Brand Tone

Professional & Authoritative, Friendly & Approachable, Aspirational & Solution-Oriented, Trustworthy & Authentic, Value-Conscious

Brand Values

• •Quality & Authenticity
• •Customer Centricity
• •Expertise
• •Accessibility
• •Trust

Best Practices

• •Develop a Brand Voice Guide: Document the identified tones (Professional, Authoritative, Friendly, Approachable, Aspirational, Solution-Oriented, Trustworthy) with examples of do's and don'ts. This ensures anyone writing copy understands the desired voice.
• •Prioritize "Professional & Trustworthy" as the Foundation: While being friendly and approachable, always ensure the core message conveys expertise and the authenticity of the products. Avoid overly casual slang or humor that might undermine this.
• •Balance Aspiration with Achievable Solutions: Showcase beautiful hair and desired outcomes, but always link them back to specific products and practical advice. Make the "dream hair" feel attainable with the solutions offered.
• •Engage with a Helpful and Positive Attitude: In all communications, especially social media and customer service, maintain a consistently friendly, helpful, and solution-focused demeanor. Address concerns professionally and empathetically.
• •Incorporate "Authenticity" and "NZ Owned" Subtly but Consistently: Weave in reminders that products are genuine and that the business is local. This builds trust and a connection with the New Zealand market. For instance, "Your trusted NZ source for genuine L'Oréal Professionnel."

Social Perception

Reliable Retailer, Good Product Range, Efficient Service, Go-To for Salon Brands, Value Provider

Copy Examples

• •Headline (Professional & Solution-Oriented): Tired of Frizz? Discover Your Official Kérastase Solution for Smooth, Sleek Hair. Expert-Recommended, Salon-Quality Results Delivered.
• •Social Media Post (Friendly & Engaging): ✨ Hair Goals Alert! ✨ What's your biggest hair challenge right now? Drop a comment below 👇 and let our experts (and amazing community!) share some love and top tips! P.S. Did you see our latest Olaplex arrivals? 😉 #HaircareMarketNZ #HealthyHairJourney #AskTheExperts
• •Email Subject Line (Aspirational & Value-Conscious): Unlock Radiant Hair + Exclusive Savings Inside! Your Favourite Professional Brands Await.
• •Product Description Snippet (Authoritative & Trustworthy): As an official Redken stockist, we guarantee 100% authentic All Soft Shampoo. Formulated with argan oil, it provides 15x more conditioning, strengthening your hair's core. Trust the professionals, trust Haircare Market.
• •Website Banner (Friendly & Accessible): Hello Gorgeous! 👋 Your Best Hair Day Starts Here. Shop NZ's Favourite Salon Brands with Fast, Friendly Delivery. #OfficialStockist