Brand Tone

Elegant & Luxurious, Caring & Nurturing, Conscious & Responsible, Informative & Reassuring, Approachable & Human

Brand Values

• •Efficacy & Quality
• •Sustainability & Environmental Responsibility
• •Thoughtful Design & Aesthetics
• •Sensory Experience & Well-being
• •Clean Ingredients
• •Customer-Centricity (especially Mothers)
• •Human Connection

Best Practices

• •Emphasize the "Why": Always connect product features back to the core brand values – the desire for gentle efficacy, sustainability, an elevated sensory experience, and the story of care (especially for mothers). For example, instead of just saying "refillable bottle," explain "our beautifully designed, refillable bottle reduces waste, because caring for your hands and the planet go hand-in-hand."
• •Use Sensory Language: Incorporate words that evoke the luxurious feel and signature scent of the products. Describe the "spa-like" experience, the "notes of cedar, citrus, rosemary, and lavender," and the "silky, non-sticky" texture to appeal to the desire for indulgence and well-being.
• •Maintain an Elegant & Clean Voice: Keep language sophisticated yet clear and accessible. Avoid overly casual slang or jargon. Mirror the minimalist and premium aesthetic of the packaging in the structure and flow of your sentences.
• •Weave in the Founder's Story Authentically: When relevant, especially when addressing new parents or the "caring" aspect, subtly reference the founder's inspiration. This adds a layer of authenticity and relatability without overdoing it. "Born from a desire for hand care that was both gentle and effective..."
• •Highlight Conscious Choices: Consistently mention the sustainable aspects, such as "plant-powered hydration," "packaging made with previously recycled materials," and "Plastic Neutral Certified," to reinforce the brand's commitment to responsibility. This appeals to the conscious consumer and differentiates Paume.

Social Perception

Elevated Hand Care, Aesthetically Pleasing & "Giftable", Effective & Gentle, Sustainable Choice, Problem-Solver, A Treat/Indulgence, Trustworthy (for many)

Copy Examples

• •Headline: Your Hands Tell Your Story. Let It Be One of Radiance. Body: More than just tools, your hands connect you to the world. Our luxurious, plant-powered formulas transform daily hand care into a ritual of nourishment, protecting against dryness and signs of aging. Discover the Paume difference – where efficacy meets elegance. #PaumeHands #SkincareForHands #LuxuryCare
• •Headline: Sanitize. Soothe. Sustain. Body: Experience the hand sanitizer that redefined clean. Paume’s award-winning gel kills 99.9% of germs while enveloping your skin in lasting hydration and our signature scent of cedar and citrus. Housed in beautifully designed, refillable packaging. Good for your hands, kind to the planet. #PaumeProtection #SustainableLuxury #GentleClean
• •Headline: For the Hands That Do It All. Especially Yours, Mom. Body: From gentle touches to endless tasks, your hands deserve the purest care. Paume was born from a mother’s need for effective, gentle, and beautifully crafted hand care. Nourish, protect, and cherish your hardworking hands with our plant-based essentials. #PaumeForMoms #NurturingHands #CleanConscious
• •Headline: Beyond Clean. Beyond Expectation. This is Paume. Body: Tired of hand care that’s purely functional? We believe in elevating essentials. Indulge your senses with our signature aromatic blend while our potent, clean formulas work to restore and protect. Finally, a hand care routine you’ll look forward to. #ElevatedEssentials #HandCareRitual #PaumeExperience
• •Headline: The Secret to Youthful Hands? It’s a Routine. Body: Just like your face, your hands show the effects of time and exposure. Our targeted serums, balms, and cleansers are specifically formulated to combat dryness, hyperpigmentation, and loss of elasticity. Embrace a daily ritual with Paume and let your hands reflect your vitality. #AgeDefyingHands #PaumeRoutine #HealthyHands