Brand Tone

Sophisticated, Calm, and Educational.

Brand Values

• •Purity and Naturalness
• •Efficacy and Performance
• •Transparency and Honesty
• •Sustainability
• •Minimalism and Simplicity

Best Practices

• •Lead with Nature, Support with Science: Always anchor the product narrative in its natural origins (e.g., "Arctic spring water," "Nordic berries"). Follow up by explaining its effectiveness in a clear, simple way ("to restore the skin barrier," "boosts collagen").
• •Use a Calm and Confident Voice: Avoid exclamation points and hyperbole. Use declarative and reassuring statements. The tone should feel like expert advice from a trusted friend, not a sales pitch.
• •Emphasize the "Less is More" Philosophy: Consistently highlight the simplicity of the products and routines. Use words like "pure," "uncomplicated," "minimalist," and "essential" to reinforce this core value.
• •Weave in the Scandinavian Story: Subtly connect the products to the broader Scandinavian lifestyle. Mention concepts like balance, purity, nature, and clean living to build a stronger, more aspirational brand world.
• •Focus on "Free From": In a world of conscious consumers, what isn't in the product is as important as what is. Regularly and transparently list that the formulas are free from harmful additives, reinforcing the brand's commitment to clean and non-toxic beauty.

Social Perception

Trusted, Aspirational, and Aesthetically Pleasing.

Copy Examples

• •Headline: Quench Your Skin in Nordic Dew. Body: Introducing our Intense Hyaluronic Serum. We journeyed to the pristine Arctic springs to bring your skin profound, lasting hydration. Powered by nature and perfected by science, this potent formula plumps, soothes, and restores your skin's natural barrier. Experience the calm, balanced glow of Scandinavia.
• •Image: A beautiful, clean shot of a product next to its recyclable packaging components. Caption: Purity for your skin, respect for our planet. Our commitment to clean beauty goes beyond our formulas. Every woods_ copenhagen product is housed in fully recyclable packaging, because true wellness should nurture both you and the world we share. Simple, effective, and responsible. #woodscopenhagen #SustainableBeauty #CleanSkincare
• •Headline: Calm Your Skin. Naturally. Body: Tired of irritation? Our Daily Foaming Cleanser is formulated to gently purify without stripping your skin of its essential oils. With soothing Aloe Vera and calming Cucumber Water, it's the pure, gentle start your sensitive skin has been waiting for. Discover the Copenhagen way to clean.
• •Text: Uncomplicated Skincare. Uncompromising Results. We believe in the power of less. Fewer, better ingredients. Simple routines. Honest promises. This is skincare rooted in Scandinavian simplicity and created to perform.
• •Subject: Your Routine, Reimagined. Body: At woods_ copenhagen, we believe true radiance comes from skin that is healthy and balanced. That’s why we’re excited to introduce the Niacinamide Lifting Mist. It’s more than a refresh—it’s a targeted treatment to refine pores and protect your skin throughout the day. A single mist for a tangible result. Welcome to the next step in your skin’s journey.