Brand Tone

Aspirational, Scientific, and Reassuring

Brand Values

• •Innovation and Efficacy
• •Empowerment through Confidence
• •Premium Quality and Care
• •Customer-Centricity

Best Practices

• •Lead with the 'Why': Always connect product features back to the core mission of empowerment and confidence. Instead of just saying '8 Whitening LEDs,' say '8 Whitening LEDs to unlock your most confident smile.'
• •Balance Science and Emotion: Use technical terms like 'PAP+' and 'sonic vibrations' to build credibility, but immediately follow up with the emotional benefit, such as 'for a brighter, healthier smile you'll love to share.'
• •Create a Voice Chart: Define your brand persona. If Luminate were a person, would they be a friendly scientist? A caring innovator? Document adjectives (e.g., 'empowering,' 'precise,' 'clean,' 'modern') and ensure all copy aligns with this personality.
• •Leverage Social Proof with Specifics: When using testimonials, highlight the parts that echo brand values. Instead of a generic 'Great product!' quote, use one like Priya K.'s: 'The combination of the blue laser technology and the PAP+ toothpaste works wonders,' as it validates the technology.
• •Maintain a Consistent Vocabulary: Use terms like 'Luminate,' 'brilliance,' 'radiant,' 'illuminate,' and 'revolution' consistently across all platforms to reinforce the brand identity. Avoid generic or overly casual language that would dilute the premium, scientific tone.

Social Perception

Customers perceive the brand as effective and innovative, with visible results and sleek design. The use of PAP+ lends credibility in the broader market for its effectiveness and reduced sensitivity. However, a lack of independent social media presence means the brand misses opportunities to build trust and gather uncurated feedback.

Copy Examples

• •Your daily ritual, revolutionized. It's more than just a toothbrush. It's your new confidence coach. Our LED Electric Whitening Toothbrush uses advanced blue light technology and PAP+ to gently lift stains, revealing a brighter smile with every brush. Switch between 5 modes for a truly personalized clean. Tap to begin your transformation. #LuminateSmile #TeethWhitening #OralCareRevolution
• •The Future of Your Smile is Here. Free UK Next-Day Delivery. Tired of whitening treatments that cause sensitivity? The Luminate toothbrush combines 36,000 sonic vibrations with 8 powerful whitening LEDs for a professional clean and effective whitening, all in one device. Our PAP+ formula is designed for results without the pain. Ready for a brilliant smile? Shop now.
• •A Brighter Smile in Your Inbox (and Your Mirror). Hi [Name], you believe in starting the day right. What if your morning routine could do more? The Luminate LED Whitening Toothbrush is engineered to not only deep clean but also to whiten your teeth with every use. Discover the science behind a luminous smile and claim your free PAP+ toothpaste with your first order.
• •Whitening That Cares for Your Teeth. Experience powerful stain removal without compromising on oral health. Our PAP+ formula works in sync with the blue LED light to accelerate whitening, while the 'Sensitive' mode ensures a gentle-yet-effective clean for everyone. It’s not just white—it’s healthy, luminous white.
• •Brilliance in Every Brush. Unlock a visibly whiter smile and premium oral care from home. Discover the Luminate LED Electric Whitening Toothbrush today.