Case Studies
Transforming Atelier Noitē's Brand Voice and Positioning
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 in its brand storytelling and positioning. As a former city lawyer and luxury fragrance executive, Natalie had created a concept deeply rooted in her Korean heritage, intentional living philosophies, and a focus on feminine intuition.
The brand featured high-quality candles with a 12% fragrance concentration (the highest industry standard) and unique journaling prompts that accompanied each product. While the product quality was exceptional, the brand messaging needed clearer articulation to truly capture the essence of what made Atelier Noitē special.
Challenge
Smart Beauty Creative identified several key challenges:
The brand story, while meaningful, lacked a cohesive narrative that would effectively connect with the target audience
Messaging wasn't fully leveraging the unique positioning at the intersection of luxury wellness, spiritual connection, and intentional living
The brand needed a more distinctive voice to stand out in the premium candle market
There was an opportunity to better articulate the brand's unique selling proposition around ritual, feminine energy, and ancestral connection
Strategy
Smart Beauty Creative developed a comprehensive brand strategy for Atelier Noitē that included:
1. Brand Story Refinement
Rather than completely reinventing the brand, Smart Beauty Creative recognized the power in Atelier Noitē's existing foundation. They maintained the original name while focusing on four key messaging pillars:
Intentional Living & Rituals: Positioning the 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
Healing & Reflection: Offering a space for personal renewal through nighttime rituals
2. Tone of Voice Development
Smart Beauty Creative created a detailed tone of voice guide that defined Atelier Noitē's communication style as:
Evocative, poetic, mystical, dreamlike
Sophisticated, elegant, premium, refined
Intuitive, feminine, empowered, soft strength
Transformative, healing, restorative
3. Content Development
The agency delivered comprehensive content including:
Brand story and key messaging pillars
Homepage and About Us page copy
Detailed product descriptions that transformed functional candles into spiritual wellness tools
Template social media and marketing language
Implementation
Smart Beauty Creative worked collaboratively with Natalie to implement the new brand positioning across all touchpoints:
Website Transformation: The homepage was rewritten to immediately position Atelier Noitē as "A Ritual of Feminine Intuition" rather than just another candle brand
Product Storytelling: Each candle was given a rich narrative that connected its scent profile to deeper meanings, such as how "Flowers of Evil" embodies both delicacy and depth, embracing the tension between light and shadow
Customer Communication: Templates for everything from welcome emails to social media posts were crafted to maintain the evocative, mystical yet sophisticated tone that defines the brand
Marketing Language Framework: A vocabulary guide defining words to embrace (intuition, feminine energy, ritual) and avoid (cute, basic, smell nice) ensured consistency across all communications
“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
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
