Brand Tone

empowering, friendly, and stylish

Brand Values

• •Quality and Innovation
• •Empowerment and Confidence
• •Community-Centric
• •Style and Modernity

Best Practices

• •Always Speak from a Place of Empowerment: Frame all messaging around the idea of celebrating and loving one's natural hair. Use positive, uplifting language that inspires confidence.
• •Use Community-Insider Language: Employ terms and phrases that resonate with the curly hair community (e.g., "pineapple," "curl pattern," "wash day"). This demonstrates authenticity and a shared understanding.
• •Highlight Quality and Style in Tandem: Never mention functionality without also emphasizing the stylish, modern, and luxurious aspect of the products. The two are intrinsically linked in the brand's value proposition.
• •Maintain a Friendly and Approachable Voice: Whether writing a product description or responding to a customer comment, keep the tone warm and conversational. Use "you" and "we" to foster a direct connection.
• •Let the Founder's Story Shine: Regularly incorporate the brand's origin story—a curly girl who saw a need and filled it. This reinforces the values of authenticity and community, which are central to the brand's appeal.

Social Perception

The general public and customer perception of O So Curly is highly positive. Customers frequently praise the brand for the superior quality of its products, noting the durability and softness of the satin used. The products are seen as effective tools for maintaining healthy hair, reducing breakage, and preserving hairstyles. The brand is perceived as trustworthy and created by someone who genuinely understands the needs of the curly hair community. This authenticity, stemming from its founder's background as a hair blogger, resonates strongly with consumers. The stylish and "cute" designs are also a significant point of positive feedback, fulfilling the brand's promise to deliver functional yet fashionable hair accessories.

Copy Examples

• •Your curls deserve the royal treatment. ✨ Introducing our new Cloud-Soft Satin Sleep Turban. Designed to protect your pattern and lock in moisture while you dream. Wake up to frizz-free, defined curls every single morning. Tap to shop the revolution in curl care!
• •Luxury for Your Locks. Innovative satin accessories designed to make you love your curls even more. Shop the collection.
• •Tired of waking up to frizz? So were we. That’s why we created the original Reversible Satin Pillowcase. It’s a game-changer for curly hair. Protect your style, reduce breakage, and do it all with a touch of luxury. Join thousands of happy curlies and transform your hair routine today!
• •Don't let your curls have a bad day. Hey curl-friend! We know the struggle is real. That's why every O So Curly product is designed by a curly, for a curly. From our best-selling bonnets to our gentle satin scrunchies, we've got your back (and your hair). Give your curls the love they deserve.
• •POV: You finally found the secret to perfect second-day curls. 😉 Our XL Satin Scrunchie keeps your pineapple secure all night without leaving a dent. #curlyhairhack #satinscrunchie #hairgoals #osocurly