Tono de Marca

Empathetic, Educational, and Bold

Valores de Marca

• •Empowerment through Education
• •Destigmatization
• •Safety and Discretion
• •Community
• •Cultural-Sensitivity

Mejores Prácticas

• •Always Lead with Empathy: Start copy from a place of understanding. Acknowledge the cultural taboos and feelings of shame before introducing an educational point or a product. Phrases like "So many of us were taught to believe..." or "It's okay to have questions..." are effective.
• •Balance Boldness with Safety: Be direct about topics like pleasure and self-exploration, but always frame it within the brand's values of safety, consent, and privacy. Reinforce the discretion of the products and the security of the community spaces.
• •Use "We" and "Us": Foster a sense of community by using inclusive language. "Created for us, by us," "Our shared experiences," and "Let's learn together" reinforce that Mauj is a collective, not just a faceless corporation.
• •Marry Science with Storytelling: Back up claims with "science-backed" and "expert-led" information, but deliver it through relatable stories and accessible language. The 'Hakawatiyya' series is a perfect example of this in action.
• •Maintain Visual and Verbal Discretion: Ensure all marketing materials, especially those for products, reflect the brand's commitment to privacy. Use abstract, beautiful, and subtle imagery over explicit photos. The copy should hint at the product's use without being overly descriptive, allowing "those who know, to know."

Percepción Social

The social perception of Shop Mauj is dual-sided. For its target audience and in progressive media, it is viewed as a "ground-breaking," "boundary-pushing," and vital "lifeline," providing crucial services where traditional education has failed. The founders' anonymity enhances its perception as a collective movement. Conversely, in more conservative circles, the brand is seen as controversial, attracting criticism and accusations of "pushing a western agenda that encourages Arab girls to have pre-marital sex (zina)," viewed with suspicion as a threat to traditional values. Public customer reviews for physical products are notably absent due to the brand's emphasis on discretion and the cultural sensitivity of the products, with discussions likely confined to private spaces.

Ejemplos de Copy

• •Instagram Post (promoting an educational article): Image: A tasteful, abstract graphic of a blooming flower. Copy: "What does a 'normal' cycle even mean? For generations, we've spoken about our periods in whispers. It's time to have the conversation out loud. Our latest article, written by an OB-GYN, breaks down everything you've been wanting to know. Link in bio to learn with us. #Mauj #YourBodyYourTerms #MenstrualWellness"
• •Product-focused Instagram Story (for 'Sayl' intimacy serum): Video: A short, aesthetically pleasing clip showing the natural ingredients (like aloe). Text: "Intimacy deserves to feel good. Our Sayl intimacy serum is plant-derived, pH-balanced, and made with your body in mind. And because your privacy is our priority, it arrives at your door with complete discretion. Swipe up to explore."
• •Facebook Ad (targeting women interested in wellness): Headline: The education we never had. Body: "Welcome to Mauj. A safe space created for us, by us. Discover a shame-free way to learn about your sexual and reproductive wellness. Join our private community to ask questions and share experiences. Discover Mauj."
• •TikTok Video Idea: Concept: A short video showing a t-shirt with the phrase "عيب عادي" ("3eib 3adi" - Shame is Normal). The creator points to the text, smiles, and gives a thumbs-up. Audio: A trending, empowering song. Caption: "Reclaiming our narrative, one word at a time. #3eib3adi #ArabWomen #Mauj"
• •Website Homepage Banner: Image: A diverse group of women's hands (without showing faces) reaching towards each other. Text: "Welcome to Mauj. Where learning about and discovering our bodies is a celebratory, shame-free experience. Explore our resources. Shop our products. Join the wave."