Brand Tone

Professional, Expert, Trustworthy, Traditional, Caring, Conscious, Innovative, Direct, and Informative

Brand Values

• •Quality
• •Tradition & Experience
• •Innovation & Research
• •Customer Focus
• •Naturalness & Responsibility
• •Expertise

Best Practices

• •Emphasize Heritage and Expertise: Consistently weave in the "Made in Germany" quality, the long family tradition (80+ years), and scientific backing in product descriptions, 'About Us' sections, and marketing materials. This reinforces trustworthiness and authority.
• •Highlight Ethical Commitments: Regularly mention vegan, cruelty-free, dye-free, and dermatologically tested attributes where applicable. Showcase sustainable practices to appeal to conscious consumers and reinforce the caring aspect of the brand.
• •Maintain a Professional yet Accessible Voice: Use clear, informative language that explains the benefits and science behind the products without being overly technical or alienating. The tone should be knowledgeable but also welcoming.
• •Focus on Solutions and Results: Frame product benefits around solving specific hair concerns (e.g., defining curls, caring for sensitive scalps, achieving vibrant color) and the tangible, positive results customers can expect.
• •Ensure Visual Consistency: Use high-quality imagery and a clean, professional design across all platforms (website, packaging, any future social media) that reflects the premium nature of German-made products and the brand's established heritage.

Social Perception

Customers perceive the brand as a provider of high-quality, effective hair care products. The "Made in Germany" label and long family tradition contribute to a perception of reliability and trustworthiness. The commitment to vegan and natural ingredients appeals to ethically and health-conscious consumers. Users appreciate the fast delivery and good packaging.

Copy Examples

• •Headline: Decades of German Expertise, Bottled for Your Hair. Body: Experience the C:EHKO difference. Over 80 years of family tradition and cutting-edge research, bringing you vegan, salon-quality hair care for visibly beautiful results. Discover your hair's true potential.
• •Headline: KEEN HAIR: German Precision for Salon-Perfect Styles, Every Day. Body: Trust in generations of hair mastery. KEEN combines high-quality, "Made in Germany" ingredients with innovative formulas. For hair that doesn’t just look good, it feels incredible.
• •Headline: Naturally Radiant, Responsibly Made. Meet Überwood. Body: Embrace the power of nature with Überwood. Our pine-extract cosmetics are vegan, cruelty-free, and crafted with sustainability in mind. Gentle care, powerful results – because true beauty is conscious.
• •Headline: Your Hair, Our Passion. The EWALD Family Promise. Body: For over 90 years, the EWALD Family has been dedicated to exceptional hair cosmetics. From professional salon solutions to natural at-home care, we deliver innovation and quality you can feel. Explore our brands and find your perfect match.
• •Headline: Tired of Compromise? Get Professional Results with C:EHKO Forming. Body: Shape, define, and transform your hair with confidence. Our dermatologically tested, vegan formulas deliver lasting styles without compromise. German engineering for your best look yet.