Brand Tone

Trustworthy & Knowledgeable, Friendly & Approachable, Curated & Discerning, Caring & Holistic

Brand Values

• •Heritage & Tradition
• •Authenticity & Quality
• •Expertise & Guidance
• •Customer Well-being
• •Discovery & Uniqueness

Best Practices

• •Embrace the Heritage: Consistently weave in the connection to Merz Apothecary and its long-standing tradition of trust and expertise. Use phrases like "apothecary wisdom," "time-tested," "heritage of wellness."
• •Speak with Knowledgeable Empathy: Write as if you are a trusted, well-informed friend offering genuine advice. Focus on the benefits and the "why" behind a product, not just its features.
• •Highlight Uniqueness and Curation: Emphasize the special, hard-to-find nature of the products. Use words like "curated," "handpicked," "exclusive," "rare find," "discover."
• •Maintain a Warm and Welcoming Voice: Even when discussing sophisticated or traditional remedies, keep the language accessible, friendly, and inclusive. The goal is to guide and support, not intimidate.
• •Focus on Holistic Wellbeing: Connect product benefits to a larger sense of feeling good – physically, mentally, and emotionally. Use aspirational yet grounded language that speaks to overall health and personal care.

Social Perception

Respected & Established, Niche & Specialty Retailer, Premium Quality, Helpful & Informative, Generally Positive Customer Service

Copy Examples

• •Headline: Rediscover Timeless Remedies. Explore Our Heritage Collection. Body: For 150 years, we've curated the finest natural wellness solutions. Journey with Smallflower and experience the enduring wisdom of traditional apothecary care, thoughtfully selected for your modern life.
• •Headline: Your Wellbeing, Naturally Nurtured. Body: At Smallflower, we believe true beauty and health blossom from within. Discover our handpicked selection of pure, effective personal care, from rare European botanicals to trusted homeopathic remedies, all chosen with your radiant health in mind.
• •Headline: More Than Products, A Legacy of Care. Body: Step into the world of Smallflower, the online home of Merz Apothecary. Here, generations of expertise meet a passion for unique, high-quality wellness finds from across the globe. Let our knowledgeable team guide you to your next favorite discovery.
• •Headline: Unlock a World of Unique Scents & Self-Care Rituals. Body: Tired of the ordinary? Smallflower sources exceptional fragrances, luxurious bath essentials, and effective natural skincare that you won't find on every shelf. Elevate your daily rituals with something truly special.
• •Headline: Expertly Chosen, Just For You. Body: Navigating the world of natural wellness can be overwhelming. At Smallflower, our passion is connecting you with the perfect products for your individual needs. Trust our legacy of knowledge to guide your journey to feeling your best, inside and out.