Brand Tone

Passionate and knowledgeable; professional yet highly approachable, communicating like a seasoned and trusted friend in the detailing community, enthusiastic and helpful.

Brand Values

• •Innovation and Performance
• •Quality and Efficacy
• •Accessibility and Ease of Use
• •Community and Passion
• •Customer-Centricity

Best Practices

• •Speak from passion, not just a script, addressing fellow enthusiasts and framing benefits around pride and satisfaction.
• •Balance technical details with simple, user-focused benefits to ensure accessibility for all skill levels.
• •Use "you" and "we" to create a personal, inclusive feel, reinforcing the idea of a shared community.
• •Show, don't just tell, by prioritizing high-quality visuals and user-generated content to demonstrate product effectiveness and build authenticity.
• •Be a helpful resource by offering tips, answering questions, and creating educational content to build trust and position the brand as a knowledgeable leader.

Social Perception

Perceived as a reputable and innovative brand that consistently delivers on its promises. It is seen as a high-quality, reliable, and authentic choice offering excellent value and ease of use, fostering strong customer loyalty.

Copy Examples

• •Don't Just Wash Your Car. Protect It. Weekend forecast: 100% chance of extreme gloss. Our Synergy Ceramic Wax isn't just about a mirror shine; it's a shield for your paintwork. Formulated in our lab for insane water beading and up to a year of protection, yet it's as easy to apply as your favorite show wax. Ready to see the difference? Tap to shop. #InfinityWax #CeramicCoating #CarDetailing #ProtectYourRide
• •Professional Grade Protection, No Professional Required. Meet Synergy 2: the next evolution in our legendary coatings range. We engineered it for twice the durability and an even easier application process. Made from a high-content polysilazane resin, Synergy 2 creates a durable, glossy, and incredibly hydrophobic layer that protects your vehicle from the elements for up to 2 years. Best of all? It's designed for a flawless, outdoor-friendly application, making it the perfect choice for DIY enthusiasts and seasoned pros alike.
• •Tired of Complicated Car Care? We Were Too. That's why we created Infinity Wax. Pro results, simplified. See what's new...
• •Your Weekend Shine, Delivered by You. Nothing gets us more fired up than seeing the results you achieve. From daily drivers to garage queens, the passion of the Infinity Wax community is what drives us forward. Tag us in your latest detail or drop a photo in the comments below—we want to see what you're working on! #InfinityWaxFamily #CustomerSpotlight #CarCareCommunity
• •Dirty wheels? Watch this. Our Incinerate wheel cleaner melts away brake dust. See that? It's working. And... gone. Seriously satisfying. Get yours at infinitywax.ca. #WheelWednesday #DetailingHacks #SatisfyingClean