Brand Tone

Caring and Nurturing, Trustworthy and Authentic, Educational and Informative, Supportive and Empowering, Approachable and Friendly

Brand Values

• •Natural Purity: Commitment to 100% all-natural Australian ingredients, free from harsh chemicals.
• •Effectiveness: Creating products that deliver visible results for common teenage skin concerns like acne and oiliness.
• •Simplicity: Offering easy-to-understand and easy-to-use skincare routines.
• •Family-Oriented: Founded by mothers, for teenagers, with an understanding of family needs and parental concerns.
• •Ethical Practices: Cruelty-free and vegan-friendly options are highlighted. Supporting foundations like Top Blokes Foundation.
• •Australian Made: Proudly creating and sourcing ingredients locally.

Best Practices

• •Speak Parent to Parent, and Teen to Teen (Know Your Audience Segments): When addressing parents, use a reassuring, understanding, and knowledgeable tone. When creating content for teens (e.g., TikTok), be more direct, relatable, and use age-appropriate language while still being informative.
• •Emphasize "Natural" and "Gentle" Consistently: These are core to the brand. Always highlight the natural Australian ingredients and the absence of harsh chemicals (parabens, SLS, etc.).
• •Focus on Solutions and Confidence: Frame the products not just as skincare, but as a way to solve common teen skin problems (acne, oiliness, breakouts) and, importantly, boost their self-esteem and confidence.
• •Maintain Authenticity with the Founders' Story: The origin of the brand (two mums creating products for their sons) is a powerful differentiator. Weave this into storytelling where appropriate to build trust and connection.
• •Keep it Simple and Clear: Just like the recommended 3-step skincare routine, the copy should be easy to understand, avoiding overly technical jargon. Highlight the ease of use and the straightforward benefits.

Social Perception

Positive for Teen Skincare, Trusted by Parents, Associated with Quality Natural Ingredients, Emerging and Appreciated

Copy Examples

• •Headline: Finally! Skincare Your Teen Will Actually Use (And You'll Both Love). Body: Tired of the bathroom battles over skincare? Sam and Jo’s natural, Aussie-made range is designed by mums for teens. Simple, effective, and free from any nasties. Give their skin the clear start it deserves. Call to Action: Shop Teen Skincare Now!
• •Headline: Hormones vs. Happiness? Let's Clear Things Up. Body: Teenage skin can be a rollercoaster. Our gentle, plant-powered cleansers and moisturisers are made with 100% natural Australian ingredients to calm breakouts and restore confidence, naturally. No harsh chemicals, just happy, healthy skin. Call to Action: Discover the Natural Difference.
• •Headline: From Two Mums Who Get It: Skincare That’s Kind & Effective. Body: We created Sam and Jo Skincare because we wanted something better for our own teens – and yours! Our easy 3-step routine uses the power of nature to tackle oiliness and blemishes, so your teen can face the world feeling great. Call to Action: Meet Sam & Jo's Favourites.
• •Headline: Confidence Starts with Clear Skin. We Make it Simple. Body: Help your teen navigate those tricky skin years with Sam and Jo. Our Australian, all-natural formulas are tough on breakouts but gentle on skin, making a daily routine something they won’t dread. Call to Action: Build Their Perfect Routine.
• •Headline: No Nasties, No Dramas, Just Naturally Clearer Skin. Body: Why complicate teen skincare? Sam and Jo offers a straightforward approach with powerful natural ingredients like Papaya and White Willow Bark to keep skin clean, clear, and calm. Loved by teens, trusted by parents. Call to Action: Explore Our Ingredients.