Brand Tone

Aspirational, supportive, and stylishly confident, encouraging and relatable, with a modern, clean voice mirroring salon-quality. It's sophisticated and polished, yet accessible, reflecting its recent chic rebranding.

Brand Values

• •Self-Expression and Authenticity
• •Empowerment through Transformation
• •Quality and Trust
• •Cleanliness and Confidence
• •Community and Connection

Best Practices

• •Always connect product features back to the core brand value of empowerment and self-expression, e.g., instead of just saying "strong hold," say "a hold that gives you the confidence to be you all day."
• •Employ aspirational language such as "elevate," "transform," "define," and "unleash" to inspire action and a feeling of forward momentum.
• •Maintain a clean and polished voice by using clear, concise sentences, reflecting the product's salon quality and the new chic aesthetic, avoiding overly casual slang.
• •When leveraging ESPOIR TRIBE, frame it as the "producers" or "the minds behind the message" to maintain their authentic connection while positioning EXGEE as a distinct, professional brand.
• •Consistently incorporate "trust" signals by regularly mentioning the supervision by "AKROS salon" and highlighting key quality ingredients (e.g., "non-silicone," "damage-repair") to reinforce quality and justify premium positioning.

Social Perception

Largely positive, built on collaborator credibility and product quality. Customers praise effectiveness, pleasant scents, and features like non-silicone. Perceived as a trendy, creator-led brand delivering reliable, salon-level results, with its rebranding noted as a strategic move to mature with its audience.

Copy Examples

• •Style That Stays With You. Your day is full of moments. Your ambition doesn't quit, and neither should your hair. The EXGEE Hard Wax, supervised by AKROS salon, delivers a powerful hold that keeps your style locked in from the first meeting to the last train home. Define your look. Own your day. #EXGEE #LiveAsYouLike #HairStyle #MensGrooming #AkrosBeauty
• •Stuck in the same routine? Switch to a new stage. The white musk scent of EXGEE resets your mood. Salon-quality care that helps you find your new self. #EXGEE #HairTransformation #SelfCare #
• •The Foundation of a Confident You. It all starts here. Our non-silicone shampoo and damage-repair treatment, born from the expertise of AKROS, gently cleanse and deeply nourish. For hair that
• •We're evolving, just like you. EXGEE is reborn with a new look for a new chapter. More chic, same commitment to quality and the spirit of 'Live as you like.' Discover the new EXGEE. #EXGEE #Rebranding #NewChapter #JapaneseBeauty
• •Confidence, Bottled. In a world of constant change, your self-confidence is your greatest asset. EXGEE's hair care line, produced by ESPOIR TRIBE and supervised by top salon AKROS, gives you the polished look to match your professional ambitions. Elevate your daily routine. #EXGEE #ProfessionalStyle #SelfExpression #MadeInJapan