Brand Tone

Empathetic & Caring, Educational & Informative, Empowering & Normalizing, Trustworthy & Safe, Approachable & Relatable

Brand Values

• •Health & Wellness
• •Comfort & Quality
• •Safety & Transparency
• •Accessibility & Inclusivity
• •Sustainability & Eco-consciousness
• •Customer-centricity
• •Breaking Stigmas

Best Practices

• •Maintain an Empathetic Lead: Always start from a place of understanding the user's needs and potential discomforts. Use language that shows you care about their well-being (e.g., "We understand," "You deserve," "Gentle care").
• •Focus on "Safe" and "Natural": Consistently highlight the organic, chemical-free, and "Made Safe" aspects of the products. This reinforces trust and addresses key concerns about irritation.
• •Empower and Normalize: Use language that breaks down taboos around menstruation. Encourage openness and position the brand as a partner in women's wellness journeys (e.g., "Let's talk," "Your body, your period," "Step into your power").
• •Be Clear and Informative (but not overly clinical): While providing necessary product details (e.g., "organic cotton," "super absorbent," "hypoallergenic"), avoid jargon. Keep the language accessible and benefit-driven.
• •Incorporate Relatability and Positivity: While acknowledging period challenges, maintain an overall positive and uplifting tone. Use relatable scenarios or humor where appropriate (especially on social media) but always circle back to the supportive and caring core of the brand.

Social Perception

Positive for Product Quality, Trusted for Sensitive Skin, Innovative & Problem-Solving, Advocate for Menstrual Health, Premium but Worth It

Copy Examples

• •Headline: Your Comfort, Our Priority. Experience a Rash-Free Period with Azah. Body: Tired of irritation? So were we. That's why we created Azah's ultra-soft, organic cotton pads. Gentle on your skin, strong on protection. Because you deserve a period that’s worry-free. #MadeSafe #AzahCares
• •Headline: Periods are Natural. Discomfort Shouldn't Be. Body: Let's talk periods – openly and honestly. Azah is here to ensure your monthly cycle is as comfortable and safe as possible. Our chemical-free pads are designed for *your* well-being. Feel the Azah difference. #NormalizePeriods #HealthyCycles
• •Headline: Strength. Brightness. Azah. Body: Inspired by the inherent strength of women, Azah delivers period care you can trust. Our MADE SAFE® certified organic cotton pads mean no harmful chemicals, just pure comfort and confidence. Step into your power, every day of the month. #EmpoweredByAzah
• •Headline: Listen to Your Body. We Do. Body: Azah was born from real conversations about period problems. Our rash-free, super absorbent pads are crafted with your feedback in mind. Join the million+ women who’ve found their period peace with Azah. #CustomerFirst #GentleCare
• •Headline: Breathe Easy. Your Period Care is Here. Body: Say goodbye to harsh plastics and irritating fragrances. Azah offers a range of consciously created feminine hygiene products, from our beloved organic pads to our gentle intimate wash. Because what you put next to your skin matters. #OrganicGoodness #SafeFeminineCare