Brand Tone

Educational & Informative, Eco-conscious & Responsible, Positive & Optimistic, Approachable & Friendly, Innovative & Smart

Brand Values

• •Sustainability & Eco-friendliness
• •Innovation
• •Health & Well-being
• •Economy & Practicality
• •Made in France/Local Production
• •Transparency

Best Practices

• •Always Circle Back to Core Values: Ensure every piece of copy, whether long-form or a short social media caption, subtly reinforces at least one core value (sustainability, innovation, health, economy, Made in France).
• •Educate, Don't Just Sell: Continuously explain the "why" and "how" behind the powder-to-liquid concept. Many consumers are still new to it, so clarity and gentle education are key. Use simple, direct language.
• •Embrace Positive & Solution-Oriented Language: Frame the brand as a positive step towards a better future, rather than focusing solely on the negatives of traditional products. Highlight the benefits and the ease of making a change.
• •Adapt Tone to Platform, Not Personality: While TikTok can be more informal and humorous, and a website more informative, the underlying friendly, eco-conscious, and smart personality of the brand should remain consistent. Avoid jargon where possible.
• •Incorporate a "Hint of French": While keeping the language clear and accessible (especially if targeting an international audience through the ".shop" domain), subtly reinforcing the "Made in France" aspect can add a touch of quality and trustworthiness, aligning with the brand's origin. This can be through phrasing, cultural nods (where appropriate and not alienating), or simply by consistently mentioning it.

Social Perception

Positive & Innovative, Eco-Conscious Choice, Effective Products, Good Value, Trustworthy

Copy Examples

• •Instagram Post (Image: Stylish reusable bottle with a powder sachet): Tired of bathroom clutter and single-use plastics? 🤔 Say hello to your new eco-hero! ✨ Our [Product Name] powder transforms into a luxurious [gel/shampoo/soap] with just a splash of water. Good for your skin, great for the planet, and proudly Made in France! 🇫🇷 #StepOneFrance #ZeroDechet #EcoChic #MadeInFrance #SalleDeBainDurable
• •Facebook Ad (Carousel showing different scents/products): Join the refill revolution! 🌿 With Step One, you buy the bottle once and refill endlessly with our delightful powder recharges. Save money, save plastic, and enjoy natural, effective hygiene. Which scent will you try first – Passion Fruit or Orange Blossom? 😉 Explore the range! #StepOneSolution #Rechargeable #EconomiqueEtEcologique #HygieneNaturelle
• •TikTok Video Script (Humorous, featuring the "stagiaire"): (Scene: Intern struggling to carry a huge shopping bag full of traditional bottled products, then happily holding a small Step One sachet) Voiceover (upbeat, friendly): Stop lugging water around! 💧 Our super-concentrated powders give you all the goodness, without the waste or the workout. Just add water at home! Smart, right? 😉 #StepOneFrance #LifeHack #EcoFriendlyLiving #StagiaireEnMission #ByeByePlastique
• •Website Banner: Step One: Smart Hygiene, Zero Waste. ✨ Discover our innovative powder-to-liquid essentials. Kind to your skin, kind to the Earth. Refill, Reuse, Rejoice! [Shop Now Button]
• •Email Newsletter Snippet: Did you know? Traditional liquid soaps are up to 90% water! 🤯 At Step One, we thought, 'Why transport all that water?' Our powder formulas reduce CO2 emissions from transport and eliminate plastic bottle waste. Make a simple switch with a big impact. Learn more about our 'low technology' approach to a cleaner planet. [Link to 'Our Philosophy' Page]