Brand Tone

Professional, Empowering, Inclusive & Celebratory (of textured hair), Supportive, Authoritative & Knowledgeable, Direct & Informative, Joyful & Authentic

Brand Values

• •Quality & Efficacy
• •Professional Partnership
• •Inclusivity & Representation
• •Empowerment through Education
• •Authenticity
• •Accessibility (for Professionals)
• •Community

Best Practices

• •Always Speak to the Professional: Remember the audience is licensed stylists and salon owners. Use industry-relevant language where appropriate but maintain clarity. Focus on how PATTERN Pro benefits their skills, business, and clients.
• •Embody Empowerment and Celebration: Infuse copy with language that uplifts both the stylist and their clients. Highlight the joy and beauty of textured hair. Use positive, affirmative, and confident wording.
• •Maintain Authenticity (Tracee’s Voice): While professional, let the warmth, passion, and genuine care synonymous with Tracee Ellis Ross and the main PATTERN brand shine through. Quotes or sentiments from Tracee can be powerful when relevant.
• •Be Clear, Direct, and Informative (Especially for Pro Benefits): When detailing offers, product specifics, or educational opportunities, be precise and easy to understand. Clearly outline the value proposition for professionals.
• •Foster a Sense of Community and Partnership: Use inclusive language ("we," "us," "together") to reinforce that PATTERN Beauty Pro is a supportive partner to the professional hairstyling community.

Social Perception

Professionals likely view it as a valuable resource that acknowledges their specific needs and the importance of their role in the textured hair community. The broader public (aware of the Pro program) likely sees it as a further commitment by Tracee Ellis Ross and PATTERN Beauty to serve the textured hair community at all levels, from consumer to professional.

Copy Examples

• •Headline: Elevate Your Artistry. Empower Their Pattern. Body: Welcome to PATTERN Beauty Pro. Access exclusive professional sizes, pricing, and education designed to help you master every curl, coil, and tight texture that graces your chair. Join a community dedicated to celebrating authentic beauty. Sign up and get verified today.
• •Headline: Your Salon. Their Sanctuary. Our Support. Body: PATTERN Beauty Pro understands the sacred space of your salon. We provide the tools, products, and knowledge you need to make every client feel seen, celebrated, and beautiful in their unique texture. Partner with us to bring juicy, joyful hair to all.
• •Headline: Unlock Pro-Level Potential for Textured Hair Care. Body: As a licensed stylist, you deserve the best. PATTERN Beauty Pro delivers our award-winning formulas in professional-exclusive sizes and prices, plus specialized education to enhance your expertise in natural hair care. It's more than products; it's a partnership in celebrating every pattern.
• •Headline: Tracee’s Vision, Now In Your Professional Hands. Body: "Stylists are who we confide in, who we trust to transform." - Tracee Ellis Ross. PATTERN Beauty Pro extends our mission to you, the professional. Get access to the products and education born from a passion for textured hair. Let's nurture and celebrate every strand, together.
• •Headline: Beyond the Bottle: The PATTERN Pro Advantage. Body: Join PATTERN Beauty Pro and gain more than just premium hair care. You'll receive dedicated support, ongoing education, and exclusive pricing on products designed to meet the unique needs of your clients' curly, coily, and tight-textured hair. Let's empower beauty, one pattern at a time.