Brand Tone

Youthful & Trendy, Confident & Bold, Approachable & Fun, Aspirational & Lifestyle-Oriented, Educational (Simplified Science)

Brand Values

• •Innovation
• •Accessibility & Convenience
• •Efficacy (Claimed)
• •Safety
• •Community Building
• •Customer Focus (Claimed)

Best Practices

• •Stay Youthful, Be Authentic: Continue using vibrant language and visuals that resonate with Gen Z and Millennials. However, balance trendiness with genuine product information to build more trust, especially given recent criticisms. Avoid overly exaggerated claims that can be perceived as inauthentic.
• •Emphasize Smile Care Holistically: While whitening is key, broaden the narrative to encompass overall oral well-being and the joy of a healthy, confident smile. This can be achieved by highlighting the variety of products (like flavored toothpastes that make routines fun) and their benefits beyond just aesthetics.
• •Visually Driven Storytelling: Maintain a strong visual identity across all platforms. Use high-quality images and videos that are bright, engaging, and aspirational. Showcase real people (alongside influencers) enjoying the confidence that comes with their Hismile results, but ensure User Generated Content is clearly marked and ethically sourced.
• •Engage and Build Community: Actively respond to comments and messages on social media in a friendly, approachable, and helpful manner. Foster a sense of community by encouraging UGC (with clear guidelines and permissions) and featuring customer stories. This can help humanize the brand.
• •Transparent Communication (Especially Regarding Efficacy): Given the mixed reviews and legal scrutiny, be clearer and more transparent about what products can realistically achieve. Manage expectations by being precise with language (e.g., helps reduce the appearance of yellow tones vs. eradicates all stains instantly). If using science-backed claims, ensure the science is easily accessible and understandable, and ideally from independent sources where possible. Acknowledge that results can vary.

Social Perception

Influencer-Driven Hype, Mixed Effectiveness, Trendy and Modern, Concerns about Transparency and Advertising, Price vs. Value

Copy Examples

• •Focus: Gentle Whitening (Instagram Story Ad) (Visual: Close-up of someone smiling confidently, teeth looking naturally brighter. Small text overlay: PAP+ Formula) Headline: Sensitive teeth? Smile brighter, without the ouch. Body: Our PAP+ formula whitens effectively while being gentle on your enamel. Get the glow, ditch the sensitivity. ✨ CTA: Swipe Up to Shop Gentle Whitening!
• •Focus: V34 Colour Corrector - Quick Fix (TikTok Ad - Fast Paced Video) (Visual: Quick cuts showing coffee/wine, then someone brushing with V34, revealing instantly brighter (less yellow) teeth. Upbeat, trending audio.) Text Overlay: Coffee stains? ☕ Bye, yellow! 👋 Hello, brighter smile! Voiceover (Energetic): Don't let yellow tones dull your sparkle! Hismile's V34 Colour Corrector uses colour science to instantly cancel out yellowness. Brush, rinse, and reveal a brighter you! #Hismile #V34Magic #SmileCorrection CTA: Link in bio to try V34!
• •Focus: Fun Flavored Toothpaste (Instagram Carousel Ad) (Visuals: Each slide showcases a different vibrant toothpaste flavor with fun graphics - e.g., mango, peach, coconut.) Headline: Brushing just got a LOT more exciting. 🥭🍑🥥 Body (Slide 1): Tired of boring mint? So were we. Body (Slide 2 - Mango): Escape to the tropics with Mango Sorbet! Body (General): Discover your new favorite Hismile toothpaste flavour. Effective cleaning, epic taste. What will you try first? CTA: Tap to Explore Flavours!
• •Focus: Confidence & Lifestyle (Facebook Ad - Image of diverse group of friends laughing) Headline: Your brightest smile is your best accessory. Body: Life’s better when you’re smiling. Hismile gives you the confidence to shine in every moment. Explore our range of innovative smile care, designed for results you can see and feel. CTA: Discover Your Confidence with Hismile.
• •Focus: Problem/Solution - Addressing a common pain point (Website Banner) Headline: Instant Doesn't Have to Mean Harsh. Body: Experience the Hismile difference. Our Research Centre develops innovative smile care that prioritizes both effectiveness and safety, so you can work towards your smile goals confidently. Explore products backed by our community. CTA: Learn About Our Science.