Brand Tone

Professional & Knowledgeable, Accessible & Friendly, Confident & Passionate, Caring & Inclusive

Brand Values

• •Quality & Efficacy
• •Made in Italy
• •Accessibility & Affordability
• •Ethical Practices (Cruelty-Free & Increasingly Vegan)
• •Sustainability & Clean Beauty
• •Innovation
• •Education & Support
• •Authenticity & Inclusivity

Best Practices

• •Embrace "Professional Fun": Balance expert advice and ingredient highlights with an approachable, vibrant, and positive voice. Use clear, straightforward language that avoids overly technical jargon for consumer-facing content but provide depth for professionals.
• •Highlight Core Values Consistently: Regularly weave in key brand pillars like "Made in Italy," "Cruelty-Free," "Vegan-Friendly," "Professional Quality," and "Natural Ingredients" into product descriptions, social media posts, and marketing materials.
• •Speak to Transformation and Feeling: Connect product benefits not just to hair appearance but also to the feeling of well-being, confidence, and expressing one's authentic self ("feeling good in your own skin").
• •Visual & Verbal Harmony: Ensure the colorful, vibrant, and clean aesthetic of the packaging and brand visuals is mirrored in the energy and clarity of the copy. Use descriptive language that evokes the positive sensory experience of using the products.
• •Tailor by Audience, Unify by Tone: While the specific information might differ between content for professional stylists (e.g., detailed color formulation guides) and end-consumers (e.g., benefits of a shampoo for fine hair), the overarching tone – professional yet accessible, passionate, and caring – should remain consistent.

Social Perception

Professionals (Hairdressers): Highly regarded. General Consumers: Positive. Eco-Conscious Consumers: Well-received. Strong association with Italian hair care, which generally carries a positive connotation of quality.

Copy Examples

• •Headline: Italian Craftsmanship, Radiant Hair. Your Mood, Elevated. Body: Discover Mood Hair Official – professional, Made in Italy hair care that’s as kind to your hair as it is to the planet. Experience vibrant color, nourishing treatments, and styling that lets your true self shine. Because beautiful hair shouldn’t be a luxury, it should be your Mood.
• •Headline: Salon Results, At-Home Rituals. Powered by Nature, Perfected in Italy. Body: Unleash your hair’s potential with Mood. Our cruelty-free, vegan-friendly formulas blend potent natural extracts with Italian innovation. From revitalizing shampoos to transformative styling, achieve your best hair day, every day. Feel the Mood difference.
• •Headline: Why Stylists (and Your Hair) Will Love Mood. Body: For over 50 years, we've partnered with hair professionals to create products that deliver. Mood offers exceptional quality, stunning results, and the ethical promise of cruelty-free & vegan-friendly care, all Made in Italy. It's not just hair care, it's a Mood.
• •Headline: Good Hair Day. Good Mood Day. It’s That Simple. Body: Life’s too short for bad hair days. Mood’s easy-to-use, effective solutions bring out the best in your hair, effortlessly. Crafted with care in Italy, our vibrant, joyful products are here to boost your hair and your spirits. What’s your Mood today?
• •Headline: The Secret to Italian Hair? It's a Mood. Body: Experience the art of Italian hair care. Mood combines decades of expertise with a passion for clean, effective formulas. Our professional-grade products, rich in natural ingredients, are designed to make you look and feel authentically beautiful. Cruelty-free, vegan, and undeniably Mood.