Brand Tone

Empowering & Celebratory, Authentic & Community-Focused, Innovative & Modern, Chic & Stylish, Approachable & Educational, Purpose-Driven

Brand Values

• •Cultural Heritage & Legacy: Honoring the history and significance of edge styling within Black and Brown communities.
• •Self-Expression & Individuality: Encouraging creativity and personal style through hair.
• •Inclusivity & Representation: Actively working to address the underrepresentation of women of color in the beauty industry.
• •Innovation & Quality: Designing high-quality, functional, and aesthetically pleasing tools that meet specific needs.
• •Community: Building and fostering a supportive community around shared beauty practices and cultural identity.
• •Elevation of Ritual: Transforming a daily routine into a more valued and stylish experience.

Best Practices

• •Speak the Language of Your Community: Use authentic language that resonates with your target audience (primarily Black and Brown women who style their edges). Incorporate colloquialisms naturally where appropriate, but maintain a respectful and uplifting tone.
• •Center Cultural Significance: Always tie the product back to the cultural heritage and importance of edge styling. Reinforce that this isn't just about hair, but about identity, self-expression, and legacy.
• •Highlight "By Us, For Us": Emphasize that the product was created by and for women of color, addressing their specific needs and understanding their beauty rituals. This builds trust and authenticity.
• •Balance Aspiration with Accessibility: Showcase stunning, artistic edge styles while also providing practical tips and tutorials that make it feel achievable for everyone. The tone should be inspiring yet inclusive.
• •Visually Align Copy: Ensure the tone of the copy matches the chic, modern, and vibrant aesthetic of the brand's visuals. Words and images should work together to tell a cohesive story of empowerment, style, and cultural pride.

Social Perception

Seen as a Solution, Culturally Significant, High-Quality & Effective, Innovative & Stylish, Empowering, Trusted by Professionals and Influencers

Copy Examples

• •Instagram Post (Image: Diverse group of women laughing, showcasing styled edges): Text: "Edges laid, spirits high. ✨ Your hair is your crown, your story, your art. Our Edge Styler® is here to help you craft every detail with love. #BabyTress #EdgeStyler #BeautyCultureExpression #SelfExpression"
• •Product Page Snippet: Text: "More than a tool, it's a tribute. The Original Edge Styler® was born from a love for our culture and a desire for something better. For generations, we made it work. Now, we make it art. Slick, swoop, and define with precision. Honor your ritual. #BabyTressLegacy #ModernHairTools"
• •Email Subject Line: Text: "Unlock Your Edge Artistry ✨ Inside: Tips, Inspo & Community Love"
• •Twitter Post: Text: "Tired of a toothbrush that doesn't get you? We got you. The Baby Tress Edge Styler®: Designed by us, for us. Elevate your edge game. Link in bio to join the family! #EdgeGoals #BabyTress #BlackGirlMagic"
• •Facebook Ad (Carousel showing the 3-in-1 features): Headline: Define Your Beauty. Celebrate Your Culture. Body: "From perfectly parted sections to the smoothest swoops, the Baby Tress 3-in-1 Edge Styler® is thoughtfully designed to honor your unique style. Made with love, recycled materials, and the power of our community in mind. Discover the difference."