Brand Tone

Professional, clinical, reassuring, trustworthy, expert, and scientifically sound.

Brand Values

• •Efficacy
• •Safety
• •Innovation
• •Accessibility
• •Comfort

Best Practices

• •Lead with Science, Reassure with Safety: Always ground the product's benefits in its technology (patented, LED light, warming heat). Immediately follow up with the key emotional benefit: it's safe, comfortable, and won't cause pain or sensitivity.
• •Leverage the Professional Endorsement: Consistently mention that the product is "dentist-developed," "used in dental offices," and "recommended by your Aspen Dental team." This is the brand's most powerful trust signal.
• •Use Precise and Confident Language: Avoid vague claims. Use specific numbers and phrases like "clinically proven," "noticeable results in X days," and "up to X shades whiter." This conveys authority and efficacy.
• •Focus on Convenience and Speed: Target the lifestyle of a busy individual. Highlight that treatments are short (e.g., "just 16 minutes") and can be done easily at home, fitting seamlessly into their routine.
• •Maintain a Clean and Minimalist Aesthetic: The copy should be as clean and uncluttered as the product design. Use clear headlines, concise sentences, and bullet points to communicate benefits quickly and effectively, mirroring the brand's professional and scientific image.

Social Perception

Trustworthy, the "Gentle Whitening" leader, premium quality, and a legitimate dental-grade treatment.

Copy Examples

• •Your Professional Whitening, Recommended by Your Dentist. Experience the GLO Science technology trusted and provided by Aspen Dental. Achieve a brighter smile, sensitivity-free.
• •The same advanced heat and light technology used in our dental offices, now available for your convenience at home. This complete kit is clinically proven to whiten your teeth multiple shades in just a few 16-minute sessions, without causing sensitivity.
• •Your Exclusive Offer on GLO Professional Whitening is Here.
• •Don't let tooth sensitivity stop you from achieving a radiant smile. Ask us about the GLO Science whitening system at your next appointment. It's the fast, comfortable, and effective solution we trust for our patients. #AspenDental #GLOScience #TeethWhitening
• •Ready for a visibly brighter smile in under an hour? Schedule your GLO in-office whitening treatment today and leave with the confidence of a brilliant smile.