Brand Tone

Calm & Gentle, Authentic & Transparent, Informative & Educational, Elegant & Refined (with a touch of rustic charm), Positive & Nurturing

Brand Values

• •Naturality
• •Simplicity & Efficacy
• •Authenticity & Transparency
• •Well-being & Self-Care
• •Respect for Nature & Craftsmanship
• •Made in France / Local Heritage

Best Practices

• •Embrace Simplicity and Clarity: Use clear, concise language. Avoid overly technical jargon or exaggerated claims. Let the quality of the ingredients and the benefits speak for themselves.
• •Weave in Sensory Language: Describe textures, natural scents, and the feeling of the products on the skin to create an immersive and appealing experience. Think velvety, dewy, subtly fragrant.
• •Maintain a Gentle and Reassuring Voice: Address customer needs and concerns with empathy. Position skincare as a positive and nurturing act, not a problem-solving chore.
• •Connect to Nature and Origin: Regularly reference the natural ingredients, the inspiration from the Midi region, and the artisanal approach. This reinforces authenticity and brand identity.
• •Be Consistent Across All Platforms: Ensure the tone used on the website, social media, email newsletters, and product packaging is harmonious. Create brand language guidelines if necessary to help all team members stay on the same page.

Social Perception

High-Quality & Effective, Trustworthy & Artisanal, Aesthetic Appeal, Sensory Experience, Niche & Boutique

Copy Examples

• •Unveil your natural radiance. Our [Product Name] face oil, a gentle elixir of [Key Ingredient 1] and [Key Ingredient 2], lovingly crafted in the South of France to nourish and soothe your skin. Embrace the simplicity of nature's care.
• •Transform your daily ritual into a moment of pure serenity. Our rich [Product Name] body cream envelops your skin in comforting hydration, leaving it soft, supple, and delicately scented with the essence of Provence. Your daily pause, bottled.
• •From the sun-drenched fields of the Midi to your skincare ritual. At Midi12, we believe in the power of nature's finest gifts. Discover our story and the passion behind every bottle.
• •Ready to experience the Midi12 difference? Explore our collection of handcrafted natural skincare and find your skin's new best friend. Enjoy complimentary shipping on your first journey with us.
• •The gentle strength of Calendula. Revered for its calming properties, this golden flower is a heart of our [Product Name] balm. We select only the finest blooms to ensure your skin receives the purest, most soothing care.