Brand Tone

Professional & Experienced, Approachable & Helpful, Promotional & Informative, Passionate

Brand Values

• •Heritage & Experience
• •Quality & Professionalism
• •Customer Focus
• •Passion for the Industry
• •Accessibility

Best Practices

• •Always Weave in Experience: Subtly or directly reference the 'dal 1972' heritage where appropriate. This reinforces trust and authority (e.g., 'With our 50 years of experience, we recommend...').
• •Balance Professionalism with Approachability: Use clear, correct language befitting experts, but maintain a friendly, helpful, and not overly technical tone, especially when addressing a broader consumer base. Use emojis judiciously on informal platforms like Instagram.
• •Be Solution-Oriented and Empowering: Frame product descriptions and advice around solving customer problems or helping them achieve their beauty goals (e.g., 'Achieve vibrant, long-lasting color with...' instead of just listing features).
• •Maintain an Authentic Italian Flair (Subtly): While the main communication might be in Italian (or English for wider reach), small, authentic touches that reflect its Italian roots can add charm, if appropriate for the target audience. The brand name 'In Testa' itself carries this.
• •Consistency Across Channels: Ensure the core messages of experience, quality, and passionate customer support are echoed from the website's 'About Us' page to social media posts and email marketing. Develop a simple style guide for reference.

Social Perception

Positive (Generally), Trusted Supplier, Areas for Improvement, Local Presence

Copy Examples

• •Headline: 50+ Years of Hair Expertise, Delivered to Your Door. In Testa dal 1972. Body: Trust the professionals who've been at the forefront of Italian hair and beauty since 1972. EDP Shop brings you the best salon brands and expert advice. Shop now for passion you can feel. Call to Action: Discover Our Legacy of Quality
• •Headline: Salon-Perfect Hair Starts Here. Professional Brands, Expert Support. Body: Whether you're a seasoned stylist or a beauty enthusiast, EDP Shop offers the premium products and know-how you need. From L'Oréal to Olaplex, unlock your hair's potential. Call to Action: Shop Professional Haircare
• •Headline: SOS Damaged Hair? We've Got the Professional Solution! Body: With decades of experience, In Testa dal 1972 knows hair. Explore our curated collections for repair, color care, and styling, backed by expert advice. Let us help you love your hair again. Call to Action: Find Your Hair Rescue Kit
• •Headline: Passionate About Beauty? So Are We! ✨ #InTestaDal1972 Body: Join the EDP Shop family! For over 50 years, we've shared our passion for hair and beauty with professionals and clients alike. What are your go-to products? Share below! 👇 Call to Action: Explore New Arrivals
• •Headline: Your Pescara & Montesilvano Beauty Hub! In Testa dal 1972. Body: Visit our stores for personalized advice, professional training, and the best in hair and beauty supplies. Or shop online 24/7 at edp-shop.it – your local experts, always here for you. Call to Action: Find Our Stores | Shop Online