Brand Tone

clinical, educational, and aspirational

Brand Values

• •Efficacy and Performance
• •Quality and Purity
• •Expertise and Authority
• •Customer Empowerment

Best Practices

• •Lead with Science, Follow with Aspiration: Start with the "what" (e.g., Retinol, Vegan Protein) and immediately connect it to the "why" (e.g., timeless skin, flawless hair). This balances the clinical and aspirational tones.
• •Use an Educated Vocabulary: Employ terms like "formulated," "efficacious," "cellular level," "synergistically," and "potency" to reinforce the brand's scientific authority.
• •Maintain a Clean & Uncluttered Voice: Just like the visual branding, the copy should be direct, concise, and sophisticated. Avoid slang, overly casual language, or excessive exclamation points.
• •Speak to Two Audiences (When Necessary): Clearly segment messaging for the end-consumer (skincare) and the professional (hair care). The consumer copy should focus on personal results and experience, while the professional copy should emphasize client satisfaction, salon reputation, and technical performance.
• •Emphasize Quality Markers: Consistently mention key value propositions like "Vegan," "Cruelty-Free," "High-Performance," and "Science-Backed" across all platforms to build them into the core brand identity.

Social Perception

high engagement and trust; for skincare consumers: a high-end, trustworthy source for effective, science-driven skincare; for hair professionals: a reliable supplier of innovative and quality professional treatments.

Copy Examples

• •Your Daily Dose of Radiance. Don't just brighten your skin, transform it. Our Vitamin C Glow Serum is a potent, high-performance formula designed to target dullness, even out skin tone, and deliver an unmistakable lit-from-within glow. Science-backed, vegan, and formulated for results.
• •Age with Grace. Repair with Science. Fine lines and wrinkles are a part of your story, but they don't have to be the main character. Our Retinol Repair Fluid works at a cellular level to accelerate skin renewal and visibly reduce the signs of aging. Experience the future of medical beauty.
• •The Professional's Choice. The Client's Dream. Elevate your artistry with our curated collection of professional keratin and protein treatments. We provide the innovative, high-performance products that deliver the flawless results your clients demand. Partner with FRANÇA & SMITS and redefine hair excellence.
• •Subject: Inside: The Truth About Hyaluronic Acid Body Preview: Not all hydrators are created equal. We break down the science behind our multi-molecular Hyaluron Hydrating Mist and why it's the key to truly quenched skin.
• •Your Complete Ritual for Lasting Results. Maintain and enhance your in-salon results or skincare routine with our expertly curated Home Care Kit. This collection of high-performance essentials works synergistically to ensure your hair (or skin) remains vibrant, healthy, and beautiful between appointments. It's not just maintenance; it's a commitment to lasting excellence.