Brand Tone

Approachable and Friendly, Informative and Trustworthy, Empowering and Positive, Natural and Ethical

Brand Values

• •Natural and Organic
• •Effectiveness
• •Accessibility and Affordability
• •Ethical Practices
• •Transparency
• •New Zealand Made

Best Practices

• •Prioritize 'Natural' and 'Effective': Always highlight the natural and/or organic nature of the ingredients and clearly communicate the product's benefits and efficacy. Use words like 'gentle,' 'nourishing,' 'radiant,' 'proven,' and 'results.'
• •Be Approachable and Relatable: Use clear, straightforward language. Avoid overly technical jargon unless explained simply. Address the customer directly and empathetically, understanding their everyday skincare and haircare needs.
• •Emphasize Ethical Values: Consistently mention cruelty-free status and sustainability efforts where relevant. This reinforces trust and aligns with the values of a growing conscious consumer base.
• •Maintain a Positive and Empowering Voice: Focus on the positive outcomes of using the products – like feeling confident, radiant, and good about making ethical choices. Frame solutions positively (e.g., 'ageing fearlessly' instead of just 'anti-wrinkle').
• •Show, Don't Just Tell: Instead of just saying 'we use great ingredients,' briefly explain *why* an ingredient like Rosehip Oil is beneficial or how a specific formulation works. Use customer testimonials or highlight awards to build credibility.

Social Perception

A trusted natural brand, Effective for its price point, Ethical and responsible, Gentle on the skin, Accessible, Innovative

Copy Examples

• •Headline: Unlock Your Natural Glow with Essano. Real Ingredients, Real Results. Body: Discover the power of nature's best. Our [Product Name] is lovingly crafted in New Zealand with certified organic Rosehip Oil and potent botanicals to nourish your skin, leaving it visibly radiant and healthy. Because effective skincare shouldn't be a secret, or a luxury.
• •Social Media Post (Instagram/Facebook): Image: A vibrant flat lay of Essano products with fresh natural ingredients like rosehips or flowers. Caption: Your daily dose of kindness – for your skin and the planet! 🌱 At Essano, we believe in gentle, effective care that’s free from harsh chemicals and always cruelty-free. What’s your favourite Essano moment of peace in your busy day? Share below! #EssanoBeauty #NaturalSkincare #CrueltyFree #OrganicGoodness #SelfCareSunday
• •Product Description (for a new hydrating serum): Headline: Quench Your Skin's Thirst. Naturally. Body: Dive into deep hydration with our new [Serum Name]. Formulated with nature’s hero hydrators and our signature certified organic Rosehip Oil, this lightweight serum absorbs quickly to plump, smooth, and restore your skin’s natural radiance. Feel the Essano difference – effective, affordable, and always made with love in New Zealand.
• •Email Subject Line: ✨ Glow Fearlessly! Discover Our Pro-Ageing Visible Repair Range ✨ Email Body Snippet: Embrace every stage with confidence! Our Visible Repair range is scientifically formulated with powerful plant peptides and nourishing botanicals to support your skin's natural resilience, improve elasticity, and smooth the appearance of fine lines. Because beauty is about feeling your best, naturally.
• •Short Ad Copy (e.g., Google Ad): Essano Natural Skincare | Certified Organic Goodness. Effective, Affordable Beauty. Cruelty-Free & NZ Made. Shop Now!