Brand Tone

Sophisticated & Professional, Conscious & Caring, Innovative & Fashion-Forward, Educational & Empowering, Approachable Luxury

Brand Values

• •Sustainability & Environmental Responsibility
• •Performance & Efficacy ("Skincare for your hair")
• •Innovation
• •Cruelty-Free
• •Fashion & Artistry
• •Education

Best Practices

• •Prioritize "Skincare for Your Hair": Always frame product benefits through the lens of hair health, gentle nourishment, and high-quality ingredients, much like premium skincare. Use sophisticated, benefit-driven language.
• •Weave in Ethical Commitments: Naturally integrate mentions of cruelty-free status, OWP packaging, and sustainable sourcing. This isn't just a feature; it's a core part of the brand identity.
• •Speak with Informed Confidence: Combine professional knowledge and stylist expertise with an aspirational yet approachable tone. Avoid overly technical jargon unless explaining a specific innovation clearly.
• •Visual-Verbal Harmony: Ensure the language used matches the clean, chic, and often nature-inspired aesthetic of the brand's visuals. The copy should feel as premium and considered as the product design.
• •Engage with Passion & Purpose: Especially on social media (like LoveKMIreland), let the passion for hair, style, and the environment shine through. Use an encouraging and positive voice that builds community.

Social Perception

Highly Respected & Trusted, Ethical Leader, Premium & Luxurious, Effective, Salon Favourite

Copy Examples

• •Headline: The Planet & Your Hair Will Thank You. Body: Experience guilt-free gorgeousness with KEVIN.MURPHY. Our commitment to 100% Ocean Waste Plastic packaging and cruelty-free formulas means you can achieve runway-ready hair while caring for the Earth. #SustainableLuxury #SkincareForYourHair
• •Headline: Performance Born from Nature, Perfected by Science. Body: Like skincare for your hair, our products are weightlessly designed to deliver strength, longevity, and incredible results. Discover powerful natural ingredients and innovative formulas. #KevinMurphy #HairHealth
• •Headline: Kind to Animals. Kind to Your Hair. Body: We're proudly PETA-certified cruelty-free. Our gentle, effective formulas, rich in antioxidants and botanicals, prove that beauty doesn’t have to compromise. Choose care, choose KEVIN.MURPHY. #CrueltyFreeBeauty #LoveKM
• •Headline: From Session Stylist Secret to Your Daily Ritual. Body: Kevin Murphy’s expertise in fashion and styling is bottled for you. Achieve salon-professional looks every day with products that perform and protect. #KevinMurphyStyle #ProfessionalHaircare
• •Headline (For LoveKMIreland): Love Your Hair, Love Our Planet. Body: Join the KEVIN.MURPHY Ireland family in embracing beautiful hair that doesn't cost the earth. Our eco-conscious products deliver the results you love, responsibly. 💚 #LoveKMIreland #EcoFriendlyBeauty