Brand Tone

Direct and Honest, Confident, Approachable and Relatable, Slightly Humorous/Witty (but not overtly masculine/laddish), Quality-Oriented

Brand Values

• •Simplicity & Convenience
• •Quality & Efficacy
• •Honesty & Authenticity
• •Customer-Centricity (with a nod to the household)
• •Affordability & Value
• •Sustainability/Natural Focus
• •Respect
• •Community Support

Best Practices

• •Focus on Benefits, Not Just Features: Instead of just saying 'contains natural oils,' explain 'nourishes your skin with select botanical ingredients, ensuring it feels refreshed and revitalised.'
• •Speak to the 'Why': Address the customer's underlying needs – simplicity, quality, confidence, making their partner happy. The 'Why MANWASH?' page is a good example.
• •Use Relatable Language: Avoid overly technical jargon or hyper-masculine clichés. Keep it direct, honest, and approachable, like a helpful recommendation.
• •Incorporate Social Proof Subtly: Weave in the essence of positive customer experiences (e.g., 'a scent that turns heads,' 'leaves your hair soft') rather than just stating 'customers love it.'
• •Maintain Authenticity, Especially Regarding Audience: Acknowledge the 'accidental' origin and the insight about female purchasers when appropriate (perhaps in 'About Us' or blog content) to build trust and relatability. Ensure marketing visuals and messaging are inclusive of this purchasing dynamic.

Social Perception

Highly Positive among Users, Trusted Quality, Solves a Real Problem, Partner-Approved, Modern & Stylish, Gender-Neutral Appeal (Scent)

Copy Examples

• •Headline: Simplify Your Shower. Elevate Your Groom. Body: Tired of a bathroom battlefield of bottles? MANWASH is your all-in-one, Australian-made solution for hair and body. Premium natural ingredients, a scent that turns heads (in a good way), and zero fuss. Just quality, convenience, and confidence in one sleek bottle.
• •Headline: Finally, an All-in-One That Actually Works. (And Smells Amazing). Body: We get it. You've been let down by 3-in-1s before. MANWASH is different. Crafted with natural ingredients usually found in luxury brands, it leaves your hair soft and your skin hydrated – never stripped or dry. Experience the MANWASH difference. Your shower (and whoever shares it) will thank you.
• •Headline: The Secret to a Happier Bathroom Shelf (And a Happier You). Body: MANWASH was born from a simple idea: premium men's grooming doesn't need to be complicated or break the bank. One bottle, head-to-toe quality, and a scent that’s undeniably good. Made in Australia for the modern man who values his time and his grooming.
• •Headline: She’ll Love How It Smells. You’ll Love How Simple It Is. Body: MANWASH delivers a grooming upgrade that everyone can appreciate. Natural, effective, and Australian-made, it’s the smarter way to wash. Great hair, great skin, great scent – no clutter, no compromise.
• •Headline: More Than Just a Wash. It's a Daily Reset. Body: Start your day or unwind with MANWASH. Our carefully crafted formula with natural botanicals cleanses, conditions, and refreshes without harsh chemicals. Feel good, smell great, and simplify your routine. Quality grooming, made easy.