Brand Tone

Informative & Professional, Sales-Oriented & Promotional, Community-Engaged, Aspiring & Solution-Oriented

Brand Values

• •Quality in Service
• •Customer Satisfaction
• •Product Efficacy
• •Accessibility to Professional Products
• •Supporting the Beauty Industry

Best Practices

• •Understand Your Audience: Tailor language and messaging to resonate with both hair care professionals and end-consumers in the Guatemalan market. Continue using Spanish primarily for this audience.
• •Highlight Benefits, Not Just Features: Instead of just saying "contains argan oil," explain "contains argan oil to deeply nourish and add incredible shine."
• •Maintain a Tone of Expertise and Trust: Use confident language that positions Capeli as a knowledgeable source for quality hair care. Reference the established reputation of the brands they distribute.
• •Be Aspirational yet Achievable: Showcase desired hair outcomes (e.g., "radiant shine," "effortless style") and position the products as the means to achieve them realistically.
• •Ensure Consistency Across Platforms: The informative, professional, and solution-oriented tone should be consistent from website product descriptions to social media posts and marketing materials. Use a shared style guide if multiple people create content.

Social Perception

As a Distributor for Salons/Professionals and End Consumers

Copy Examples

• •Headline: Unlock Your Hair's True Potential with [Brand Name] at Capeli. Body: Tired of dull, lifeless hair? Discover the [Product Name] collection, expertly formulated to restore vibrancy and shine. Shop now at capeli.com and experience the transformation.
• •Headline: Professionals Trust Us. You Can Too. Capeli – Your Source for Elite Hair Care. Body: Capeli Internacional brings you the world's leading hair care brands, like Revlon Professional and American Crew. Achieve salon-quality results at home. Explore our curated collections.
• •Headline: Say Goodbye to Frizz, Hello to Fabulous! ✨ Body: Don't let humidity dictate your hair day. Our range of anti-frizz treatments and styling products from top brands like Echosline will keep your hair smooth and manageable. Find your perfect solution at Capeli!
• •Headline: Healthy Scalp, Beautiful Hair. It Starts Here. Body: Nurture your foundation with our specialized scalp care treatments. From deep cleansing to soothing solutions, Capeli offers products designed to promote optimal scalp health for visibly more beautiful hair.
• •Headline: Color That Lasts. Brilliance That Shines. Protect Your Investment. Body: Keep your colored hair vibrant and true with our selection of color-safe shampoos, conditioners, and treatments. Trusted brands, exceptional care – only at Capeli.