Brand Tone

Professional, Aspirational, and Value-Driven

Brand Values

• •Quality and Authenticity
• •Accessibility
• •Customer Trust
• •Value

Best Practices

• •Lead with the Benefit, Support with the Feature: Focus on the result the customer will achieve (e.g., "unmatched shine," "stronger hair") before mentioning the technical features or ingredients. The goal is to sell the transformation, not just the product.
• •Use Aspirational and Authoritative Language: Employ words that evoke quality, expertise, and luxury. Phrases like "expert-recommended," "salon-quality," "unlock the secret," and "elevate your routine" reinforce the brand's premium positioning.
• •Emphasize Value Clearly and Directly: Do not hide promotions. Make discounts, free shipping thresholds, and special offers prominent in headlines, banners, and social media posts to appeal to the price-conscious segment of your audience.
• •Maintain a Clean and Professional Visual Identity: Ensure all visuals—from product shots to social media graphics—are high-quality and consistent. A polished aesthetic reinforces the premium and trustworthy nature of the products being sold.
• •Educate to Build Trust: Create content that explains *why* a professional product is a better choice. Short-form content (Reels, TikToks) comparing professional vs. drugstore ingredients or demonstrating the correct application of a product can build authority and justify the premium price point.

Social Perception

a reliable online discounter for premium beauty products

Copy Examples

• •Unlock salon-level brilliance at home. Introducing the new Kérastase Chroma Absolu Soin Acide, designed to seal your hair cuticle for intense softness and 96% more strength. Get professional results, delivered to your door. Shop now via the link in our bio.
• •Your Hair's Ultimate Ritual. This week only, receive a complimentary Moroccanoil Treatment Mini with any purchase over 300 Lei. Elevate your routine with the best in beauty.
• •Wella Professionals Prices You Won't Find Anywhere Else
• •Did you know the secret to lasting color vibrancy is a sulfate-free shampoo? Professional formulas, like the L'Oréal Professionnel Vitamino Color series, gently cleanse without stripping your color. Invest in your hair's health. Explore our professional collection today.
• •Experience the transformative power of argan oil. This iconic treatment detangles, speeds up blow-drying time, and dramatically boosts shine—all in one step. It's the award-winning foundation for all hairstyling, delivering smooth, manageable, and nourished hair with every use. Your at-home salon experience starts here.