Brand Tone

Aspirational yet accessible and friendly, blending luxury and self-care with encouraging, positive, and inclusive language. Enthusiastic and benefit-driven for products, shifting to educational and professional for clinic/cosmeceutical ranges.

Brand Values

• •Self-Care & Self-Love
• •Quality & Efficacy
• •Empowerment
• •Education
• •Natural & Clean

Best Practices

• •Lead with "Self-Care": Frame every product and service not just by its function, but as an essential part of a self-love or wellness ritual. Use words like "ritual," "indulge," "soothe," and "nourish."
• •Balance Aspiration with Accessibility: Use luxurious and aspirational language ("decadent," "exquisite," "artisan-crafted") but keep the overall tone friendly, encouraging, and inclusive. Emojis can be used strategically on social media to enhance friendliness.
• •Focus on Sensory Benefits: Don't just list ingredients. Describe the feeling —the "cooling touch" of a crystal roller, the "cloud-like whip" of a body cream, the "divine smell" of a fragrance. Customer reviews show this is a major selling point.
• •Educate to Empower: Weave educational content into marketing. Explain the why behind a product or technique. This builds authority and trust, reinforcing the "Artisan" aspect of the brand name and their value of being results-driven.
• •Maintain a Positive and Glowing Vocabulary: Consistently use a lexicon of words associated with light, health, and radiance. Words like "glow," "radiant," "luminous," "dewy," and "illuminate" should be staples in the brand's vocabulary to reinforce the visual identity and desired customer outcome.

Social Perception

Overwhelmingly positive. Perceived as a provider of high-quality, beautifully packaged products offering a luxurious and effective self-care experience. Trustworthy, customer-focused, and strongly associated with Gua Sha tools and crystal rollers in Australia. Sensory experience (scent, feel) is a key praise point.

Copy Examples

• •Your Sunday self-care ritual, sorted. Melt away the week's tension. Our Rose Quartz Gua Sha isn't just a beauty tool; it's a moment of calm. Perfectly weighted to soothe muscles and glide over skin, it turns your skincare into a luxurious ritual. Pair it with our Marshmallow Magic Body Custard for skin that ’s deeply moisturised and feels like silk. Tap to treat yourself. #SkinArtisan #SelfCareSunday #GuaSha #AussieBeauty
• •The Secret to De-Puffed, Awake Eyes. Late nights and early mornings? We see you. Our cooling Amethyst Eye Mask is your new best friend. It gently rests on your face, helping to reduce puffiness and soothe tired eyes. Keep it in the fridge for an extra cooling boost. Because self-care isn't a luxury, it's essential. Shop now for a brighter morning.
• •Skincare That Feels as Good as it Looks. Discover artisan-crafted beauty tools and nourishing skincare designed to make you glow from the inside out. Real quality, real results.
• •Are you using your Gua Sha correctly? Hi [Name], want to get the most out of your Skin Artisan Gua Sha? The magic is in the technique. For lymphatic drainage, always glide the tool lightly in an outward motion. Use it with a serum (like our IllumiGlow Face Oil!) for a smooth glide that won't pull your skin. It ’s your five-minute facial massage for a sculpted, radiant look. Watch our quick tutorial to become a pro!
• •Scoop, Melt, and Glow. Why just moisturise when you can indulge? Our Yummy Marshmallow Magic Body Custard is a decadent, cloud-like whip that deeply hydrates without feeling greasy. Infused with notes of vanilla and marshmallow, it leaves your skin irresistibly soft and smelling divine all day. Made with nourishing, plant-based ingredients for a glow that ’s more than skin deep.