Brand Tone

Authentic, Honest, Caring, Empathetic, Natural, Gentle, Informative, Educational, Approachable, Playful, Family-Oriented

Brand Values

• •Effectiveness
• •Healthy Ingredients
• •Transparency
• •Ethical Practices
• •Customer-Centricity
• •Australian Made and Owned
• •Sustainability

Best Practices

• •Stay True to the Origin Story: Regularly weave in the authentic and relatable founding story of helping a family member with a skin condition. This reinforces empathy and trustworthiness.
• •Prioritize Ingredient Transparency: Always be upfront and detailed about ingredients. Use clear, simple language to explain choices, what’s included, and what’s excluded, avoiding overly technical jargon where possible, or explaining it if used.
• •Use Empathetic and Supportive Language: Acknowledge customers' skin concerns and frustrations. Position MooGoo as a helpful partner in their skincare journey, offering solutions rather than just selling products.
• •Maintain an Approachable, Slightly Playful Voice (Where Appropriate): Continue using the "MooGoo" puns and friendly language (e.g., "Head of the Herd," "Have you Herd?") to keep the brand relatable and down-to-earth, especially on social media and in email marketing. Ensure this doesn't overshadow the seriousness of the product's efficacy.
• •Focus on "Effective + Healthy": Consistently link the natural and gentle aspects of the products with their effectiveness. Emphasize that natural doesn't mean a compromise on results, and that healthy ingredients lead to healthy skin.

Social Perception

Trusted for sensitive skin, natural and safe, effective products, good for babies and children, authentic and honest company, positive customer service, growing reputation.

Copy Examples

• •Headline: Sensitive Skin? We Get It. Body: "Our family's journey with tricky skin is what started MooGoo. That's why we only use gentle, natural ingredients that truly work – because we use them on our own loved ones too. No confusing jargon, no hidden nasties, just honest skincare that helps. Find your skin's happy place."
• •Headline: Tired of Itchy, Unhappy Skin? Meet Your Soothing Solution. Body: "At MooGoo, we don't believe in miracle claims, just effective formulas. Our Eczema & Psoriasis Cream is one of our most loved, helping thousands find relief, naturally. Made with ingredients your skin will thank you for. Ready for some calm?"
• •Headline: What's Really In Your Skincare? We'll Show You Everything. Body: "We’re not about 'fancy pants ingredients' or 'misleading gimmick marketing'. We’re about transparency. That’s why you’ll find a full list of every single ingredient for every product on our website. Healthy, effective, and honest – that’s the MooGoo way."
• •Headline: From Our Family to Yours: Gentle Care for Every Body. Body: "Whether it's for your little one's delicate skin, your teen's changing complexion, or your own sensitive needs, MooGoo is here. We started by making creams for our family, and that care goes into every bottle. Explore our range, made with love, in Australia."
• •Headline: Not Just Another Pretty Bottle. (Though We Think Ours Are Quite Nice!) Body: "Our quirky name and cow-themed fun are just the start. Inside, you'll find seriously effective, natural skincare. We research, we formulate, and we test on ourselves until it’s just right. Because skincare shouldn't be complicated, just good."