Brand Tone

aspirational, educated, and serene

Brand Values

• •Efficacy and Results
• •Purity and Natural Ingredients
• •Sustainability
• •Holistic Wellness
• •Transparency and Authenticity

Best Practices

• •Lead with the "Why," Not Just the "What": Instead of just listing ingredients, start by explaining the feeling or result the product provides. Focus on the benefit and the experience first, then support it with key ingredients.
• •Use Elevated, Sensory Language: Employ descriptive and evocative words that speak to a sense of luxury, nature, and well-being (e.g., "velvety," "luminous," "transcendent," "nourishing," "serene").
• •Maintain a Personal Connection: Regularly incorporate the founder's story and the family-run aspect of the business. Use phrases like "From our home to yours" or share insights from Jane to reinforce authenticity and trust.
• •Educate, Don't Just Sell: Position the brand as a knowledgeable resource. Explain the science behind the botanical ingredients in a simple, elegant way to empower the consumer and justify the premium quality of the products.
• •Ensure Visual and Verbal Harmony: All copy should match the clean, minimalist, and high-end aesthetic of the brand's visuals. The language should feel as calm, curated, and beautiful as the product photography and packaging.

Social Perception

Max and Jane is perceived as a high-end, trustworthy, and effective independent skincare brand. Customers view it as a luxury purchase but one that is justified by the quality and results. The brand is seen as an authority in clean beauty, appealing to a discerning consumer who values ingredient transparency and a connection to the brand's story. The overall perception is that of a sophisticated, reliable, and authentic company that genuinely cares about its products and customers.

Copy Examples

• •Unlock your inner radiance. Our 'You Glow Girl' serum is a symphony of the earth's most potent botanicals, formulated to nourish, hydrate, and leave your skin with a truly luminous finish. This is more than skincare; it's a daily ritual of renewal.
• •RESULTS-DRIVEN, PLANT-BASED SKINCARE. Experience the transformational power of nature, consciously crafted in the high desert of New Mexico. Welcome to your best skin.
• •A Note from Our Founder, Jane | The Secret to a Radiant Glow
• •Consider this your skin's ultimate sanctuary. A rich, concentrated blend of nature’s most effective healing and moisturizing ingredients, The Balm melts into your skin to soothe, repair, and protect. From dryness and irritation to a simple need for deep hydration, it is your one-stop solution for a calm, resilient complexion.
• •Tired of skincare that promises but doesn't deliver? Discover Max and Jane's award-winning, plant-based formulas and see a real difference.