Brand Tone

Nurturing, Artisanal, and Aspirational

Brand Values

• •Purity and Natural Ingredients
• •Sustainability and Eco-Consciousness
• •Artisanal Craftsmanship
• •Customer Well-being and Self-Care

Best Practices

• •Lead with Emotion, Support with Facts: Start with evocative, sensory language that speaks to feelings of calm, luxury, and well-being. Follow up with the tangible benefits: vegan, sulphate-free, good for sensitive skin, etc.
• •Champion the "Handmade" Story: Always reinforce the artisanal nature of the products. Use phrases like "crafted by women artisans," "handmade with love," and "every bar is a piece of art" to differentiate from mass-produced competitors.
• •Use a Nurturing Vocabulary: Employ gentle, positive, and caring words. Instead of "cleans," use "nurtures," "soothes," or "pampers." This builds a vocabulary of trust and care.
• •Connect Products to Rituals: Frame your products as part of a larger self-care experience. It ’s not just a "shower," it's a "morning refresh." It ’s not just a "bath," it's an "evening retreat." This elevates the product's value.
• •Be Transparent About Values: Seamlessly integrate your core values (sustainability, cruelty-free, natural) into all copy. This shouldn't be a footnote; it should be a proud declaration that reinforces the customer's choice to support an ethical brand.

Social Perception

The public and customer perception of Salty Secrets is overwhelmingly positive. Customers view the brand as a reliable source for high-quality, natural skincare that is effective, especially for sensitive skin. The unique and beautiful designs of the soaps are highly praised. Consumers who prioritize eco-friendly and cruelty-free products connect strongly with the brand's values, often citing the sustainable packaging and support for artisans as key reasons for their loyalty.

Copy Examples

• •Wash away the day's stress. Our Lavender Bliss Bar is more than a soap—it's your nightly ritual for tranquility. Handmade with calming lavender and nourishing shea butter, it’s a gentle hug for your skin and soul. Ready to transform your bath into a sanctuary? #SaltySecrets #HandmadeSoap #SelfCare
• •Pure Ingredients. Passionate Hands. At Salty Secrets, we believe in beauty that’s kind to your skin and the planet. Discover our collection of vegan, eco-friendly soaps, handcrafted with love.
• •Luxury that doesn't cost the Earth. Our soaps are crafted with 100% natural ingredients and wrapped in biodegradable materials. Make the switch to sustainable skincare that truly cares. Shop now for a cleaner clean.
• •Give sensitive skin the gentle care it deserves. The Salty Secrets Chamomile Mead Bar is a peaceful escape, blending the calming properties of chamomile with the moisturizing touch of natural oils. Each bar is lovingly handmade to ensure a creamy, irritation-free lather that leaves your skin feeling soft and serene. Perfect for your wind-down routine.
• •A Gift For You: Unwind with Our Newest Artisanal Soaps