Brand Tone

Professional, scientific, and aspirational, adapting to inspirational, enthusiastic, and trendy for social media platforms like TikTok and Instagram.

Brand Values

• •Scientific Efficacy
• •Ingredient Quality
• •Targeted Solutions
• •Customer Results

Best Practices

• •Lead with Science, Follow with Beauty: Start by mentioning the scientific aspect ("advanced formula," "Vitabond Complex," "clinically tested") to build credibility, then transition to the aspirational beauty benefit ("radiant shine," "silky smooth," "effortless manageability").
• •Maintain a Lexicon of Key Terms: Consistently use brand-specific terms like "Vitabond Complex," "Rejuvenate," "Revitalize," and "Fortify." Also, use scientific but accessible language such as "hair cuticles," "free radicals," and "UV protection" to reinforce authority.
• •Focus on the "Why" Behind the "What": Instead of just saying a product contains Vitamin E, explain its purpose: "Fortified with Vitamin E to protect your hair from color damage and UV exposure." This educates the consumer and adds value to the copy.
• •Adapt the Tone to the Platform: While the core message of science and results remains the same, the delivery should change. Keep the language professional and informative on the website and in emails. On platforms like TikTok and Instagram, adopt a more enthusiastic and trend-aware tone, using emojis and hashtags where appropriate, as outlined in their influencer guidelines.
• •Use Testimonials as Proof: Weave customer feedback and reviews into marketing copy. Phrases like "Customers agree: our conditioner leaves hair feeling soft and revitalized" can validate brand claims and build trust with new buyers.

Social Perception

Perceived as a high-quality, professional-grade brand that delivers effective results, particularly for dry and damaged hair. It is seen as knowledgeable and trustworthy.

Copy Examples

• •Unlock the science of radiant hair. Our Rejuvenate Hydrating Conditioner, powered by the exclusive Vitabond Complex, penetrates deep to repair damage from the inside out. Go from dull and dry to vibrant and silky. #CarlucciHairCare #ScienceOfHair #HealthyHair
• •Your Weekly Hair Reset: Chemically treated and heat-styled hair needs a hero. Our Revitalize Intense Hair Mask is a concentrated dose of vitamins and natural extracts scientifically formulated to restore strength and shine. Give your hair the expert care it deserves. Shop now.
• •Experience weightless brilliance. Dazzle Radiant Hair Oil is an advanced, non-greasy formula that tames frizz and provides luminous shine while protecting against UV damage. Infused with our proprietary Vitabond Complex, it seals cuticles and nourishes every strand for a smooth, flawless finish suitable for all hair types.
• •Don't Just Cover Up Damage. Reverse It.
• •You guys always ask how I keep my hair healthy with all the styling I do! This is my secret weapon: Carlucci's Vitabond Complex system. It’s literally science for your hair. The difference is unreal! ✨ Check out the link in my bio and use my code for 15% off! @carlucciinternational #HairTok #Ad #Carlucci