Brand Tone

Authentic, Passionate, Caring, Nurturing, Down-to-Earth, Approachable, Informative, Trustworthy

Brand Values

• •Natural & Plant-Based
• •Handmade Quality & Craftsmanship
• •Effectiveness & Gentleness
• •Customer Well-being
• •Transparency
• •Supporting Small Business & Local

Best Practices

• •Embrace Authenticity: Always communicate from a place of genuine passion for natural ingredients and handmade quality. Share the 'why' behind the brand and its products, reflecting the founder's story.
• •Prioritize a Caring & Empathetic Voice: Use language that shows understanding and care for customers' skin concerns, especially sensitivity. Highlight the gentle, nourishing, and beneficial aspects of the products.
• •Be Informative and Transparent: Clearly list ingredients and explain their benefits in simple, understandable terms. Avoid jargon and be open about the handmade process.
• •Maintain an Approachable & Friendly Demeanor: Whether it's on social media, product descriptions, or customer service interactions, keep the tone welcoming, down-to-earth, and relatable. Use 'we' and 'you' to foster a connection.
• •Show, Don't Just Tell: Utilize visual content (like TikTok and Instagram videos of the making process) to reinforce the handmade, natural, and artisanal values of the brand. Let customer testimonials and user-generated content speak to the product's effectiveness and the positive perception of the brand.

Social Perception

Positive, Trusted, Relief for Sensitive Skin, Artisanal, High Quality, Pleasant Experience

Copy Examples

• •Headline: Tired of harsh chemicals? Your skin deserves the gentle touch of nature. Body: At Plume, we lovingly handcraft our skincare and deodorants in small batches, using only the purest plant-based ingredients. Experience the difference that truly natural care makes – effective, soothing, and always kind to your skin. Call to Action: Discover your skin's new best friend.
• •Headline: Finally, a natural deodorant that *actually* works (and your sensitive skin will thank you!). Body: Say goodbye to irritation and hello to all-day freshness! Our aluminum-free and baking soda-free deodorant is packed with skin-loving butters and oils to keep you feeling soft, fresh, and confident. Call to Action: Try Plume Deodorant today!
• •Headline: From our hands to yours: Skincare made with passion and pure ingredients. Body: Our founder, Angi, started Plume after her own search for gentle, effective skincare. That personal journey is poured into every luxurious body butter, soothing soap, and nourishing oil we create. We believe in transparency, so you'll always know exactly what you're putting on your skin. Call to Action: Explore our handmade collection.
• •Headline: Indulge in a little everyday luxury. Your skin will love you for it. Body: Our rich body oils and creamy lotion bars are designed to melt into your skin, providing deep hydration without any greasiness. Made with carefully selected natural ingredients, they turn your daily routine into a moment of pure self-care. Call to Action: Treat yourself to Plume.
• •Headline: Real ingredients, real results. See what our customers are saying! Body: 'This is amazing stuff! I really like it!' - Sheryl B. 'Never greasy, my skin LOVES this oil especially after a hot shower.' - Sheila D. Join the Plume family and experience the natural goodness for yourself. Call to Action: Read more happy skin stories.