Brand Tone

Playful, Youthful, Friendly, Approachable, Confident, and Empowering.

Brand Values

• •Individuality and Self-Expression
• •Quality & Efficacy
• •Accessibility & Affordability
• •Clean Ingredients & Transparency
• •Cruelty-Free
• •Innovation
• •Community Focus

Best Practices

• •Clearly define and document the brand's tone attributes (e.g., Playful, Youthful, Confident, Empowering, Witty but never Sarcastic). Ensure all writers understand and can embody this voice. Refer to their agency's defined attributes: Spirited, Dynamic, Enlightening, Fresh, Entertaining, Bold.
• •Incorporate relevant slang, trends, and cultural references where appropriate, especially on platforms like TikTok and Instagram. However, ensure it feels natural to the brand and doesn't come across as forced or trying too hard. The youthfulness should feel genuine.
• •Understand the language your target audience uses. Engage with comments, read reviews, and pay attention to how they talk about their hair concerns and triumphs. Use "we" and "you" to create a direct, conversational connection.
• •While humor and playful language are key, ensure the core message about product benefits and ingredients is clear and easy to understand. The fun names are great, but the copy should also explain *why* the product works.
• •While the core brand voice should remain consistent, adapt the specific "dialect" or style for each platform. TikTok and Instagram can be more informal and visual-led, while website copy might be slightly more detailed (but still maintain the overall approachable tone). Email marketing can leverage a bit more direct calls to action. The underlying personality should always be recognizably "Not Your Mother's."

Social Perception

Customers generally perceive Not Your Mother's Haircare as a reliable, affordable brand that delivers on its promises, particularly for specific needs like curl definition and dry shampooing. The cruelty-free stance is highly appreciated. They are seen as a fun, modern brand that understands diverse hair needs. The playful product names and marketing resonate well with the target audience. While overwhelmingly positive, some isolated concerns have been noted regarding scent preferences for certain products or occasional product performance issues like residue with some dry shampoos. The news about benzene in some dry shampoos in the past might be a point of concern for some informed consumers, though the brand emphasizes clean ingredients.

Copy Examples

• •(Instagram post for Curl Talk) "Your curls have a story to tell. Let Curl Talk help them speak volumes. 🎤✨ #NotYourMothers #CurlTalk #DefineYourCurls #GoodHairDaysOnly"
• •(TikTok video caption for Clean Freak Dry Shampoo) "Greasy hair? Ain't nobody got time for that! 🙅‍♀️ Snatch back your fresh look in seconds with Clean Freak. #NYMcleanfreak #DryShampooHacks #NoWashDay #HairGoalsAF"
• •(Facebook ad for new product launch) "Guess what, besties?! 👀 Your hair's new BFF just dropped! Meet [New Product Name], packed with [Key Ingredient 1] & [Key Ingredient 2] to give you the [Benefit 1] and [Benefit 2] hair you've been dreaming of. Salon quality, zero B.S. (Bad Stuff, obvs!). Shop now! #NotYourMothers #NewCollection #HairInnovation #CleanBeauty"
• •(Website banner for Beach Babe) "Catch waves, not feelings. 🌊✌️ Get those effortless, salty-air vibes with our Beach Babe collection. Texture, tousles, and a whole lotta 'yas queen!' #NYMBeachBabe #TexturizingSpray #SummerHair #BeachyWaves"
• •(Email subject line) "🚨 Hair SOS? Not on our watch! Your faves are back in stock + a little something extra! 😉"