Brand Tone

Aspirational, yet approachable and authentic.

Brand Values

• •Natural and Safe Ingredients
• •Efficacy and Results
• •Cultural Heritage
• •Community and Customer-Centricity
• •Professional Quality

Best Practices

• •Lead with Authenticity: Always ground the copy in the brand's Dominican heritage and its commitment to natural ingredients. This is a key differentiator.
• •Focus on Benefits, Not Just Features: Instead of just saying 'contains coconut oil,' say 'nourishes your scalp and penetrates the hair cuticle for optimal growth.'
• •Incorporate Social Proof: Regularly feature customer testimonials, before-and-after photos, and user-generated content to build trust and community.
• •Maintain a Positive and Empowering Voice: The copy should inspire confidence and position the brand as a supportive partner in the customer's hair care journey.
• •Ensure Cohesion Between Product and Salon Messaging: While distinct, the messaging for the product line and the hair studio should be complementary, with each reinforcing the other's credibility and commitment to quality.

Social Perception

The public perception of Domirie LLC is generally positive, particularly among those who have experienced their products or salon services firsthand. Customers appear to genuinely value the results they see, often describing their hair as healthier and more beautiful. The brand is perceived as a go-to for quality, Dominican-style hair care. However, the negative BBB rating presents a potential blind spot for the brand, suggesting a possible disconnect in handling customer service issues through all channels.

Copy Examples

• •From dull and dry to vibrant and full of life. ✨ This is the magic of nature, bottled. Our Coconut & Ginger Hair Mask is your weekly ritual for the strong, healthy hair you deserve. Tap to shop and start your own transformation.
• •Tired of harsh chemicals and empty promises? Your journey to naturally beautiful hair starts here. Made with love in the Dominican Republic, our products are powered by nature's best-kept secrets for hair growth and strength. Cruelty-free, safe, and effective. Learn more about our story.
• •Introducing our new Fortifying Hair Drops with Ginger Extract. A potent blend to stimulate your scalp and strengthen your roots. It's not just hair care; it's a commitment to your hair's future. Unlock your hair's potential today.
• •Ready for a refresh? As a valued member of the Domirie family, we want to offer you an exclusive 15% off our Coconut & Ginger 4-piece bundle. It's the perfect way to restock on your favorites and keep your hair goals on track. Thank you for trusting us with your hair.
• •Here are 3 signs your hair is begging for a rescue! 1. It feels dry and brittle. 2. You're noticing more hair fall. 3. It's lost its natural shine. Our Dominican-made hair mask is the answer. Watch it work its magic! #HairRescue #NaturalHairCare #Domirie