Brand Tone

authentic, caring, innovative, and principled, with a bold, unconventional, and honest approach

Brand Values

• •People Care
• •Planet Care
• •Fair Share
• •Sustainability
• •Community
• •Transparency
• •Authenticity
• •Innovation
• •Efficacy
• •Quality
• •Ethical Practices

Best Practices

• •Lead with Values: Ensure every piece of copy, whether a product description or a social media post, implicitly or explicitly connects back to "People Care. Planet Care. Fair Share." Authenticity stems from this.
• •Embrace Transparency: Be open and honest in your communication. Don't shy away from complexities or the brand's journey (like the name change). Explain ingredient choices, sourcing methods, and sustainability efforts clearly.
• •Root in Origin, Speak with Innovation: Ground the narrative in the brand's Margate heritage and connection to the sea, while highlighting the forward-thinking, scientific approach to sustainability and product formulation.
• •Use an Educational & Inspiring Voice: Aim to inform customers about the benefits of natural ingredients, the importance of sustainability, and the impact of their choices, without being preachy. Inspire them to be part of a positive movement.
• •Maintain a Hint of Principled Boldness: While caring and community-focused, don't lose the "irreverent" or unconventional edge that speaks to the brand's willingness to challenge norms and stand by its principles. This can be in the directness of the language or the tackling of broader industry issues.

Social Perception

a genuine local hero with a strong connection to Margate and a commitment to sustainability that isn't just "marketing tokenism". Products are praised for their amazing smell, luxurious feel, and effectiveness. The brand's sustainable and ethical practices are highly appreciated. The in-store experience, particularly in Margate, is highlighted as amazing. Their transparency and willingness to address issues are seen as commendable. They are viewed as a blueprint for a modern luxury brand with a conscience, emphasizing wellness, natural ingredients, recycling, and community investment. There's a strong sense of trust in the brand due to their open communication and commitment to their values.

Copy Examples

• •Headline: Beyond the Bottle: Skincare That Nurtures You and the Coastline. Body: We started in a Margate kitchen, inspired by the sea. Today, "People Care. Planet Care." means handcrafted formulas, locally harvested seaweed, and packaging that returns to the earth. It’s not just about looking good, but feeling deeply connected to the well-being of our world. Discover the difference.
• •Headline: Innovation, Distilled by Nature. Perfected by Principle. Body: Why choose between effective skincare and a thriving planet? We don’t. "People Care. Planet Care." merges cutting-edge biodesign with the raw power of the ocean. Transparent ingredients, revolutionary compostable packaging, and a commitment to our community. This is beauty, reimagined.
• •Headline: Our Values Aren't Just Words. They're How We Harvest, Create, and Give Back. Body: "People Care. Planet Care. Fair Share." It’s the compass guiding every decision, from hand-collecting seaweed on Margate’s shores to ensuring our packaging innovations lead the industry. Join a movement that believes true beauty cares for everyone and everything.
• •Headline: From Margate, With Purpose. For Your Skin, For Our Planet. Body: The sea's honesty is our inspiration. "People Care. Planet Care." delivers potent, natural skincare born from a love for our coastal home. We’re transparent about what goes in, and how we’re working to protect what’s out there. Experience the vitality of the ocean.
• •Headline: More Than Clean Beauty. It's Conscious Well-being. Body: At "People Care. Planet Care.," we believe what you put on your skin should be as good for the planet as it is for you. That’s why we champion transparent sourcing, innovative sustainable packaging, and formulas that deliver. Care for yourself, care for the world.