Case Studies
Brand Messaging Refresh for The Glowcery
Client Overview
The Glowcery is a vegan skincare brand founded by Roshanne Dorsett, who transitioned from a demanding and unfulfilling career in law to follow her true passion (despite many naysayers!) and create a range of clean, plant-based skincare products. The brand has established a unique position in the natural skincare market with cold-pressed, nutrient-rich formulations and has developed a loyal customer base. Despite relative success, The Glowcery faced challenges in communicating its unique value proposition consistently across its different marketing channels.
The Challenge
The Glowcery struggled with articulating a concise brand story and developing consistent messaging about why their formulations were so special. While their flagship product, Clean Greens Superfood Serum, had loyal customers, many potential buyers remained unfamiliar with the benefits of their cold-pressed, nutrient-rich ingredients compared to conventional skincare products. After speaking with Roshanne, we realised that we needed to translate her passion and expertise (she formulates all the products herself) into compelling messaging that would educate consumers about truly clean, plant-based skincare and expand The Glowcery’s customer base beyond their current community.
The Solution
Smart Beauty Creative developed a comprehensive brand messaging strategy that focused on three key pillars:
Authentic Transparency: Positioning The Glowcery as challenging the “greenwashing” in the skincare industry, with a transparent approach to ingredients, creating an educational narrative that customers could resonate with.
Nutrient-Rich Formulations: Highlighting the fact that cold-pressed ingredients retain their full potency, contrasting with conventional extraction methods that strip away these nutrients. This emphasised the brand’s expertise and scientific backing.
Holistic Approach to Skin Health: Showcasing The Glowcery's refreshing, non-pretentious approach that connects skincare with overall wellbeing, offering an honest alternative to brands focused solely on topical solutions.
Key Elements and Strategy
Developed a balanced tone of voice that is fun, warm and unpretentious.
Created a comprehensive website content plan with dedicated educational sections explaining the cold-pressed process and benefits.
Crafted a compelling founder narrative to help customers connect with the Roshanne’s mission and values.
Identified target audience segments, focusing primarily on wellness-oriented women aged 25-35 who are ingredient-conscious and value authenticity.
"Working with Viola, an expert in all things beauty, was a valuable experience. Viola asked thought-provoking and expansive questions that really helped me clarify the essence of my brand and I came away from our session with inspiration and incredible insights on what to do next. I'd recommend her to any small business owner looking to get a solid grip on their messaging!"
– Roshanne Dorsett, Founder of The Glowcery
With this strategic messaging framework, The Glowcery is now positioned to transform how consumers understand and connect with the brand. By clearly communicating what makes their cold-pressed formulations superior – highlighting Roshanne’s expertise – they are directly boosting community engagement and conversion rates as a result.
Transforming Atelier Noitē's Brand Voice and Positioning
The Client
Natalie Schober, founder of Atelier Noitē, approached Smart Beauty Creative in early 2025 with a premium candle brand that had strong foundations but needed refinement. As a former city lawyer, Natalie had created a concept deeply rooted in her Korean heritage and desire to channel her feminine energy (after working in such a masculine environment). The brand featured high-quality candles with a 12% fragrance concentration (the highest industry standard) and unique journaling prompts that accompanied each product. While product quality was exceptional, the brand messaging needed clearer articulation to capture what made Atelier Noitē really stand out from the countless other candle brands on the market.
The Challenge
After conducting a Smart Blueprint session, we identified several key challenges for Atelier Noitē. The brand story, while meaningful, lacked a cohesive narrative that would effectively connect with the target audience. The messaging wasn't fully leveraging Natalie’s own story and heritage, or highlighting the brand’s spiritual wellness connection. The brand needed a more distinctive voice to stand out in the premium candle market, and there was an opportunity to better articulate their USP around ritual, feminine energy and ancestral connection.
The Solution
Through our intensive in-person workshops, we developed a comprehensive brand messaging strategy to really showcase Atelier Noitē's current offering. We maintained the original name while focusing on four key messaging pillars: Intentional Living & Rituals (positioning candles as tools for cultivating moments of stillness and reflection); Feminine Energy & Ancestral Connection (celebrating the reclamation of intuition and feminine power, touching on the founder's Korean heritage); Duality & Complexity (embracing the tension between light and dark, softness and intensity); and Healing & Reflection (offering a space for personal renewal through nighttime rituals).
