Brand Tone

approachable, trustworthy, and aspirational yet accessible. Also playful and trendy.

Brand Values

• •Natural and Organic
• •Effective
• •Ethical and Socially Responsible
• •Sustainable
• •Accessible and Affordable
• •No Harsh Chemicals
• •New Zealand Made and Owned (though recently acquired)
• •Empowering

Best Practices

• •Prioritize Transparency and Honesty: Always be truthful about ingredients, sourcing, and product efficacy. Avoid over-the-top claims. The "no compromises" and "free-from" promises are key, so ensure copy reflects this.
• •Emphasize Natural Goodness and Efficacy: Consistently highlight the use of natural, organic, and plant-based ingredients and connect them to the tangible benefits and results users can expect. Use words like "goodness," "nourishing," "radiant," "healthy."
• •Maintain an Approachable and Empowering Voice: Write in a way that is easy to understand, friendly, and makes the consumer feel good about their choices. Avoid overly technical jargon. Focus on empowering them to care for their skin and hair naturally.
• •Showcase Ethical Commitments: Regularly weave in mentions of cruelty-free practices, sustainable sourcing, and eco-friendly packaging. This reinforces core brand values and appeals to conscious consumers.
• •Adapt to the Platform, but Keep Core Messaging: While the tone might be slightly more playful on TikTok versus more informative on the website, the underlying values of natural, effective, ethical, and accessible beauty should always shine through. Consistency in core messaging builds brand trust.

Social Perception

Customers generally perceive Essano as a reliable, trustworthy brand that delivers on its promises of natural, effective, and affordable skincare and haircare. The general public familiar with Essano likely views it as a leading natural beauty brand in New Zealand and increasingly in Australia.

Copy Examples

• •Instagram Post (Image: Glowing skin, natural setting): "Unlock your natural radiance. ✨ Our Certified Organic Rosehip Oil is more than just skincare; it's a promise. A promise of ethically sourced goodness, potent plant-based actives, and visible results you can trust. Gentle on your skin, kind to our planet. That's the Essano way. #EssanoBeauty #NaturalRadiance #OrganicSkincare #CrueltyFreeBeauty #SustainableYou"
• •Facebook Ad (Carousel showcasing different products): "Tired of harsh chemicals and empty promises? 🤔 Make the switch to Essano. We believe everyone deserves effective, natural skincare that doesn't cost the earth. From our iconic Rosehip Oil to our targeted treatment serums, discover the Essano difference – proudly made in NZ with no compromises. Shop now and feel the goodness! #EssanoNZ #NoHarshChemicals #AffordableLuxury #RealResults"
• •TikTok Video Script (Upbeat, quick cuts showing product application and results): *(Sound: Trendy, positive audio)* Skincare that *actually* works AND is good for the planet? YES PLEASE! 🙌 Meet Essano – your new go-to for certified organic goodness without the crazy price tag. Get that glow-up with ingredients you can trust! ✨ #Essano #CleanBeauty #SkincareThatWorks #AffordableSkincare #TikTokMadeMeBuyIt"
• •Website Banner (Homepage): "The Essence of Nature. The Science of Results. Essano delivers certified organic and natural skincare and haircare, ethically crafted in New Zealand. Experience the power of plant-based beauty, free from harsh chemicals and always cruelty-free. Your journey to healthy, beautiful skin and hair starts here. [Shop Our Bestsellers]"
• •Product Description (for a new moisturiser): "Quench your skin with our new Hydration+ Daily Defence Moisturiser. Infused with the pure power of certified organic Rosehip Oil and hyaluronic acid, this lightweight yet deeply nourishing formula locks in moisture, protects against environmental stressors, and leaves your skin feeling soft, supple, and beautifully healthy. Because at Essano, we believe in gentle, effective care for everyday radiance. No nasties, just nature's best, bottled for you."