Brand Tone

playful, enthusiastic, friendly, and magical

Brand Values

• •Fun and Joy: The core of the brand revolves around bringing fun, joy, and a touch of magic to its customers, primarily children, but also adults for specific occasions.
• •Quality: Despite the playful nature, there's an emphasis on "gorgeous quality," "authentic" extensions, and products that are "durable and resistance to matting, shedding, and tangling."
• •Creativity and Self-Expression: The brand encourages users to get creative with their hairstyles and express their inner mermaid or unique style.
• •Customer Satisfaction: Positive testimonials are actively sought and showcased, indicating a value placed on happy customers. Good communication and prompt service are also highlighted.
• •Reusability/Value: The reusable nature of the hair extensions is a frequently mentioned benefit, suggesting a value for practicality and cost-effectiveness.

Best Practices

• •Embrace the Magic: Consistently use whimsical, enthusiastic, and playful language. Words like "magical," "dazzling," "sparkle," "glow," "adventure," and "dream" fit the brand. Emojis like 🧜‍♀️, ✨, 🎉, 🤩 should be used appropriately to enhance the playful feel, especially on social media.
• •Focus on the Transformation and Joy: Highlight the positive emotions and experiences the products bring – confidence, fun, feeling special, imaginative play. Testimonials often mention the joy children experience.
• •Keep it Simple and Direct, Especially for Tutorials: While whimsical, ensure instructions or product benefit explanations are clear and easy to understand, particularly as some products are for children or involve a DIY element.
• •Engage with Enthusiasm: When interacting with customers (comments, DMs), maintain the friendly, approachable, and enthusiastic tone. Mirror their excitement when they share positive experiences.
• •Visual Storytelling Alignment: Ensure the copy complements the highly visual nature of the brand. Use descriptive words that paint a picture and enhance the vibrant imagery and videos shared on platforms like Instagram and TikTok.

Social Perception

Mermaid Hair By Emma is perceived very positively by its customers. It's seen as a brand that delivers high-quality, fun, and easy-to-use hair products that children adore. The "mermaid" theme is central to its identity and resonates well with the target audience looking for playful and imaginative accessories. The brand is also viewed as a responsive and friendly small business. Many customers express repeat purchases and recommend the brand to others. The extensions are associated with special occasions like birthdays and parties, but also with adding a bit of everyday magic.

Copy Examples

• •Instagram Post (Image: Child smiling with vibrant mermaid hair extensions): Unleash your inner mermaid! 🧜‍♀️✨ Our dazzling tie-in extensions are super easy to use and ready for any adventure. Get ready for smiles, giggles, and a whole lot of mermaid magic! Shop the look now! #MermaidHairByEmma #KidsHair #MagicalMoments
• •TikTok Video Ad (Fast-paced montage of different hair looks): Level up your look! 🤩 From festival queen to birthday princess, our reusable mermaid hair is your secret weapon for instant glam! ✨ Easy to tie-in, endless styles to create. What look will you rock? #MermaidHair #HairTransformation #FestivalFashion #DIYHair #GlowUp
• •Facebook Ad (Targeting parents): Make her next party unforgettable! 🎉 Our colorful and reusable mermaid hair extensions are a guaranteed hit. High-quality, tangle-resistant, and oh-so-sparkly! Watch her shine! Shop link in bio. #MermaidParty #KidsFashion #HairAccessories #MermaidDreams
• •Product Description (Website - for a new glittery extension): Get ready to sparkle like never before! Introducing our NEW 'Ocean Shimmer' Mermaid Hair! 🌊✨ Packed with multi-dimensional glitter and the same luscious, reusable quality you love. Perfect for making waves and turning heads. Add a splash of magic to your hair! #MermaidHairExtensions #GlitterHair #NewProduct #MustHave
• •Email Newsletter Subject Line: ✨ You're Invited to a World of Mermaid Magic! ✨ New Styles Inside!