Brand Tone

Approachable and Friendly, Informative and Educational, Trustworthy and Transparent, Empowering and Positive, Relatable

Brand Values

• •Natural Ingredients
• •Ethical Practices
• •Efficacy and Results
• •Accessibility and Affordability
• •Transparency
• •Made in New Zealand
• •No Harsh Chemicals

Best Practices

• •Know Your Audience, Speak Their Language: Understand who you're talking to and use language that resonates with them – clear, relatable, and avoiding overly technical terms unless explained simply.
• •Emphasize Benefits, Not Just Features: Instead of just saying "contains rosehip oil," explain *what* rosehip oil does for the skin (e.g., "helps to repair and rejuvenate for a healthy glow").
• •Be Genuinely Enthusiastic and Positive: Let the passion for natural ingredients and effective results shine through in your words. Focus on the positive outcomes of using Essano products.
• •Maintain Transparency and Honesty: Always be truthful about ingredients, sourcing (where relevant), and product capabilities. This builds trust, which is central to Essano's appeal.
• •Incorporate Your Values Naturally: Weave in mentions of "cruelty-free," "natural ingredients," "Made in NZ," and "no harsh chemicals" where relevant and appropriate, rather than forcing them into every sentence. Let these values underpin the messaging.

Social Perception

Trusted Natural Brand, Value for Money, Ethically Conscious Choice, Effective for Many, Relatable and Down-to-Earth

Copy Examples

• •Glow get 'em! ✨ Our Vitamin C Brightening Serum is packed with natural goodness to help even out your skin tone and bring back that radiant shine. Real ingredients, real results, no compromises. #EssanoGlow #NaturalSkincare #VitaminC
• •Tired of harsh chemicals irritating your sensitive skin? Discover the Essano difference. Gentle, effective, and lovingly made in NZ with the best nature has to offer. Your skin will thank you! Shop our sensitive range now. #EssanoBeauty #SensitiveSkinSavior #NoNasties
• •Spilling the tea on our fave haircare hack! 🤫 Our Argan Oil Hair Mask = instant hydration and shine. #EssanoHaircare #HairTok #HealthyHairJourney #CrueltyFreeBeauty
• •Experience the Power of Nature. Effective, Affordable, Ethical Beauty. That's the Essano Promise. #NoCompromiseBeauty
• •Did you know Rosehip Oil is a powerhouse of antioxidants and essential fatty acids? Learn how this hero ingredient in many of our products can help reduce scars and combat premature ageing. Read more on the blog! #EssanoSecrets #RosehipOilBenefits