Brand Tone

Educational & Informative, Aspirational & Results-Oriented, Confident & Authoritative, Modern & Chic, Community-Focused & Relatable, Slightly Provocative/Witty

Brand Values

• •Purity & Cleanliness
• •Health & Wellbeing
• •Efficacy & Results
• •Quality & Design
• •Customer Empowerment & Education
• •Environmental Responsibility
• •Word-of-Mouth & Authenticity
• •Premium Positioning

Best Practices

• •Lead with Education, Support with Emotion: Start by clearly explaining the "why" – the problem with unfiltered water and the science behind Jolie's solution. Then, connect emotionally by highlighting the desired results (confidence, relief, beauty).
• •Emphasize "Step Zero": Consistently position Jolie as the foundational step in any beauty or wellness routine, crucial before other products are applied. This reinforces its necessity.
• •Show, Don't Just Tell (with UGC and Specifics): Leverage the power of customer testimonials, before-and-afters, and specific benefits (e.g., "reduced hair shedding by X%," "softer skin in Y days"). Mention specific contaminants filtered like chlorine and heavy metals.
• •Maintain a Premium, Clean Aesthetic in Language: Use clear, sophisticated, and positive language. Avoid overly casual slang or hype that could cheapen the brand's premium positioning. Mirror the clean, minimalist design of the product in the clarity of the copy.
• •Be Confident but Approachable: Convey authority and belief in the product's superiority ("best-in-class filtration") while remaining relatable and understanding of customer concerns by offering guarantees and educational resources. Use community-driven language when appropriate.

Social Perception

Effective Solution, High-Quality & Aspirational Product, Trustworthy & Science-Backed, Instagrammable/Trendy, Investment in Self-Care, Slight Price Concern for Some

Copy Examples

• •Headline: Stop blaming your products. It might be your water. Body: You’ve tried every cream, serum, and hair mask. But what if the secret to radiant skin and luscious hair isn’t in a bottle, but in your shower? Jolie filters out harsh chlorine and heavy metals, transforming your water into the ultimate beauty tool. Discover your ‘Step Zero’ to a better routine.
• •Headline: Your shower just got a chic upgrade. And your skin will thank you. Body: Introducing the Jolie Filtered Showerhead. More than just a pretty fixture, it’s your daily dose of purified water for visibly healthier skin and hair. Sleek design, powerful filtration. Elevate your bathroom and your beauty.
• •Headline: The reviews are in: Jolie is a game-changer. Body: Thousands are experiencing the Jolie difference – from soothed eczema to vibrant hair color that lasts. Our best-in-class filtration is clinically proven to reduce contaminants. Ready for your transformation? Try Jolie risk-free for 60 days.
• •Headline: What’s really in your shower water? Get your free report. Body: Knowledge is power. Understand the specific contaminants in your local water and how they could be affecting your skin and hair. Jolie empowers you with information and the ultimate solution for a purer shower experience.
• •Headline: Invest in your reflection. Filtered water is foundational beauty. Body: Think of Jolie as the unsung hero of your beauty arsenal. By removing impurities at the source, it makes every other product work harder. Healthier skin, resilient hair – it all starts with the water. Isn’t it time your shower did more?