Brand Tone

Supportive & Empowering, Educational & Informative, Friendly & Relatable, Enthusiastic & Passionate, Professional & Trustworthy

Brand Values

• •Quality & Efficacy: Committed to providing high-professional standard products with quality ingredients that deliver results for curly hair.
• •Accessibility: Aims to make specialized curly hair care available to everyone at a retail level, not just in salons.
• •Education & Empowerment: Focused on teaching people how to care for their curly hair and feel confident in their natural texture.
• •Community: Strives to create an "empowered Curly Community" and fosters a sense of belonging among curly-haired individuals.
• •Customer Focus & Support: Demonstrates a commitment to helping customers find the right products and achieve good results, as seen in their responses to reviews.
• •Natural & Conscious: Products are sulphate-free, silicone-free, vegan, and cruelty-free. They speak of "natural goodness."
• •Irish Heritage: Proudly an Irish brand, often highlighted in media and by retail partners.

Best Practices

• •Always Emphasize Empowerment and Confidence: Frame product benefits around how they help the customer feel good about their natural hair. Use uplifting and encouraging language.
• •Educate, Don't Just Sell: Incorporate tips, ingredient knowledge, or "how-to" elements into product descriptions and social media posts. Position the brand as a helpful expert.
• •Maintain a Friendly, Community-Focused Voice: Use inclusive language like "Hello Curlys," "our community," and "we." Encourage interaction and share user experiences. Address the customer directly and warmly.
• •Highlight Irish Roots and Quality Ingredients: Subtly weave in the "Irish-owned" aspect and the commitment to "professional-grade," "sulphate-free," "silicone-free," "vegan," and "cruelty-free" formulations to build trust and underscore quality.
• •Be Relatable and Authentic: Acknowledge the common struggles of curly hair care while offering CurlyCo products as the solution. Let the founder's passion and expertise shine through, especially on platforms like TikTok or in blog posts.

Social Perception

Positive: Customers perceive CurlyCo positively. They are seen as a go-to Irish brand for curly hair care, offering effective products that help manage and enhance natural curls. Many users report loving their curls again after using CurlyCo products. Trusted Resource: The founder, Denise Walsh, is viewed as an expert, and the brand is seen as a knowledgeable source for curly hair advice. Community Builder: Customers appreciate the focus on community and the sharing of experiences. Responsive: The brand's willingness to engage with feedback, both positive and negative, likely contributes to a perception of being caring and customer-oriented. Growing Presence: The expansion into major pharmacy chains indicates growing popularity and trust in the brand. Some customers specifically mention being glad to see retailers stocking the brand.

Copy Examples

• •Instagram Post (Image: Customer showing off defined, bouncy curls): Unlock the secret to your best-ever curls! ✨ Just like Sarah, you can say goodbye to frizz and hello to defined, luscious locks. Our [Product Name] is packed with natural goodness to nourish every strand. Ready to embrace your curl confidence? Tap to shop and join our CurlyCo family! #CurlyCo #CurlConfidence #IrishCurls #HealthyHairJourney #RealResults
• •Facebook Ad (Carousel showing different products): Tired of the curly hair guess-work? 🤷‍♀️ At CurlyCo, we get it. Founded by a curly-haired stylist, our Irish-made products are designed to give your waves, curls, and coils the love they deserve. From our gentle Sulphate-Free Shampoo to our deeply nourishing Mask, find your perfect routine. Swipe to explore & get expert tips on our blog! Shop now for free Irish shipping over €60. [Shop Now Button] #CurlyHairCare #MadeInIreland #CurlyCommunity #EmpowerYourCurls
• •Product Page Description (for a new Gel): Meet your new curl definer! Our new Lightweight Curl Gel gives you all the hold without the crunch. Crafted with [Key Ingredient 1] for shine and [Key Ingredient 2] for flexible definition, it’s your secret weapon for frizz-free, bouncy curls that last. We believe in empowering your natural texture with professional-grade, kind-to-curls ingredients. Because every curl deserves to shine! ✨ #CurlyCoGel #FrizzFreeCurls #NaturalHairLove #ProfessionalCareAtHome
• •Email Newsletter Snippet (Subject: Your Curls Will Thank You!): Hello Curlys! 👋 This week, our founder Denise shares her top tip for [specific curl problem, e.g., refreshing day 2 curls]. Plus, discover why our [Best-Selling Product] is a fan favourite for achieving [benefit, e.g., incredible definition and moisture]. At CurlyCo, we're more than just products; we're a community dedicated to helping you love your unique curls. Read the full tip on our blog! [Link to Blog] #CurlyTips #CurlyCoCommunity #LoveYourCurls
• •TikTok Video Script (Quick demo of product application): (Video: Upbeat music, quick cuts showing product in hand, application to wet hair, scrunching, and final bouncy result) Want curls like THIS? 😍 It’s easier than you think! Just 3 steps with our CurlyCo faves: 1️⃣ Cleanse with our Sulphate-Free Shampoo. 2️⃣ Hydrate with our Defining Conditioner. 3️⃣ Style with our amazing [Mousse/Cream] on super wet hair! Scrunch, diffuse or air dry & voilà! ✨ Bounce, definition, NO nasties. Link in bio to join the #CurlyCo crew! #CurlyHairRoutine #TikTokCurls #IrishBrand #EasyCurls