Brand Tone

Professional & Expert, Solution-Oriented & Informative, Benefit-Driven, Confident & Assertive, Quality-Focused

Brand Values

• •Innovation
• •Quality
• •Transformation & Empowerment
• •Global Reach & Brazilian Heritage
• •Customer Satisfaction & Problem Solving

Best Practices

• •Develop a Brand Voice Guide: Document key tone attributes (e.g., Professional, Expert, Confident, Solution-Oriented, Benefit-Driven), preferred terminology (e.g., "Enzymotherapy," "Brazilian Hair Care," "Professional Grade"), and phrases to avoid. Ensure all writers and marketers have access to this.
• •Focus on Solutions and Benefits: Consistently frame product descriptions and marketing messages around how Make Beauty International’s products solve specific hair problems (e.g., frizz, damage, dullness) and the positive outcomes customers can expect (e.g., smoothness, shine, manageability, confidence).
• •Emphasize Expertise and Innovation: Regularly incorporate language that highlights the scientific backing, technological advancements (like Enzymotherapy), and professional quality of the Brazilian brands offered. Use terms that convey authority and knowledge in hair care.
• •Maintain a Confident and Empowering Stance: Craft copy that reflects the brand's mission to "make beauty" and "raise self-esteem." The language should be positive, affirmative, and inspire confidence in the brand and its products.
• •Ensure Consistency Across All Channels: While the primary focus here is the English website for Israel, strive for thematic alignment with the broader "Grupo Make Beauty" where appropriate (e.g., passion for beauty, transformative results), adapting the language and cultural nuances for the target Israeli audience. Regularly review content on the website, blog, and any local marketing materials to ensure it aligns with the defined professional and expert tone.

Social Perception

The brand aims to be perceived as a provider of high-quality, innovative Brazilian hair solutions that deliver tangible results. There's also a general market interest but also some caution, as seen in TikTok reviews where users share both success stories and warnings about potential damage if products are misused. There's an underlying political sensitivity in the region, with some consumers actively checking the origin of products and participating in boycotts of brands perceived to support or be manufactured in Israel.

Copy Examples

• •Headline: Unlock Brazilian Hair Secrets: Professional Straightening, Unrivaled Shine. *Body:* Experience the innovation of Enzymotherapy. Our salon-grade formulas, trusted in 139 countries, deliver flawlessly smooth, healthy hair without compromise. Discover your hair's true potential.
• •Headline: Tired of Frizz? Transform Your Hair with Expert Brazilian Care. *Body:* Make Beauty International brings you potent, high-quality solutions for lasting smoothness and deep hydration. Explore our range and find the perfect professional treatment for your unique hair needs.
• •Headline: The Evolution of Hair Straightening is Here: Grace Enzimoteraphy. *Body:* Go beyond traditional keratin. Our revolutionary Enzymotherapy offers exceptional straightening and repair, developed with cutting-edge technology for beautiful, manageable hair that radiates health.
• •Headline: From Brazil to You: Salon-Quality Results at Home. *Body:* Elevate your hair care routine with Make Beauty International. We deliver premium Brazilian formulations designed for transformative results, empowering you with the confidence of beautiful, revitalized hair.
• •Headline: Invest in Your Hair's Future: Quality, Innovation, and Unmistakable Beauty. *Body:* Our passion is your hair's health and beauty. Make Beauty International offers expertly crafted Brazilian treatments that ensure lasting results and enhanced self-esteem. See the difference quality makes.