Brand Tone

Luxurious & Sophisticated, Professional & Authoritative, Aspirational & Indulgent, Artistic & Meticulous

Brand Values

• •Performance & Efficacy
• •Quality & Craftsmanship
• •Luxury & Experience
• •Innovation
• •Heritage & Expertise
• •Conscious Craftsmanship & Sustainability
• •Customer Obsession/Connection

Best Practices

• •Emphasize Sensorial Language: Use vivid descriptions that appeal to touch, sight, and smell (e.g., "sumptuous textures," "effervescent lather," "signature Côte d'Azur fragrance," "luminous shine") to convey the luxurious experience.
• •Maintain a Tone of Understated Confidence: Avoid hyperbole, but speak with authority about product efficacy and the brand's expertise. The quality should speak for itself, supported by elegant claims.
• •Incorporate the Heritage of Artistry and Performance: Reference the brand's roots in editorial and salon worlds, and its commitment to high-performance formulations developed with experts.
• •Highlight Premium Ingredients and Technology (Subtly): Mention unique complexes, skincare-grade ingredients, or innovative technologies without overly technical jargon, focusing on the benefits they provide.
• •Always Circle Back to the "Hair-Obsessed" Consumer: Frame benefits and product descriptions around the desires of someone who is passionate about achieving and maintaining beautiful, healthy hair, reinforcing the idea that Oribe understands and caters to this passion.

Social Perception

High-End & Prestigious, Effective & High-Performing, Aspirational & Desirable, Expensive but Often Worth It, Beautifully Packaged & Fragranced, Growing Awareness of Ethical Practices

Copy Examples

• •For a new restorative hair mask: "Unlock unparalleled repair. Our [Product Name] Masque, a culmination of artisanal craftsmanship and potent botanicals, envelops each strand in transformative care. Experience the Oribe difference – where true hair health becomes your most luxurious ritual."
• •For a signature styling product: "Sculpted by experts, desired by all. The Oribe [Product Name] delivers iconic hold and an air of effortless sophistication. Elevate your style from routine to remarkable. This is not just hair care; it's an expression."
• •For a collection targeting a specific concern (e.g., volume): "Defy gravity. Embrace opulence. The Oribe Magnificent Volume Collection breathes life into the finest strands, creating a foundation of lasting lift and touchable fullness. Discover the art of voluminous, vibrant hair."
• •General brand awareness/social media post: "Beyond beautiful hair, lies the Oribe experience. A symphony of exquisite textures, our signature Côte d'Azur fragrance, and formulations that perform without compromise. Indulge your obsession. #OribeObsessed #LuxuryHaircare"
• •Highlighting sustainability efforts: "Consciously crafted, exquisitely effective. At Oribe, luxury and responsibility intertwine. Discover our commitment to sustainable packaging and mindful formulations, because the future of beauty is as important as its performance."