Brand Tone

Trendy & Aspirational: Informal, confident, heavily steeped in current internet and Gen Z slang. The voice is that of a trend-savvy older sister or friend who is in the know about the latest styles.

Brand Values

• •Confidence & Self-Expression: Empowering customers with high-quality hair to feel confident and embody their desired aesthetic.
• •Premium Quality: Commitment to high-grade, luxurious, and long-lasting products (RAW HURR, VIRGIN HURR).
• •Trend-Consciousness: Staying at the forefront of fast-moving beauty trends using timely language and seasonal styles.
• •Accessible Aspiration: Making aspirational, premium products financially accessible through options like 'BUY NOW PAY LATER WITH KLARNA'.

Best Practices

• •Speak the Language: Continue using a lexicon of current, relevant slang ('era,' 'it's giving,' 'the girlies,' 'sis,' 'secure the look'). Create an internal guide of on-brand terms and emojis (e.g., ✨, 🚨, 🔥, 😮‍💨) to ensure consistency across all platforms and communications.
• •Lead with the Feeling, Justify with the Facts: Start marketing copy with the desired emotion or vibe (e.g., 'unmatched confidence,' 'the ultimate glam'). Immediately follow with the product features that deliver that feeling (e.g., '100% raw hair,' 'HD lace for a perfect melt').
• •Foster the Community: Frame marketing around the community. Use inclusive language like 'the girlies' and 'sis.' Consistently promote the `#HALLOFHURR` hashtag to turn customers into brand ambassadors and make user-generated content a cornerstone of the marketing strategy.
• •Balance Aspiration with Attainability: Showcase luxurious, high-end hairstyles and visuals, but always pair them with messaging about accessibility, such as sales promotions and the availability of Klarna. This reinforces the idea that a premium look is within reach.
• •Amplify Customer Voices: Let customer testimonials and captions drive the narrative. Reposting a customer’s enthusiastic comment or video is more powerful than branded content alone. Use their authentic excitement as proof of the brand's promise.

Social Perception

Curated & Community-Centric: Perceived as an aesthetic authority for the 'Instagram baddie' or 'soft glam' look, cultivated through high-quality visuals and user-generated content. Customers are part of an exclusive community, where features like #HALLOFHURR serve as social validation.

Copy Examples

• •It’s giving… a whole new era. ✨ Meet the RAW Vietnamese Straight bundles. Silky, seamless, and made for the girls who don’t do basic. Your obsession-worthy hurr has officially landed. Tap the link in bio before it sells out. 🥵 #ItsGivingHurr #RawHair #HairGoals
• •🚨 Final Hours: 40% OFF Is Almost Over 🚨 Your cart is waiting, sis. Don’t miss out on the look you’ve been dreaming of.
• •Your Main Character Energy Starts Here. | Shop Premium Raw & Virgin Hair | Pay later with Klarna.
• •Ready for a look that serves, effortlessly? Our Bodywave HD Lace Wig is crafted from 100% virgin hair for a flawless melt and a natural, voluminous flow. This isn't just hair, it's an attitude. Designed for maximum style with minimum shedding, so you can focus on being the center of attention.
• •OKAY, SIS! 😍 @(creator) understood the assignment and then some! She’s rocking our Virgin Straight Bundles (26"). We're obsessed! 🔥 Tag #ItsGivingHurr for a chance to be featured!