Brand Tone

Empowering, authentic, supportive, relatable, encouraging, and emotional, like a knowledgeable friend sharing secrets.

Brand Values

• •Self-Acceptance and Confidence
• •Authenticity and Naturality
• •Quality and Efficacy
• •Community and Shared Experience

Best Practices

• •Lead with the 'Why': Always connect the product back to the core brand story of self-acceptance. The 'why' (empowerment) is more compelling than the 'what' (styling cream).
• •Use Empathetic Language: Acknowledge the frustrations of managing curly hair. Use phrases like 'we understand,' 'your journey,' and 'transform your relationship with your hair.'
• •Highlight the Natural & Italian Roots: Consistently mention '100% natural' and 'Made in Italy' to reinforce quality and trustworthiness. This is a key differentiator.
• •Show, Don't Just Tell: Incorporate customer testimonials and user-generated content into the copy. Let the results and the community speak for the brand.
• •Maintain a Positive and Encouraging Tone: The copy should always be uplifting. Avoid language that suggests 'fixing' flaws and instead focus on 'enhancing,' 'celebrating,' and 'unleashing' natural beauty.

Social Perception

Highly positive within its customer base, perceived as an effective, inspirational, trustworthy, and high-quality product, especially due to its 'Made in Italy' and '100% naturale' attributes. Customers feel an emotional connection to the brand's mission of empowerment.

Copy Examples

• •Your curls are not a problem to be solved. They're a masterpiece to be unleashed. Embrace your natural beauty, one curl at a time. #LeoniaHaircare #CurlyHair #SelfLove
• •Tired of fighting your frizz? Our 100% natural, Italian-made styling cream defines your curls without the weight. Swipe to see the transformation and discover the hair you were always meant to love.
• •The secret to perfect curls? It's all in the scrunch. Our styling cream gives you definition and volume that lasts. ✨ #curlyhairroutine #hairtok #leoniacurls
• •From 'lion hair' to loving my curls. My journey inspired LEONIA. Now, let's celebrate yours. Discover the secret to defined, natural curls.
• •Stop hiding your hair. It's time to let your curls shine.