Tono de Marca

Professional, Scientific, and Aspirational

Valores de Marca

• •Exclusivity & Professionalism
• •Quality & Heritage
• •Science & Innovation
• •Education & Partnership

Mejores Prácticas

• •Always Address the Professional: Use language that speaks to "stylists," "salon owners," and "professionals." Reinforce the idea that the products are tools for their craft (e.g., "elevate your artistry," "for predictable results in the salon").
• •Balance Science with Beauty: Pair technical terms ("oxidizing developer," "plant liposomes") with benefit-driven, aspirational words ("luminous," "vibrant," "flawless finish"). This appeals to both the technical needs and artistic goals of a stylist.
• •Highlight the "Why": Consistently mention key value propositions: "Made in Italy," "Scientifically Formulated," and "For Licensed Professionals Only." These phrases are powerful differentiators.
• •Adopt an Educational Tone: Frame content as helpful information rather than a hard sell. Use phrases like "How to," "Pro Tip," and "Did You Know?" to position the brand as an educational partner.
• •Let Results Do the Talking: Use user-generated content (with credit) from stylists. The copy should complement the visual proof, explaining *how* the look was achieved with specific BES products. This builds community and provides authentic social proof.

Percepción Social

Among its target audience of salon professionals, BES is perceived as a high-quality, reliable, and specialized brand. The focus on scientific formulation and Italian manufacturing contributes to a perception of it being a premium, rather than a budget, option. The brand is not well-known to the general public, which reinforces its exclusive, professional identity. In online stylist communities, discussions are centered on technical performance, indicating that the brand is respected for its results. The requirement to register to view pricing adds to an aura of exclusivity and trade protection highly valued by professionals.

Ejemplos de Copy

• •The Art of Color, Perfected by Science. Discover BES Hi-Fi, the Italian-made color line designed for the discerning stylist.
• •From brassy to brilliant. ✨ This stunning cool-toned blonde was achieved with BES Decobes Lightener and toned with our Color Reflection Cool-It Shampoo. Formulated for predictable results and unparalleled hair integrity. For professional use only. #BESBeautyandScience #ItalianHairColor #ProfessionalStylist
• •Your Clients Trust Your Expertise. You Can Trust Our Science. Log in for exclusive access to the tools that elevate your craft.
• •Join our next live webinar! Master the art of perfect grey coverage with our lead educator. We'll dive into the science behind BES Hi-Fi formulation and share techniques to achieve 100% coverage, every time. Register now (link in bio). For licensed professionals only.
• •BES Solaire Haircare: Scientifically formulated with plant-based liposomes to protect, nourish, and repair hair exposed to sun, salt, and chlorine. Offer your clients the ultimate defense for summer hair. Proven results, professional performance.