Brand Tone

Authentic, Nostalgic, Results-Oriented, approachable, direct, confident, and slightly casual.

Brand Values

• •Heritage & Authenticity
• •Proven Efficacy
• •Quality & Trust
• •Accessibility

Best Practices

• •Always Lean into the Heritage: The "horse to human" origin story is your most unique asset. Never shy away from it. Use phrases like "the original," "the secret," and "a family story" to reinforce this authentic history in your copy.
• •Prioritize Benefits Over Features: While you can mention "micro-enriched proteins," the focus should always be on the end result: "longer, stronger, fuller, healthier-looking hair." Use powerful, results-oriented language.
• •Leverage Testimonials and Social Proof: The brand was built on word-of-mouth. Systematically feature customer reviews, before-and-after photos, and user-generated content across your website and social media to build trust and validate your claims.
• •Maintain a Confident and Direct Tone: Avoid sounding overly corporate or scientific. Write in a clear, confident, and slightly informal tone, as if sharing a well-known secret with a friend.
• •Use Consistent Language Across All Channels: Ensure that the key messaging pointsheritage, strength, shine, the "secret"are present in website copy, social media posts, email newsletters, and ad campaigns to create a cohesive and memorable brand identity.

Social Perception

A quirky, effective 'cult classic' known for delivering tangible results like increased hair thickness, growth, and shine. Perceived with nostalgia as a no-frills, reliable, budget-friendly solution that consistently delivers on its promises.

Copy Examples

• •The Secret's Out. It started on a farm, a secret shared between equestrians for their show horses. Now, the legend is yours. Discover the Original Mane 'n Tail for longer, stronger, healthier-looking hair. It's not magic, it's history. Shop now in NZ.
• •From the Stable to Your Shower. Experience the iconic formula that has delivered unbelievable shine and strength for over 50 years. Welcome to Mane 'n Tail NZ.
• •Our journey began with a simple goal: create a shampoo for magnificent manes and tails. The secret got out when owners started using it on their own hair. This micro-enriched protein formula provides a deep, "down to the scalp" clean without stripping natural oils, leaving your hair soft, shiny, and stronger than ever.
• •Ready for stronger, longer hair? The secret is inside.
• •Concept: Show us your "Mane 'n Tail Glow-Up." Start with a clip showing your hair before, then transition to a shot of you using the product, and end with a reveal of your shiny, healthy hair. Use on-screen text like: "Decided to try the 'horse shampoo'... and I'm never going back." #ManeNTailNZ #HairGoals #NZBeauty