Brand Tone

Educational, Empowering, and Scientific

Brand Values

• •Efficacy through Science
• •Education and Empowerment
• •Focus on Tightly Coiled Hair
• •Natural Ingredients
• •Authenticity and Community

Best Practices

• •Lead with Education: Always aim to teach something. Whether it's a social media tip or a product description, frame the content around providing valuable, science-backed information. This reinforces the brand's core value of education.
• •Use Empowering Language: Employ words that inspire confidence and self-acceptance. Phrases like "embrace your texture," "love your hair," and "unlock your curl potential" align with the brand's mission to help customers feel good about their natural hair.
• •Reference the Science: Casually mention the "evidence-based approach," "cosmetic science," or the specific function of a key ingredient. This doesn't need to be overly technical, but it consistently reminds the audience of the brand's scientific authority.
• •Tell the Founder's Story: Periodically weave Dr. Walker's journey and motivation into the narrative. This personal touch builds authenticity and connection, reminding customers that the brand was born from a genuine need shared by its community.
• •Speak Directly to the Target Audience: Use language that acknowledges the specific challenges and goals of those with tightly coiled (Type 4) hair, such as "prone to breakage," "moisture retention," and achieving "definition without the crunch." This shows a deep understanding and builds a loyal following.

Social Perception

Overwhelmingly positive. Customers perceive the brand as high-quality, effective, trustworthy, and authoritative, primarily due to the founder's scientific background. Products are seen as premium, providing great definition and softness for tightly coiled hair.

Copy Examples

• •Stop the guesswork. Your coils deserve solutions backed by science, not just trends. Our founder, Dr. Susan Walker, breaks down the truth about glycerin and what your hair *really* needs for lasting moisture. Ready for your breakthrough? Tap the link in our bio to read the full article on the blog. #EarthtonesNaturals #ScienceOfCurls #HairEducation #Type4Hair
• •Tired of moisturizers that sit on top of your hair? The Curl Quench Coconut Moisture Milk is formulated to penetrate the hair shaft, not just coat it. Using an evidence-based blend of coconut oil, jojoba oil, and hydrolyzed proteins, this lightweight milk delivers deep hydration for soft, supple, and responsive curls. Kiss dryness and breakage goodbye. Your journey to healthy, moisturized hair starts here.
• •Subject: The #1 Mistake You're Making with Your Leave-In Conditioner
• •Headline: Love Your Coils. Understand Them First. Body: Frustrated with products that don't deliver? Earthtones Naturals was created by a Trichologist specifically for the needs of tightly coiled hair. We combine nature with science to create effective, evidence-based formulas that work. Experience the definition, moisture, and health your hair has been missing. Shop the collection now.
• •BEYOND THE BOTTLE: A MASTERCLASS ON LENGTH RETENTION. Join Dr. Susan Walker for a live workshop and learn the science-backed techniques to finally see the growth you're working for. Spots are limited. Reserve yours now.