Brand Tone

Empowering, youthful, trendy, positive, self-expressive, and pop-culture aware.

Brand Values

• •Self-Expression and Uniqueness
• •Confidence and Empowerment
• •Quality and Accessibility
• •Trend-Consciousness

Best Practices

• •Lead with Empowerment: Every piece of copy, from a tweet to a product description, should connect back to the core values of confidence and self-expression. Use active, empowering verbs and focus on how the customer will feel (e.g., "unleash," "reveal," "transform," "empower").
• •Be Transparent to Build Trust: Acknowledge the need for trust. Use copy to clearly explain product materials, shipping times, and return policies. Feature authentic, user-generated content and independent reviews as soon as possible to counteract negative perceptions.
• •Stay Plugged into Pop Culture: Keep the brand relevant by genuinely engaging with the trends, characters, and celebrities that inspire the products. Use relevant hashtags and name products thoughtfully to resonate with the target audience (e.g., naming a wig after a popular gaming character).
• •Foster a Community with a Consistent Name: Use a consistent and positive name for your community, like "#mpcuties" or "#MirrorpassAngels," across all active platforms. Encourage user-generated content and feature it regularly to make customers feel seen and valued.
• •Maintain a Consistent Voice Across All Touchpoints: The fun, trendy, and empowering voice should be consistent everywhere from the website's FAQ page and email confirmations to social media replies. Avoid overly corporate or generic language that would break the illusion of a friendly, community-focused brand.

Social Perception

Currently, external social perception is extremely low to non-existent, largely negative due to scam warnings, inactive social channels, and broken links, leading to an overwhelming perception of unreliability and potential risk. Internal website reviews are positive, but this doesn't counteract the broader negative perception.

Copy Examples

• •Your mirror, your rules. ✨ Unbox the version of you that you've been dreaming of. Our wigs aren't just about changing your hair, they're about revealing your confidence. #Mirrorpass #UnleashYourStyle #ConfidenceInColor
• •Salon Style, Zero Commitment. Endless Looks. Find the perfect, beginner-friendly wig to express your unique self in seconds. Shop The Collection & Feel Empowered.
• •Channel your inner icon. From K-pop glam to anime heroines, our wigs bring your favorite characters to life. High-quality, heat-resistant, and ready for the spotlight. Who will you be today? #MirrorpassCosplay #WigLife #PopCultureFashion
• •Hey [Name], welcome to the Mirrorpass community! We believe great hair is a state of mind. It’s about feeling empowered and unique, every single day. As a thank you for joining us, here's 15% off your first order. Find the style that speaks to you!
• •Your ultimate style moodboard is here. Long and luxe, short and chic, or a pop of fantasy color what's your vibe? Discover high-quality synthetic wigs for every version of you. #HairInspo #WigStyles #Mirrorpass