Brand Tone

calm, minimalist, and authentic

Brand Values

• •Simplicity
• •Natural & Clean
• •Effectiveness
• •Authenticity
• •Australian Made

Best Practices

• •Use Sensory and Evocative Language: Employ words that describe the feeling and result, such as 'luminous,' 'dewy,' 'golden,' 'velvety,' and 'nourishing,' to connect with the customer's desire for a tangible experience.
• •Embrace Minimalism in Language: Keep sentences clean, concise, and direct. Use negative space in text just as it's used in design in order to create a sense of calm and focus. Avoid hyperbole and overly scientific jargon.
• •Lead with the 'Why': Always tie product features back to the brand's core values. Don't just say it has 'Jojoba Oil'; explain that it's included because it 'mimics the skin's natural oils for perfect harmony and hydration.'
• •Reinforce Authenticity: Continue to weave the founder's story and the brand's origin into the narrative. Share customer testimonials and user-generated content that authentically showcases the 'Ailey glow.'
• •Maintain a Consistent Voice Across All Channels: Whether it's an Instagram caption, a product description, or an email newsletter, the tone must remain calm, authentic, and minimalist. This creates a cohesive and trustworthy brand experience.

Social Perception

Ailey is perceived as a high-quality, 'quiet luxury' skincare brand for consumers who value natural ingredients and minimalist routines. Customers view it as an honest and effective brand that delivers on its promise of a natural glow. The community around the brand appears to be made up of individuals who are knowledgeable about clean beauty and appreciate a transparent, less-is-more philosophy.

Copy Examples

• •Your daily glow, bottled. Our simple, plant-based facial oil is all you need to nourish, hydrate, and reveal your most luminous skin. Uncomplicated skincare for a naturally radiant you. #AileyGlow #NaturalSkincare
• •The Art of the Glow. Simply. Naturally.
• •Tired of complicated routines? Rediscover simplicity.
• •Glow, Naturally. Just a few golden drops. That's our philosophy. Ailey is pure, potent, plant-based skincare designed to give you a luminous glow without the ten-step routine. Vegan, cruelty-free, and Australian made. Experience the Ailey difference.
• •It started with a simple belief: that nature provides everything our skin needs to thrive. We left out the fillers and the fuss, focusing only on pure, potent botanicals. This is more than skincare; it's a daily ritual of self-love.