Brand Tone

Nurturing, Educational, Positive, Authentic, Clean, Transparent

Brand Values

• •Scalp Health as the Foundation for Healthy Hair
• •Power of Nature & Fermentation
• •Sustainability & Ethical Practices
• •Efficacy & Results-Driven
• •Heritage & Wisdom
• •Transparency
• •Customer Well-being & Joy

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining JooY's tone (Nurturing, Educational, Positive, Authentic, Clean), key messaging points, "words we use," and "words we avoid." This ensures everyone creating content is aligned.
• •Emphasize "Benefit to the Customer" through a Caring Lens: Frame product features in terms of how they solve the customer's scalp problems and contribute to their overall well-being and confidence (joy). Instead of just saying "Contains Peppermint Oil," say "Experience the refreshing tingle of Peppermint Oil as it soothes and invigorates your scalp."
• •Weave in the "Fermented Superfoods" and "Heritage" Story Naturally: When relevant, subtly connect the product benefits back to the unique formulation approach and the inspiration behind the brand. This reinforces authenticity and uniqueness without being repetitive.
• •Maintain Positivity and Empowerment: Even when addressing problems like dandruff or hair loss, focus on the solutions and the positive outcomes JooY products can help achieve. Use uplifting and encouraging language.
• •Be Transparent and Educational: Clearly explain the benefits of key ingredients and scalp care practices. Use straightforward language that is easy to understand, reinforcing the brand's commitment to clean, effective, and trustworthy solutions.

Social Perception

Generally perceived positively as an effective problem solver, with high-quality ingredients, trustworthy and authentic, pleasant user experience, good customer engagement, and an emerging brand with potential.

Copy Examples

• •Unlock the secret to truly joyful hair: a happy, healthy scalp! ✨ Our fermented superfood blends, inspired by ancient wisdom, work deep at the roots to soothe, clarify, and revitalize. Ready for your hair to flourish? Discover the JooY difference. #JooYScalpCare #FermentedBeauty #HealthyHairJourney #RootRevival
• •Tired of scalp troubles holding your hair back? At JooY, we believe in nurturing your roots with the power of nature. Our founder, Jennifer Yen, drew from her heritage to create potent, clean formulas that bring balance and joy back to your scalp. See real results, feel the difference. Learn more & shop our Soothing Scalp Serum! [Link] #MoreJooy #ScalpHealth #CleanHairCare #RealResults
• •Kiss scalp stress goodbye! Our Soothing Scalp Serum is a concentrated blend of 8 potent fermented superfoods, including calming Aloe and balancing Rice Water. This lightweight, fast-absorbing elixir gently detoxifies, hydrates, and relieves irritation, leaving your scalp feeling serene and your hair ready to thrive. Because a joyful scalp means joyful hair.
• •Your Scalp Deserves a Spa Day (Inspired by Nature’s Best!)
• •Scalp SOS? 🆘 ✨ JooY to the rescue! Our Resurfacing Scalp Serum gently exfoliates with fermented goodies. Say bye to buildup & hello to happy roots! #JooYHair #ScalpTok #HealthyScalp #FermentedSkincareForHair #CleanBeauty