Key Elements and Strategy
We worked closely with Natalie to craft a detailed tone of voice guide defining Atelier Noitē's communication style as intuitive and feminine underscored by a ‘soft strength’, mirroring the founder’s own personality. We then created comprehensive content including brand story and key messaging pillars, homepage and About Us page copy. We also created detailed product descriptions that positioned the candles as spiritual wellness tools, together with template social media and marketing language.
As a result, we transformed the website to immediately position Atelier Noitē as "A Ritual of Feminine Intuition" rather than just another candle brand. Each candle was given a rich narrative connecting its scent profile to deeper meanings, such as how "Flowers of Evil" embodies both delicacy and depth. Templates for everything from welcome emails to social media posts maintained the evocative, mystical yet sophisticated tone, so there would be consistency across all marketing platforms.
"One of the most difficult challenges for a small business founder is deciding where and when to invest. Hiring Viola Levy from Smart Beauty Creative has been of the very best decisions I've made for my business. Viola's background in beauty journalism truly set her apart; she asked thoughtful, incisive questions that helped me uncover the soul of the brand. The workshopping process was very collaborative and well-structured; we had several in-depth sessions where Viola really listened, challenged ideas with sensitivity, and refined the narrative until it felt authentic and elevated. I couldn't recommend Smart Beauty Creative more highly!"
– Natalie Schober, founder of Atelier Noitē
After working with Smart Beauty, Atelier Noitē has gone from "just another luxury candle company" to one that helps people create meaningful rituals based on feminine wisdom. By explaining how each product connects ancient traditions with modern wellness, the brand can connect with customers who want more than just premium products. This honest storytelling hasn't just helped Atelier Noitē stand out in a crowded market, Natalie can now present and pitch the brand confidently to key stakeholders – and she has started to build a community of people who care about living with intention.
Aromatherapy Associates
TONE OF VOICE + WEB COPY REWRITE
Heritage British body and wellness brand Aromatherapy Associates wanted to refresh their brand tone of voice and web copy. We worked closely with their marketing team to ensure all brand principles were adhered to, while communicating the functional benefits of their luxury essential oil blends and products to a new, wellness-driven audience.
Objectives:
Create a tone of voice to educate a new generation of customers on what Aromatherapy Associates stands for
Present the world of aromatherapy in concise, aspirational language that would appeal to the luxury market
Use modern and engaging copy to clearly communicate the product benefits and how aromatherapy works
Outcomes:
A tone of voice document, considered the blueprint for the brand’s marketing and social teams
A re-write of all web copy to reflect the new brand language, with refreshed product descriptions across 200 SKUS
When we understand the bigger picture, we are better able to guide our clients to achieve the best results.
MONPURE London
#ItsNotJustHair Campaign
CAMPAIGN DESIGN
Newly-launched British haircare brand MONPURE London wanted a launch campaign that would really touch people's hearts and make an impact. I came up with the idea for "It's Not Just Hair" after noticing how female hair loss was so common yet rarely spoken of. For the campaign, we worked with five social media campaigners to share their hair loss stories for the feature film #ItsNotJustHair.
Objectives:
Create a campaign that established MONPURE as a bold new brand
Focus on diversity in haircare and tap into the emotional relationship we have with our hair
Tell a strong story that will have a lot of media traction and resonate with consumers
Outcomes:
The campaign got picked up by The Wall Street Journal, The Telegraph and Shape Magazine as well as London daily newspaper The Metro
#ItsNotJustHair caught the attention of British supermodel Jade Parfitt, who became a brand ambassador and spoke to Stella Magazine about her own journey with hair loss
The videos got a combined 1m views across all platforms
IN-HOUSE MAGAZINE + FULL LAUNCH ROLL-OUT
Cult Beauty
We pitched and created a magazine 'Intelligent Beauty' for online retailer Cult Beauty, a one-off publication to commemorate the company's 10th anniversary. We created a content plan and worked with the in-house designers and content team to produce a trend report, interviews and features as well as liaising with advertisers.
Objectives:
Drive sales of new and existing lines
Reinforce Cult Beauty's authority as an expert beauty curator
Educate customers and brands (especially those who are new) on the history of the site and its ethos on its 10th anniversary.
Outcomes:
140,000 copies were printed with each one sent to Cult Beauty customers in with their orders
Highly positive response from Cult Beauty staff and customers
The brand experienced an average sales increase of 139% that year resulting in total sales of £89.6m in 2019 and were ranked at #13 in The Sunday Times’ list of Fastest Growing Private Companies that same year
The brand has since been acquired by The Hut Group for £2.75m
