Brand Tone

Hismile's brand tone is a dynamic blend of Trendy, Energetic, and Aspirational, avoiding sterile clinical language. It is heavily influenced by social media, characterized as youthful, viral, confident, bold, approachable, and fun, positioning oral hygiene as an enjoyable beauty/lifestyle choice.

Brand Values

• •Innovation & Disruption
• •Confidence
• •Accessibility
• •Social Proof & Community

Best Practices

• •Lead with the Feeling, Not Just the Feature: Focus on the end benefit: confidence, a smile you love, or making brushing fun. The science (PAP+) is a supporting reason to believe, not the primary headline.
• •Embrace the Hype: Use social-native language like "viral," "trending," and "seen on TikTok" to lean into the brand's reputation and build FOMO (Fear Of Missing Out). This shows you are culturally relevant.
• •Keep it Simple and Scannable: Use short sentences, bullet points, and emojis. The target audience consumes content quickly, so the copy must be direct and easy to digest, especially on mobile.
• •Turn "Oral Care" into "Smile Care": Consistently use language that frames the products as part of a beauty or self-care routine, not a medical or dental chore. Words like "glow up," "routine," and "treat" work well.
• •Proactively Address Skepticism: Acknowledge the "magic" of the products but briefly and simply explain the "how" (e.g., "It’s not magic, it’s color theory"). This helps build trust and educates customers on what to expect, potentially reducing negative reviews from mismatched expectations.

Social Perception

Public perception of Hismile is highly polarized, largely due to its viral social media presence. Supporters praise it as a game-changer making teeth whitening accessible, painless, and enjoyable, with popular unique flavors. Critics often label it an overhyped "TikTok scam," questioning whitening results, misunderstanding the V34 serum's function, and citing issues with shipping or customer service. The brand has also faced complaints regarding unsubstantiated claims.

Copy Examples

• •It’s not magic, it’s just color science. ✨ Our V34 Colour Corrector instantly cancels out yellow tones for a brighter, whiter-looking smile. No sensitivity, just results. Tap the link to get yours! #hismile #v34 #teethwhitening #viralbeauty
• •We reinvented whitening with our groundbreaking PAP+ formula. Get professional-level results from your couch, without the painful side effects of peroxide.
• •Tired of boring mint? Imagine starting your day with Mango Sorbet or creamy Coconut Whip. Our flavored toothpastes are packed with our fluoride+ formula to protect your teeth, while making brushing the best part of your day. Treat yourself.
• •The best accessory is a smile you love to share. We’re here to make sure you feel good about yours, every single day. #HismileConfidence #SmileCare
• •Wondering how it works? Our PAP+ formula uses a trio of powerful ingredients to gently lift stains without releasing free radicals, which are the culprits behind sensitivity and enamel damage in traditional whitening. In just 30 minutes, you can safely break down stains and reveal a brighter smile. Simple, safe, and effective.