nature-derived ingredients to shield delicate skin from the sun, so you can enjoy every sunny moment, worry-free. Reef-safe, Aussie made, and full of love."
• •Headline: Sun-Kissed Adventures, Planet-Friendly Choices. Body: "Explore the wonders of the great outdoors knowing you're protected by LITTLE URCHIN. Our natural zinc sunscreens love your skin and our oceans. Join us in making a difference, one sunny day at a time. #LittleUrchin #ReefSafe"
• •Headline: From Our Family to Yours: The Gentle Power of Nature. Body: "Born from a father's love, LITTLE URCHIN is our promise of safe, natural suncare for your whole family. No harsh chemicals, just pure, effective protection inspired by the sea. Feel good about what you put on their skin, and yours."
• •Headline: Sensitive Skin? We've Got You Covered. Body: "Finally, a sunscreen that soothes and protects without irritation. LITTLE URCHIN’s natural, fragrance-free formula is lovingly crafted for even the most sensitive skin, so everyone can bask in the sunshine safely. Dermatologically tested and mother-approved."
• •Headline: More Than Just Sunscreen. It's a Commitment. Body: "At LITTLE URCHIN, we believe in protecting what matters most – your family and our planet. That’s why our sunscreens are natural, reef-safe, cruelty-free, and made with love in Australia. Plus, we're proud members of 1% for the Planet, giving back to ensure a brighter future."