Brand Tone

aspirational, educational, and reassuring

Brand Values

• •Innovation for Health
• •Holistic Wellness
• •Safety and Transparency
• •Problem-Solving and Efficacy
• •Transformative Experience

Best Practices

• •Lead with the "Why," Not Just the "What": Always connect the product feature (the "what," e.g., an angled brush head) to the user's benefit and the brand's core value (the "why," e.g., "for a healthier you," "to prevent gum disease linked to other health issues").
• •Use Aspirational & Sensory Language: Frame the experience. Use words like "ritual," "revitalize," "glow," "effortless," and "sanctuary." Describe the "fresh-from-the-dentist" feeling or the "subtle, refreshing" taste of the toothpaste to make the benefits tangible.
• •Educate, Don't Just Sell: Build trust by teaching the audience. Create content that explains the oral-systemic connection, the science of hydroxyapatite, or the flaws in traditional brushing techniques. This positions the brand as an expert authority.
• •Reinforce the "Free-From" Message: In every relevant piece of copy, consistently mention the commitment to safe, non-toxic materials (BPA-free, EMF-free, Fluoride-free). This is a powerful differentiator that resonates deeply with the target audience and must be repeated to be remembered.
• •Balance Science with Simplicity: While the brand is rooted in scientific innovation (patented designs, clinical tests), the copy should remain accessible. Pair a technical term like "hydroxyapatite" with a simple explanation like, "the very mineral your teeth are made of." This makes complex benefits easy for everyone to understand.

Social Perception

Perceived as a premium, innovative, and health-focused player in the oral care market; highly effective for those who appreciate its unique design and natural formulations, though some concerns about durability of electric models exist. Targets discerning, health-conscious consumers.

Copy Examples

• •Still twisting your wrist to reach your back teeth? That's 1997 brushing. Your straight toothbrush is missing the spots that matter most. It's time to change the angle on your oral health. Our patented angled brush was designed to make a perfect clean easy and intuitive. No more plaque in hiding. No more 'did I get everywhere?' anxiety. Just a confident, corner-to-corner clean, every time.
• •Don't just brush. Upgrade your ritual. Your oral care routine should be more than a chore —it should be the most refreshing two minutes of your day. Experience a spa-day clean with our gentle sonic vibrations and mineral-rich toothpaste. This isn't just oral care. This is the beginning of your glow-up.
• •Meet the Curvy Y Sonic: The only toothbrush that combines a dentist-recommended angle with EMF-free sonic power. While other brushes miss up to 40% of your tooth surfaces, our angled head provides better access to all areas of the mouth. Paired with our hydroxyapatite toothpaste that remineralizes enamel naturally, you're not just cleaning your teeth —you're rebuilding them with every brush.
• •What's in your toothpaste? If it's a long list of chemicals you can't pronounce, it's time for a change. Curvy Natural Toothpaste is powered by what your teeth are made of: hydroxyapatite. We skip the fluoride, SLS, and parabens, and instead use natural ingredients to strengthen enamel, reduce sensitivity, and give you a fresh-from-the-dentist feeling, safely. Clean ingredients for a truly clean smile.
• •Still thinking about making the switch? Imagine effortlessly cleaning every single tooth without a single awkward angle. That's the Curvy difference. Join thousands who have transformed their oral health routine from a hassle into a habit they love. With our 30-day satisfaction guarantee, your only risk is wondering why you didn't try it sooner. Take a new angle on clean.