Natural deodorant - Brand voice development

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As consumers reject the chemical formulas and plastic waste of mainstream deodorant, natural underarm care is having a moment. Having spotted a gap in the market for a premium natural deo brand, my client was keen to get their tone of voice spot on.

They wanted help from a beauty copywriter to shout about their sustainable credentials without slipping into the well-trodden path of over familiar, matey copy. Their target audience, cool, cultured millennials, know a thing or two about branding and are too savvy to be won over by anything but the most authentic copy.

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We reviewed customer feedback, competitor copy and the work of brands in adjacent spaces to explore the values and personality traits that best suited the brand.

I delivered three, varying brand boilerplates to really explore the language in a practical way. Our chosen boilerplate then formed the jewel in the crown of our Tone of Voice Guidelines.

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We crafted a tone of voice that is elevated and uplifting whilst remaining straightforward and transparent. Unlike mass deodorant brands, we don’t want to pedal the myth that people need ‘protection’ from their sweat. Instead, we chose language that empowers and uplifts the consumer.

As a luxury brand in the beauty space, it’s all about the experience. So whether we’re talking about unboxing or the all-natural, botanical ingredients, the focus needs to be on showing not telling.

The result was a cool, yet compelling brand personality: always looking to the future and taking their customers along for the ride.

The accompanying tone of voice guidelines support the team and their writers with a list of approved language, practical writing tips and lots of copy examples for inspiration. The brand has gone on to be featured in GQ, Forbes, The Telegraph, Elle, Closer and Heatworld.