Brand Tone

Sophisticated, Whimsical, and Artisanal

Brand Values

• •Artisanal Craftsmanship
• •High-Quality Materials
• •Made in Italy
• •Ethical and Sustainable Practices

Best Practices

• •Always Use Sensory and Evocative Language: Use words that appeal to sight, smell, and touch to describe the products. Terms like "fragrant," "velvety," "sculpted," and "delicate" reinforce the brand's luxurious and artisanal nature.
• •Reinforce "Made in Italy" and Craftsmanship: Consistently mention the brand's Milanese heritage and the "handmade" quality of the products. This is a core value and a key differentiator that builds trust and justifies a premium price.
• •Maintain a Sophisticated yet Whimsical Tone: The copy should be elegant but also convey a sense of joy and delight. It's a balance between high-end luxury ("haute patisserie") and the simple pleasure of a beautiful object ("soap delights").
• •Tell the Story Behind the Product: Frame each item as a "creation" or "masterpiece." Explain the inspiration—the connection between a French macaron and a soap, for instance—to engage customers on an emotional level.
• •Focus on the Experience, Not Just the Function: The copy should sell the feeling the product provides—a moment of self-care, a beautiful gift, an escape—rather than just listing its functions. Phrases like "caresses the senses" and "a lasting memory over time" are more effective than "cleans your skin."

Social Perception

Niche, High-End, and Aspirational

Copy Examples

• •Artistry you can feel. Our Pasticceria da Bagno is more than soap—it's a handmade moment of pure delight, crafted in the heart of Milan. Which sweet creation will you choose? #MaliMilano #BathPastry #MadeInItaly
• •Your skin deserves a masterpiece. From the rich texture of our body butter to the gentle touch of our scrubs, every Malí Milano product is a tribute to Italian craftsmanship. Discover rare ingredients that magnify your skin. Shop the collection now.
• •Awaken your senses with the vibrant essence of Mentone Lemon and Thai Basil. Our rich, handcrafted body butter melts into your skin, leaving it nourished and exquisitely scented. A daily ritual of pure, artisanal luxury.
• •A feast for the senses. The irresistible fragrances and delicate shapes of Malí Milano. Tap to indulge.
• •Malí Milano was born from a dream: to merge the art of haute patisserie with the world of cosmetics. Each soap, a delicate macaron; each butter, a decadent cake. We don't just make cosmetics; we craft emotions, handmade in Milan.