Brand Tone

Authentic & Passionate, Conscious & Responsible, Positive & Energetic, Honest & Transparent, Approachable & Inclusive

Brand Values

• •Protection
• •Naturalness & Effectiveness
• •Eco-Responsibility
• •Solidarity & Social Commitment
• •Made in France
• •Honesty & Transparency

Best Practices

• •Lead with Passion & Purpose: Always connect back to the core story – the love for surfing, nature, and the desire to create something better for people and the planet. Let the "why" shine through.
• •Speak the Language of "Protection": Frame benefits around protection – for the skin (from sun, dryness, irritation) and for the environment (reef-safe, eco-packaging, giving back).
• •Emphasize Naturalness & Honesty: Highlight natural ingredients and their benefits. Be transparent about formulations and the brand's journey, avoiding overly technical jargon or exaggerated claims.
• •Maintain an Energetic & Positive Vibe: Use language that evokes the joy of being outdoors and active. Keep the tone uplifting and inspiring, even when discussing serious topics like environmental responsibility.
• •Be Inclusive & Relatable: While rooted in surf culture, extend the message to all who appreciate nature and high-quality, conscious products. Use "we" and "our community" to foster a sense of belonging.

Social Perception

Trusted for Sun Protection, Eco-Conscious Choice, High Quality & Natural, Authentic & Purpose-Driven, Premium (but Justified), Appeals to Outdoor Lovers

Copy Examples

• •Headline (Instagram Post): "Ride the wave, not the burn. ☀️ Our Eco Sun Shield, packed with natural minerals, keeps your skin protected & our oceans happy. #SeventyOnePercent #NaturalSunscreen #ReefSafe #ProtectYourPlayground"
• •Product Description (Website): "More than just suncare, it's a promise. Born from a passion for the surf and a deep respect for nature, our [Product Name] delivers high-performance protection using [Key Natural Ingredient 1] and [Key Natural Ingredient 2]. Effective, clean, and made with love in France – because your skin and our planet deserve the best. We donate 1% of our profits to help protect the future. #AllWeNeedIsSurfAndProtection"
• •Email Subject Line: "Sun-kissed, not stressed. Discover Feel Good hydration. 🌿"
• •Facebook Ad Copy: "Adventure awaits! Don’t let sun damage hold you back. SeventyOne Percent offers high-performance, natural suncare made for every explorer. Protect your skin, respect the Earth. Shop now and join our mission – 1% of every purchase supports children's futures. #EcoConsciousSunscreen #MadeInFrance #OutdoorReady"
• •TikTok Video Concept Caption: "Our planet is 71% awesome, just like you! 🌊💙 That’s why our suncare is 100% about protection & 0% plastic in your products. Show us how you #ProtectYourPlayground! #SeventyOnePercent #EcoFriendly #SunCareRoutine"