Brand Tone

modern, tech-focused, and aspirational

Brand Values

• •Innovation and Technology
• •Accessibility and Affordability
• •Performance and Quality
• •User-Centric Design

Best Practices

• •Lead with the Benefit, Support with the Tech: Start with what the user gains (e.g., "Get a salon-perfect blowout at home"), then briefly explain the technology that makes it possible (e.g., "thanks to our high-speed motor and ionic technology").
• •Use a Modern and Clean Vocabulary: Employ words like "intelligent," "minimalist," "powerful," "efficient," and "innovative." Avoid overly casual slang or, conversely, overly technical and academic language.
• •Emphasize Speed and Quietness: These are two of the most consistently praised and tangible benefits. They should be a recurring theme in headlines and body copy to address common user pain points.
• •Maintain a Confident but Not Arrogant Tone: The brand is a disruptor. The copy should reflect confidence in its products' superiority and value proposition without being dismissive of the competition. Phrases like "The smart alternative" or "Experience the difference" work well.
• •Keep it Visually and Textually Minimalist: Just as the product design is clean and uncluttered, the copy should be as well. Use short sentences, clear headings, and sufficient white space to let the message and product imagery stand out. This reinforces the brand's modern, high-tech identity.

Social Perception

The brand is perceived as a smarter, more affordable alternative to premium brands like Dyson. It is seen as high-tech and stylish, offering effective results that are gentle on hair. There are some mixed concerns regarding durability.

Copy Examples

• •The revolution in your hair routine has arrived. Laifen: drying in half the time, double the shine. Discover the power of 110,000 rpm.
• •Say goodbye to endless noise and heat damage. The Laifen hair dryer with intelligent temperature control protects your hair while drying it in record time. Your hair has never been so silky and healthy.
• •At the heart of every Laifen is a brushless motor that spins at 110,000 rpm to create a precise and powerful airflow. Combined with negative ion technology, it eliminates frizz and seals the hair cuticles for a flawless, salon-like finish every day.
• •Don't just dry your hair. Transform it. Laifen combines cutting-edge technology with minimalist design to elevate your daily routine. Experience the perfect blend of power, style, and hair care.
• •Why pay more for superior technology? Laifen offers the performance of premium brands at a price that makes sense. Get faster drying, less noise, and healthier hair. Make the smart choice.