Brand Tone

Nurturing, Encouraging, and Serene

Brand Values

• •Simplicity
• •Well-being
• •Family Connection
• •Quality & Care
• •Autonomy

Best Practices

• •Always Focus on the "Feeling": Don't just sell a magnetic chart; sell "peaceful evenings" and "stress-free bedtimes." Don't just sell a silk pillowcase; sell "waking up beautiful" and "effortless self-care." The copy should always connect the product to a positive emotional outcome.
• •Use Gentle, Encouraging Language: Employ words like "gently," "discover," "simplify," "create," and "nurture." Address the customer directly and supportively ("your routine," "for you"). Avoid urgent, high-pressure sales language ("Hurry!", "Last Chance!").
• •Speak to Two Audiences, One Voice: When addressing parents, maintain the nurturing tone. When speaking about self-care products, shift slightly to an empowering, serene tone. The common thread is always "calm" and "well-being."
• •Keep it Simple and Clear: The copy should be as clean and uncluttered as the brand's visual aesthetic. Use short sentences, clear headings, and bullet points to highlight benefits, reflecting the brand's core value of simplicity.
• •Incorporate Testimonials and Stories: Let the customer's voice reinforce the brand's promise. Sharing short, impactful stories or reviews from other parents or users provides powerful social proof that aligns perfectly with the nurturing, community-focused tone.

Social Perception

Customers perceive Routinea products as highly effective and helpful, especially for structuring children's evenings and reducing parental stress. They are also praised for their aesthetically pleasing, minimalist design. As a French brand, it benefits from a perception of quality, reliability, and trustworthiness, reinforced by its focus on customer service.

Copy Examples

• •Tired of bedtime battles? Turn chaos into calm. Our Magnetic Bedtime Routine helps your child feel independent and secure, while you get your evening back. ✨ Discover peaceful nights.
• •Wake up transformed. Our 100% silk pillowcase reduces hair breakage and cares for your skin while you sleep. Your simplest beauty routine starts tonight.
• •Life is complicated. Your routine shouldn't be. Discover our collection of simple tools for a more serene and organized life.
• •From playful evenings to peaceful sleep. Our 'Routinea Essentiels' pack has everything you need to create a calming bedtime ritual your kids will love.
• •A little structure, a lot more peace.