Brand Tone

Empowering, Authentic, and Results-Driven

Brand Values

• •Efficacy and Problem-Solving
• •Sustainability and Eco-Consciousness
• •Natural and Clean Ingredients
• •Australian-Made
• •Authenticity and Credibility

Best Practices

• •Lead with the Problem: Always frame the product as a solution by acknowledging the customer's specific hair struggle to establish empathy and relevance.
• •Weave in the "Why": Connect features to values, explaining the benefit behind ingredient choices (e.g., sulphate-free for gentle cleansing) and sustainable packaging (e.g., sugarcane tubes to protect the planet).
• •Champion "Real Results": Leverage user-generated content and testimonials across all channels, using phrases like "Join thousands of women..." and featuring direct quotes/before-and-after photos to build social proof and authenticity.
• •Maintain the Founder's Voice: Regularly reference the origin story and Natasha Jay's hairdressing expertise to convey a personal, credible voice that reinforces authenticity.
• •Use Clear, Empowering Language: Employ strong, active verbs and a positive, encouraging tone with words like "transform," "achieve," "restore," and "discover" to empower the customer as the hero of their hair journey.

Social Perception

Pump Haircare is generally perceived very positively, with customers validating claims regarding hair growth, curl definition, and blonde toning. Excellent customer service and commitment to natural ingredients/eco-friendly packaging are praised. While most reviews are glowing, some users report subjective results or product unsuitability, and there's a minor concern about potential review filtering. Overall public sentiment is trust and satisfaction, leading to loyal repeat customers.

Copy Examples

• •You're not alone. Our founder, a Sydney hairdresser, created the Pump Hair Growth range after her own struggle with thinning hair. Made in Australia with our unique BioGro™ formula, it’s a sulphate-free solution designed to give your hair the support it needs. See real results from real women.
• •Good for your hair, good for the Earth. 🌿 Every Pump tube you see here is made from eco-friendly sugarcane with a zero-carbon footprint. We believe in salon-quality results without the environmental cost. #PumpHaircare #SustainableBeauty #AustralianMade #CleanHaircare
• •Your curls are unique. Give them the gentle, hydrating cleanse they deserve with our Curly Girl Approved shampoo. This sulphate-free formula cleanses without stripping natural oils, fighting frizz and enhancing your natural curl pattern from the very first wash. Made with pure, plant-based ingredients for bouncy, healthy curls.
• •Meet Sarah! She was struggling with brassiness and dryness from colouring. The solution? Our Pump Blonde Shampoo, Conditioner, and Mask. "I've never found a purple shampoo that tones so well without drying out my hair. It's a game-changer!" Ready for your own transformation?
• •Pump Haircare wasn't born in a boardroom. It was born from founder Natasha Jay's personal struggle with hair loss. As a professional hairdresser, she knew there had to be a better way—a solution that was both effective and free from harsh chemicals. From packing orders at her dining room table to a global brand, our mission remains the same: creating pure, unique, and problem-solving haircare that delivers results you can see and feel.