Brand Tone

Caring, Luxurious, and Trustworthy

Brand Values

• •Quality & Purity: A strong commitment to using the highest grade (6A, 25 momme) 100% Mulberry silk, ensuring products are non-toxic and safe, especially for babies (OEKO-TEX certified).
• •Customer Well-being & Comfort: Focused on providing tangible benefits like improved sleep, healthier hair and skin, and gentle solutions for common issues like baby hair loss and sensitive skin.
• •Family-Oriented: Creating products for "all members of the family, from newborn bub all the way through to granny!" There's a clear emphasis on solutions for babies.
• •Authenticity & Trust: Being transparent about their story, product materials, and relying on genuine customer experiences to build credibility.
• •Accessible Luxury: Offering high-quality, luxurious silk products designed to be a staple in everyday bedtime routines, implying a blend of indulgence and practicality.

Best Practices

• •Prioritize Empathy and Benefit-Driven Language: Always frame copy around how Sleepy Silk products genuinely help and care for the customer (e.g., "soothe sensitive skin," "protect delicate hair," "wake up refreshed").
• •Use Sensory and Evocative Words for Luxury: Incorporate words that appeal to the senses and convey the luxurious feel of silk (e.g., "ultra-soft," "incredibly smooth," "liquid smooth finish," "plush," "indulgent").
• •Reinforce Trust with Specifics: Mention key quality indicators like "25 momme Mulberry silk," "Grade 6A," and "OEKO-TEX certified" where appropriate to substantiate claims and build confidence.
• •Maintain a Gentle and Reassuring Voice: Especially when addressing concerns for babies or sensitive skin, the language should be calming, gentle, and supportive. Avoid overly technical jargon unless clearly explained.
• •Show, Don't Just Tell, with Testimonials: Integrate snippets of positive customer reviews or user-generated content into marketing copy to let authentic voices reinforce the brand's trustworthiness and the products' effectiveness.

Social Perception

Sleepy Silk is generally perceived very positively by its customers and the online community familiar with the official brand (sleepysilk.com). * High-Quality Provider: Customers consistently praise the superior quality and softness of the silk. Many note it's the "best quality available in Australia" for silk cot sheets. * Problem Solver: The brand is highly regarded for effectively addressing specific issues, particularly baby hair loss/bald spots and providing relief for eczema. * Trustworthy & Reliable: Positive experiences with customer service and the consistent quality of products contribute to a trustworthy image. The 50-night guarantee also adds to this. * Luxurious yet Practical: Users appreciate the luxurious feel of the products while also valuing their practical benefits for beauty and health. * Recommended: Customers frequently state they would highly recommend the products, especially as gifts or for new mothers.

Copy Examples

• •Cherish every strand. Our ultra-soft 25 momme Mulberry silk cot sleeves tenderly protect your baby’s delicate hair, preventing bald spots and soothing sensitive skin. Give your little one the gift of gentle, uninterrupted sleep. Discover the Sleepy Silk difference. #BabySilk #GentleCare #SleepySilkBaby
• •Indulge in Your Beauty Sleep. Experience the pure luxury of Sleepy Silk. Our 25 momme Mulberry silk pillowcases hydrate your skin, reduce sleep creases, and leave your hair feeling smoother every morning. Elevate your nights, transform your days. [Shop Pillowcases]
• •At Sleepy Silk, quality isn't just a promise, it's our foundation. Crafted from the finest Grade 6A, 25 momme Mulberry silk and OEKO-TEX certified for your peace of mind, our collection is designed in Melbourne with your family's comfort at heart. Sleep soundly, knowing you've chosen the best. [Explore Our Standards]
• •Wake up to effortlessly beautiful hair. Sleepy Silk’s pure Mulberry silk pillowcases reduce friction, tame frizz, and prevent breakage while you dream. Luxury meets hair care, naturally. ✨ #SilkPillowcase #HealthyHair #LuxurySleep #SleepySilk
• •Drift into dreamland with unparalleled comfort. Our Sleepy Silk eye mask, filled with pure silk fibres and featuring a fully adjustable strap, gently cocoons your eyes in 100% Mulberry silk. Block out light, soothe tired eyes, and protect the delicate skin around them. Your deepest, most luxurious sleep awaits. [Add to Cart]