Brand Tone

aspirational, scientific, and caring

Brand Values

• •Innovation
• •Customer-Centricity
• •Quality & Efficacy
• •Community-Driven

Best Practices

• •Lead with Science, Follow with Beauty: Always ground the marketing claims in the technology and specific ingredients of the products first. This builds authority. Then, connect these scientific benefits to the desired aesthetic results (shine, softness, strength).
• •Embrace "Brilhosidade": Continue using playful, unique, and positive Portuguese words like "Brilhosidade." This creates a memorable and ownable brand word that is both fun and descriptive of the end benefit.
• •Leverage the Expert: Continuously feature and reference the collaboration with Carol Kyoko. Her title as a trichologist is a powerful trust signal that reinforces the brand's scientific and caring values.
• •Speak Directly to the Brazilian Consumer: Regularly include language that acknowledges the unique characteristics and challenges of Brazilian hair. This shows empathy and reinforces the brand’s customer-centric value of being "desenvolvidos especialmente para atender as necessidades dos cabelos das brasileiras."
• •Maintain a Clean and Premium Aesthetic: The visual branding across all platforms should remain clean, bright, and professional. High-quality imagery of products and healthy hair reinforces the premium, technologically advanced positioning of the brand.

Social Perception

The brand is perceived as positive, credible, and desirable, largely due to its association with trichologist Carol Kyoko. Customers view it as a high-quality, effective, and almost professional-grade solution for at-home hair care, with favorable reviews praising product effectiveness.

Copy Examples

• •Unlock the secret to radiant hair. ✨ Our PROQUINOA HQ technology repairs from the inside out, while Bio Acetum Apple seals in shine. Your hair, stronger and more brilliant than ever. #Kiwilabs #HairCareTech #Brilhosidade
• •Feito para o seu cabelo. Inspirado pelo mundo. 🌎 Stop compromising. Kiwilabs brings global hair care technology to Brazil, designed specifically for your hair's needs. Discover the line co-developed with trichologist @CarolKyoko and transform your routine. Shop now for 10% off your first order!
• •Myth #3 is a shocker! 🤯 But don't worry, our Anti-Porosidade line has the tech to fix it. Link in bio to learn the science! #HairMyths #Kiwilabs #HealthyHair #CarolKyoko
• •Experience the Kiwilabs Transformation. Advanced, trichologist-approved formulas for hair that doesn't just look good, but feels deeply nourished. Welcome to the future of hair care. #CienciaParaCabelo
• •Is your hair truly hydrated, or just coated? Hi [Name], many products offer a temporary fix. At Kiwilabs, we go deeper. Our Hydra Matrix line uses a 3D Algae Matrix to deliver lasting hydration and strength. See the science-backed difference for yourself. Your hair will thank you.