Brand Tone

Empathetic, Educational, Positive, Clean, Community-Focused

Brand Values

• •Science & Innovation
• •Clean & Quality Ingredients
• •Scalp Health as the Foundation
• •Empowerment & Confidence
• •Community & Support
• •Self-Compassion & Self-Care
• •Transparency
• •Giving Back

Best Practices

• •Lead with Empathy: Always acknowledge the customer's concerns and aspirations regarding their hair health. Use language that shows understanding and support.
• •Educate, Don't Just Sell: Explain the "why" behind the products – the science, the key ingredients, and how they benefit scalp and hair health. Avoid overly technical jargon; keep it accessible.
• •Showcase Real Stories & Results (Authentically): Utilize genuine customer testimonials and user-generated content. Focus on tangible benefits and the emotional impact of achieving healthier hair, but be mindful of making direct medical claims; use phrases like "improves the appearance of" or "promotes a healthy environment for."
• •Reinforce Core Values: Consistently weave in mentions of clean ingredients, vegan, cruelty-free, science-backed, and community. This builds brand identity and trust.
• •Maintain a Hopeful and Positive Outlook: While acknowledging challenges, focus on the solutions Divi offers and the positive outcomes users can achieve. Use uplifting and encouraging language (e.g., "revitalize," "nourish," "confident").

Social Perception

Positive, Credible, Premium (Price Point), Engaged Community, Mixed Results/Skepticism

Copy Examples

• •Headline: Your Journey to Healthier, Fuller Hair Starts at the Root. Body: Tired of thinning hair and a sensitive scalp? Divi's science-backed Scalp Serum, formulated with clean, powerful ingredients, nourishes your scalp to help you achieve the thicker, healthier hair you deserve. We're rooting for your results.
• •Headline: Real People, Real Results. See What Divi Can Do For You. Body: Join thousands who've transformed their hair health with Divi. Our community shares their honest experiences with our clean, effective formulas. Discover the confidence that comes with a revitalized scalp and visibly fuller hair.
• •Headline: Clean Ingredients, Clinically Proven. Hair Care You Can Trust. Body: At Divi, we believe you shouldn't have to choose between clean and effective. Our vegan, cruelty-free formulas are dermatologist-tested and packed with ingredients like Copper Tripeptide-1 and Tea Tree Oil to soothe your scalp and promote an optimal environment for hair growth.
• •Headline: Postpartum Hair Changes? We Understand. Body: Many new moms experience hair shedding and changes. Divi's gentle yet potent Scalp Serum is designed to support your scalp's health during this transition, helping to nourish follicles and encourage healthier-looking hair. Take a moment for self-care, you deserve it.
• •Headline: Unlock Your Hair's Potential. Healthy Scalp = Happy Hair. Body: It's simple science: a healthy scalp is the secret to vibrant hair. Divi products are meticulously crafted to address scalp concerns, reduce buildup, and create the perfect foundation for your hair to thrive. Experience the Divi difference.