Brand Tone

Ethical & Compassionate, Authentic & Natural, Empowering, Informative & Trustworthy, Hopeful & Positive

Brand Values

• •Fair Trade
• •Community Development
• •Empowerment of Women
• •Natural & Organic Purity
• •Sustainability & Environmental Responsibility
• •Ethical Sourcing
• •Health & Wellness

Best Practices

• •Lead with Purpose: Always connect product benefits back to the overarching mission of fair trade and community support. Ensure the "why" behind the brand is evident.
• •Use Authentic & Transparent Language: Speak honestly about sourcing, ingredients, and impact. Avoid overly corporate or hyped-up marketing jargon. Stick to clear, heartfelt communication.
• •Spotlight the Artisans & Communities: Whenever possible, share stories (with permission and respect) of the women and communities involved. This humanizes the brand and reinforces the empowerment value.
• •Educate & Inform: Provide valuable content about the benefits of natural ingredients like shea butter and the principles of fair trade. This builds trust and positions the brand as a knowledgeable, ethical leader.
• •Maintain a Hopeful & Empowering Narrative: While acknowledging the challenges faced by the communities, focus on the positive change and empowerment that fair trade brings. The tone should inspire action and connection, not pity.

Social Perception

Positive & Trustworthy, Impact-Oriented, Authentic, Purpose-Driven

Copy Examples

• •Headline: Nourish Your Skin, Empower a Community. Body: Experience the pure, healing touch of our organic shea butter, ethically sourced from women's cooperatives in West Africa. Every purchase directly supports education and healthcare in their villages. Feel good, inside and out. Call to Action: Shop Fair Trade Shea Butter.
• •Headline: The Secret to Radiant Skin is Rooted in Fairness. Body: Discover the centuries-old benefits of unrefined shea butter and African black soap. Handcrafted with care, our products are as kind to your skin as they are to the planet and the artisans who make them. Call to Action: Explore Our Natural Collection.
• •Headline: More Than Moisture. It's a Movement. Body: Choosing African Fair Trade Society means you're choosing more than just premium, organic skincare. You're choosing to stand with West African women, championing fair wages and brighter futures. Call to Action: Learn About Our Impact.
• •Headline: Pure Ingredients. Powerful Impact. Body: From the heart of West Africa to your home, our cold-pressed shea butter products are a testament to nature's goodness and the power of ethical trade. No chemicals, no cruelty, just pure care. Call to Action: Discover the Purity.
• •Headline: Invest in Your Skin. Invest in Their Future. Body: Our luxurious shea butter body creams not only revitalize your skin but also help build schools and health clinics in the communities where our ingredients are born. Make your self-care a statement of global care. Call to Action: Make a Difference Today.