Brand Tone

Authoritative and Expert, Luxurious and Exclusive, Confident and Bold, Transformative and Empowering, Passionate and Personable

Brand Values

• •Excellence and Quality
• •Expertise and Innovation
• •Luxury and Exclusivity
• •Transformation and Empowerment
• •Authenticity and Legacy
• •Inclusivity (emerging)

Best Practices

• •Embrace Authority with Confidence: Use declarative statements and language that conveys deep expertise. Refer to Elgin Charles' titles ("Emperor of Hair," "King of Hair") where appropriate to reinforce his established authority.
• •Infuse Luxury Through Language: Employ sophisticated vocabulary and descriptive words that evoke a sense of opulence, exclusivity, and high quality (e.g., "revolutionary," "signature," "mastery," "radiant," "bespoke").
• •Focus on Transformation and Empowerment: Highlight the "before and after" benefits, emphasizing not just the aesthetic improvement but also the boost in confidence and the feeling of being "Elginized."
• •Maintain a Personal Touch (when appropriate): While luxurious, allow Elgin Charles' passion and personality to come through, especially in direct communications or social media. Use "I" and "we" to connect with the audience on a more personal level, reflecting his direct engagement seen on platforms like TikTok.
• •Be Bold and Unapologetic: Reflect the brand's confidence in its offerings and its established place in the industry. Avoid overly modest or hesitant language. The brand knows its worth and isn't afraid to state it.

Social Perception

Elgin Charles Beverly Hills is widely perceived as a high-end, expert-driven brand synonymous with celebrity hairstyling and luxurious hair transformations. Elgin Charles himself is viewed as a legendary and pioneering figure in the beauty industry, particularly for his work with diverse hair textures and his long-standing presence in Beverly Hills. His reality TV show, "Beverly Hills Fabulous," cemented his image as a personality with expertise and a flair for the dramatic, yet fundamentally dedicated to his craft. Customers and followers generally trust his expertise and the quality of his products, especially the specialized treatments like Keratin Botox, which are often highlighted for their effectiveness in managing and beautifying hair. There's an aspirational quality to the brand, associated with glamour, success, and the confidence that comes from beautiful hair.

Copy Examples

• •Elgin Charles Beverly Hills: Where Hair Becomes Art. Experience the Emperor of Hair's Signature Touch.
• •Unleash your hair's ultimate potential. Our revolutionary Keratin Botox treatment, personally developed by Elgin Charles, delivers unparalleled softness, manageability, and radiant shine. Embrace the freedom of effortlessly beautiful hair. Get #Elginized.
• •From challenged to breathtaking. ✨ Witness the power of true hair mastery at Elgin Charles Beverly Hills. It's more than a style, it's a statement. #ElginCharles #BeverlyHillsSalon #HairTransformation #LuxuryHair #ConfidenceRestored
• •An Exclusive Invitation: Discover Your Most Fabulous Hair with Elgin Charles.
• •For over 25 years, Elgin Charles, the 'Emperor of Hair,' has been sculpting confidence and defining beauty from his iconic Beverly Hills salon. We believe in the transformative power of expert hair care, delivering unparalleled results and a touch of luxury with every service.