Brand Tone

Sophisticated, Authentic, and Educational

Brand Values

• •Heritage & Family
• •Natural & Organic Purity
• •Made in France & Artisanship
• •Environmental Responsibility
• •Excellence & Efficacy

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core values: heritage, nature, and French artisanship. Every piece of copy should echo the story and commitment, not just sell a feature.
• •Maintain a Refined Vocabulary: Use sophisticated and evocative language that reflects the premium quality of the products. Words like 'discover,' 'inspired by,' 'crafted,' and 'excellence' align with the established tone.
• •Be Transparent and Educational: When discussing ingredients, clearly state their organic origin and specific benefits (e.g., 'soothes,' 'firms,' 'protects'). This builds trust and reinforces the brand's position as an expert.
• •Embrace the Narrative: Consistently weave the story of Arsène into marketing materials where appropriate. This unique narrative is a powerful differentiator and creates an emotional connection with the audience.
• •Ensure Visual and Textual Harmony: The clean, minimalist, and natural aesthetic of the brand's visuals should be matched by clear, concise, and elegant copy. The tone of the text must align with the tone of the imagery to create a cohesive and immersive brand experience.

Social Perception

premium, trustworthy, and effective men's grooming brand

Copy Examples

• •Calm, hydrate, and fortify. Our Face & Beard Cream-Gel harnesses the power of ten organic vegetable oils to soothe skin post-shave and provide intense, non-greasy moisture. Rooted in nature, perfected in France. #MonsieurArsene #OrganicGrooming #MadeInFrance #SkincareForMen
• •In 1873, our ancestor Arsène chose his heritage over his home. His journey led to a new life and a new understanding of nature's power. Today, we continue his legacy with pure, organic grooming essentials for the modern man. Discover the story of Monsieur Arsène.
• •An Invitation to Excellence | Discover Our Newest Parfum
• •Inspired by Nature. Crafted with Integrity. Experience the Art of French Organic Grooming.
• •A tribute to our forefather's Mediterranean blend. This beard oil combines ten organic vegetable oils, including Jojoba and Argan, to nourish your beard and hydrate the skin beneath. The result is a soft, healthy beard with a subtle, refined scent—never a trace of grease. Certified Cosmos Organic.