Brand Tone

Relatable and Casual, Problem/Solution-Oriented, Urgent and Persuasive, Confident and Bold.

Brand Values

• •Convenience
• •Pain-Free Beauty
• •Affordability
• •Effectiveness

Best Practices

• •Use a Problem-Agitate-Solve (PAS) Framework: Start by identifying a common frustration (e.g., "Hate razor bumps?"). Agitate the problem by describing the negative feeling ("They ruin your perfect beach day"). Present your product as the clear solution ("Our shaver makes them a thing of the past"). This is already used effectively in their TikToks.
• •Maintain a Casual, Conversational Voice: Use contractions (it's, you're), ask questions, and use informal language that resonates with the target demographic. Avoid overly corporate or technical jargon.
• •Lead with the "Pain-Free" Benefit: The core value proposition is painless hair removal. This benefit should be at the forefront of most headlines and opening lines to immediately capture the attention of those frustrated with traditional methods.
• •Incorporate Social Proof and Urgency: Continue leveraging phrases like "the viral shaver everyone's talking about" or "see why TikTok is obsessed." Pair this with strong, time-sensitive offers ("Sale ends tonight!") to drive conversions.
• •Address Skepticism Head-On (Aspirational): Given the negative reviews, a crucial future step would be to build trust. While maintaining the current tone, the brand could benefit from adding copy that addresses skepticism. For example: "We know it sounds too good to be true. That's why we offer a 30-day money-back guarantee. Try it risk-free and see the difference for yourself." This requires the brand to actually honor such a guarantee, which reviews suggest is not currently the case.

Social Perception

The social perception of Clave/Smart Shavy is sharply divided. On brand-controlled channels (e.g., TikTok), it is curated as an innovative, affordable, and effective solution with strong social proof. However, independent reviews and customer complaints often paint a negative picture, perceiving the brand as untrustworthy or a scam due to unfulfilled promises, cheap products, and poor customer service.

Copy Examples

• •Headline: Tired of strawberry legs? So were we. Body: Ditch the razor burn and say hello to silky-smooth skin. Our Smart Shaver glides effortlessly to give you a flawless, irritation-free shave in minutes. Get yours now and change your shave game forever.
• •Headline: That "just waxed" feeling, without the salon price tag. Body: Get professional results from the comfort of your home. The Smart Shavy eraser is gentle, effective, and 100% pain-free. Ready for your smoothest skin ever? Shop the sale!
• •Headline: Shaving shouldn't be a chore. Body: We made it easy. And painless. And portable. Use it while you catch up on your favorite show. The Smart Shaver is the upgrade your self-care routine deserves.
• •Headline: Your sensitive skin has met its match. Body: Designed with gentle micro-oscillation technology, our shaver is perfect for even the most sensitive areas. No bumps, no redness—just smooth results. See what everyone on TikTok is talking about!
• •Headline: Stop buying razors. Seriously. Body: One Smart Shaver replaces endless disposables. It's rechargeable, travel-friendly, and better for your skin and your wallet. Limited Time: Get 70% off and free shipping!