Brand Tone

chic, aspirational yet accessible, relatable, and effortlessly cool. It often incorporates a playful and subtly humorous approach. The language is straightforward, confident, and aims to feel like advice from a knowledgeable friend. There's a sense of luxury and sophistication, but it's made to feel attainable for everyday life. The brand strives for an authentic and community-driven voice.

Brand Values

• •Effectiveness and Quality
• •Simplicity and Effortless Beauty
• •Community Focus and Inclusivity
• •Confidence and Empowerment
• •Authenticity and Transparency
• •Accessible Luxury
• •Modern and Chic Aesthetic

Best Practices

• •Embrace "Effortless Cool": Write copy that is sophisticated but not stuffy, using modern, relatable language. Avoid overly technical jargon.
• •Incorporate Playful Confidence: Don't be afraid to use clever wordplay (like OUAI puns) and a confident, friendly tone that feels like advice from a trusted, stylish friend.
• •Highlight Community & Authenticity: Use user-generated content, testimonials, and language that speaks directly to the customer's real-life needs and experiences. Keep the conversation honest.
• •Balance Aspiration with Accessibility: Convey a sense of luxury and high quality, but ensure the message remains grounded and achievable for the everyday user.
• •Channel Jen Atkin's Voice (Subtly): While not directly quoting her everywhere, infuse the copy with the founder's spirit – knowledgeable, a bit sassy, empowering, and focused on practical solutions for great hair.

Social Perception

OUAI is generally perceived as a trendy, high-quality, and effective brand, particularly popular among millennials and Gen Z. Founder Jen Atkin's credibility as a celebrity hairstylist lends significant authority and trust to the brand. Customers appreciate the luxurious feel of the products and their appealing scents. The brand is seen as innovative and in tune with its audience, often involving them in product creation.

Copy Examples

• •Life's complicated enough. Your hair routine shouldn't be. Get that effortlessly chic, just-left-the-salon look, your OUAI.
• •Tired of bad hair days dictating your mood? We get it. Our [Product Name] is packed with good-for-you ingredients to bring out your best hair, so you can focus on winning at life.
• •Your shower called, it wants an upgrade. Indulge in our [Scent Name] collection – luxury you can actually use, every single day. Because you deserve it.
• •Real life, real hair, real results. Join the OUAI community and discover products co-created with and loved by people just like you.
• •Forget unrealistic beauty standards. Embrace your texture, your volume, your unique OUAI. We're just here to help it shine.