Brand Tone

Luxurious & Indulgent, Intimate & Personal, Sensorial & Evocative, Holistic & Nurturing, Authentic & Transparent, Passionate & Joyful

Brand Values

• •Purity & Potency of Ingredients
• •Ritual & Self-Care
• •Efficacy & Results
• •Handcrafted Quality & Freshness
• •Sustainability & Ethical Practices
• •Connection & Community
• •Integrity & Transparency

Best Practices

• •Embody May’s Voice: Write as if May herself is speaking—with passion, intimacy, and a deep knowledge of the ingredients and their power. Use "I" and "we" to foster a personal connection.
• •Focus on the Ritualistic Experience: Emphasize the act of self-care, the sensory pleasure of using the products (scent, texture, feeling), and the emotional benefits alongside the physical results.
• •Use Evocative & Sensorial Language: Employ rich, descriptive adjectives and verbs that appeal to the senses. Words like "sumptuous," "intoxicating," "silken," "vibrant," "luminous," "cocoon," "embrace," "melt" align with the brand's luxurious and experiential nature.
• •Highlight Ingredient Integrity & Craftsmanship: Consistently mention the purity, potency, and ethical sourcing of ingredients, as well as the handcrafted, small-batch nature of the products. This reinforces the quality and care behind the brand.
• •Maintain an Uplifting & Nurturing Tone: Ensure the copy is always positive, encouraging, and speaks to the customer's inherent beauty. Avoid language that implies "fixing flaws," instead focusing on nourishing, celebrating, and restoring balance.

Social Perception

Highly Luxurious and a Treat, Effective, Especially for Sensitive Skin, Creates a Ritualistic Experience, Founder-Driven Authenticity, Exceptional Quality & Ingredients, Strong Customer Service & Personal Touch, Worth the High Price Point for Many

Copy Examples

• •Headline: Rediscover the Art of You. Body: More than skincare, it's a sacred pause. Melt into The Blue Cocoon, and let the world fall away as potent botanicals and exquisite blue tansy embrace your skin in a tranquil, healing calm. This is your moment.
• •Headline: The Alchemist’s Promise: Purity, Potency, Pleasure. Body: Each jar of The Honey Mud is a testament to our devotion—hand-blended with raw honey, pure clays, and aromatic plant oils to envelop you in an intoxicating, deeply cleansing ritual. Experience skincare that’s as alive as you are.
• •Headline: From Our Hands, To Your Skin, With Love. Body: We believe in the magic of touch, magnified by the earth’s most precious gifts. The Problem Solver is a vibrant fusion of antioxidant-rich cacao, healing charcoal, and warming spices, meticulously crafted in our studio to reveal your most radiant self.
• •Headline: Your Daily Invitation to Glow Deeper. Body: Let The Youth Dew be your daily drop of sunshine. A symphony of 20 regenerating botanical oils, this vitamin-packed serum delivers unparalleled nourishment, leaving your skin luminous and your spirit bright. Begin your love story with your skin.
• •Headline: More Than a Routine, A Return to Yourself. Body: In every spritz of The Jasmine Garden, find a moment of blissful escape. This calming mist, alive with silver and the intoxicating scent of blooming jasmine, is your catalyst for a conscious time-out, hydrating and uplifting skin and soul.