Brand Tone

Professional, Confident, and Passionate.

Brand Values

• •Professional Craftsmanship
• •Quality and Performance
• •Innovation
• •Sustainability and Responsibility
• •Empowerment

Best Practices

• •Lead with Professional Authority: Always frame the narrative from a place of expertise. Use phrases like "Engineered by stylists," "Our salon expertise," and "Advanced technology" to reinforce that the products are created by people who understand hair intimately.
• •Focus on Benefits, Not Just Features: While mentioning the technology (e.g., "ionic generator") is important, immediately translate it into a tangible benefit for the user (e.g., "...for a flawless, frizz-free finish").
• •Use Confident and Empowering Language: Employ strong, active verbs and a confident tone. Words like "master," "transform," "unleash," and "discover" empower the customer, making them feel capable of achieving professional results.
• •Weave in the Danish Heritage: Mentioning the brand's Danish roots adds a layer of sophistication, quality, and minimalist design appeal. Phrases like "Danish craftsmanship" or "Scandi design" can elevate the brand perception.
• •Maintain a Premium Voice: Avoid slang, overly casual language, or aggressive sales tactics (e.g., "Flash Sale! 50% off!"). The tone should reflect the premium quality of the products. Let the performance, quality, and long-term value (like the 5-year warranty) be the core selling points.

Social Perception

high-end, reliable, and aspirational

Copy Examples

• •Master Your Style. Not Your Schedule. Ready in under 10 seconds, the HH Simonsen Infinity Styler puts professional power in your hands. Engineered by stylists with ceramic Teflon-coated plates, it glides through hair for a flawless, frizz-free finish that lasts. Stop fighting your hair. Start styling it.
• •It's not just a brush. It's the end of bad hair days. Our Wonder Brush, with its unique Smartflex bristles, detangles without a single snag or split. This is the first step to the healthy, glossy hair you deserve. Are you ready for the #HHSimonsen experience? #WonderBrush #Haircare #ProfessionalGrade
• •Bring your hair back to life. Our Repair Shampoo is more than a cleanser—it's a reconstruction. Formulated with potent keratin and amino acids, it rebuilds each strand from the inside out, restoring the strength and energy lost to heat and coloring. This is a rescue mission in a bottle.
• •Your 5-Year Guarantee of Great Hair Days. Investing in your hair should be a long-term relationship. That's why our professional styling tools are built to last and backed by a 5-year warranty. Discover the HH Simonsen difference—where Danish craftsmanship meets cutting-edge technology.
• •Used by Professionals. Loved by Hair. HH Simonsen. Effortless styling. Lasting health. The Danish secret to beautiful hair is out. Shop the collection on Total Beauty.