Brand Tone

professional, innovative, and supportive

Brand Values

• •Quality and Innovation: They emphasize their research and development in Italy and Australia to create world-leading hair products.
• •Professional Focus & Education: The brand is dedicated to supporting the hairdressing industry through education and superior customer service.
• •Cruelty-Free and Ethical Practices: Affinage Professional is a proud member of PETA, offering 100% cruelty-free and vegan products, and is increasingly focused on sustainability.
• •Customer-Centricity: They aim to create products desired by clients and listen to customer needs.
• •Natural Ingredients: The Cleanse & Care collection specifically highlights the use of natural Australian extracts and being free from parabens and sulfates.

Best Practices

• •Always Emphasize Professional Expertise: Use language that reflects industry knowledge and high-quality product formulation. Highlight the science or unique technologies behind the products when appropriate (e.g., DAT2™ technology, D.A.T.E.M. Plus technology).
• •Showcase Product Benefits Clearly: Focus on the tangible results users can expect (e.g., "intense nourishment," "restores shine," "controls frizz," "protects colour").
• •Reinforce Ethical Values: Consistently mention cruelty-free, vegan, and sustainable aspects where relevant, as this is a key differentiator and value for the brand.
• •Maintain a Supportive and Educational Voice: Especially when addressing professionals, offer tips, insights, and information that empowers them in their work. For consumers, explain product use and benefits in an accessible way.
• •Stay Visually Consistent: While this is about copywriting, ensure the visual elements accompanying the text (imagery, branding) align with the professional, stylish, and modern feel of the brand. This reinforces the overall message.

Social Perception

Customers generally perceive Affinage Professional products positively, often highlighting their effectiveness, pleasant fragrance, and the healthy, shiny results they provide. The brand is seen as a reputable and growing Australian hair care company within the professional hairdressing industry. Their commitment to being cruelty-free and vegan is a positively perceived aspect. Salons and stylists appreciate the product performance, especially in hair coloring and treatments. There are mentions of good customer service and fast delivery from some retailers.

Copy Examples

• •Headline: Unlock Your Hair's True Potential. Body: Discover Affinage Professional's innovative formulas, crafted with the finest Australian extracts. Achieve salon-quality results and vibrant, healthy hair. #AffinageProfessional #HealthyHair #SalonQuality
• •Headline: Cruelty-Free Colour. Uncompromising Performance. Body: At Affinage Professional, we believe in beauty without bunnies. Experience our PETA-certified, vegan hair colour and care, delivering stunning results with a conscience. #VeganHaircare #CrueltyFreeBeauty #AffinageValues
• •Headline: Empowering Stylists. Inspiring Creativity. Body: Affinage Professional is dedicated to the art of hairdressing. Explore our educational resources and professional-grade products designed to elevate your craft. #HairEducation #ProfessionalStylist #InnovationInHair
• •Headline: Tired of Dull, Lifeless Hair? Body: Revitalize your locks with Affinage Professional's Cleanse & Care collection. Infused with Kakadu Plum and free from harsh chemicals, it's the nourishing care your hair craves. #NaturalHaircare #SulphateFree #AffinageCleanseAndCare
• •Headline: From Bold Vivids to Subtle Hues: Your Colour Journey Starts Here. Body: Explore the limitless possibilities with Affinage Professional's advanced colour systems. Achieve long-lasting vibrancy and exceptional grey coverage. #HairColourExperts #AffinageInfiniti #ProfessionalColour