Brand Tone

Professional and Educational: Knowledgeable, precise, confident, direct, and informative, focusing on product performance and benefits to build trust through expertise.

Brand Values

• •Quality and Efficacy
• •Expertise
• •Curated Selection
• •Customer Care

Best Practices

• •Lead with the "Why": Always start with the benefit or the problem solved.
• •Use Precise, Confident Language: Avoid weak words; use strong, definitive language like "restores," "protects," "strengthens," and "delivers."
• •Educate, Don't Just Sell: Position the brand as an expert, explaining science simply and offering "Pro Tips."
• •Maintain a Unified Vocabulary: Use brand-approved words and phrases consistently across all platforms.
• •Let the Product Benefits Speak: Back up claims with data or specific outcomes to reinforce a professional, results-driven tone.

Social Perception

Perception is largely shaped by the high-end brands it carries, viewing it as a professional and specialized retailer. Limited broader public perception due to low external online presence; lack of negative reviews is positive, but absence of positive testimonials is a missed opportunity.

Copy Examples

• •Tired of color that fades? Your vibrant salon color shouldn't disappear. The Joico K-Pak Color Therapy collection is scientifically formulated to lock in color and repair damage. Retain over 89% of your color, even after 10 washes. Shop the professional's choice at Cabei Store. Protect Your Color.
• •Olaplex No. 3 Hair Perfector: This is not a conditioner—it's a professional-grade bond-building treatment. Olaplex works on a molecular level to seek out and repair broken disulfide bonds. Use once a week on damp hair to restore your hair's strength and integrity from the inside out.
• •The #1 Mistake You're Making With Fine Hair: Applying heavy products can weigh down fine hair. Pro Tip: Use the Joico Style & Finish Body Shake. This quick-drying texturizer is designed for fine-to-medium hair, absorbing oils at the root to create instant lift and a matte finish for an appearance of fuller, thicker hair.
• •Strength, Rebuilt. Shine, Restored. Discover our curated collection of professional hair treatments. From bond-builders to hydrating masques, find the targeted solution for your hair's needs. Free shipping on orders over €39. Shop Treatments.
• •Why do stylists trust Kevin Murphy? It's skincare for your hair. Born from the same philosophy as skincare, Kevin Murphy products are weightlessly designed to deliver performance, strength, and longevity. Cruelty-free and formulated with the best of nature and science. Find your perfect regimen at Cabei Store. #KevinMurphy #Haircare #ProfessionalHair #CabeiStore