Brand Tone

Confident, empowering, casually sophisticated, approachable, modern, slightly edgy, encouraging, authentic, relatable, inspiring, like a trusted, cool friend.

Brand Values

• •Redefining Masculinity
• •Quality & Craftsmanship
• •Community
• •Authenticity
• •Empowerment

Best Practices

• •Embrace the "Confident Friend" Voice: Write all copy as if you're giving solid, encouraging advice to a friend. Be direct, be authentic, and be positive.
• •Lean into the Origin Story: Regularly and subtly weave the brand's narrative—reclaiming "Prettyboy"—into your content. It’s your most unique asset and reinforces your values of authenticity and redefining masculinity.
• •Use "Empowerment" as a Filter: For every piece of copy, ask: "Does this empower our customer?" The message should always be about building him up, not pointing out flaws.
• •Keep it Clean and Direct: Avoid overly complex language or marketing buzzwords. The brand's aesthetic is clean and modern; the copy should match. Focus on benefits over features.
• •Champion the Community: Actively use the "&Co." concept in your language. Use words like "us," "we," "join us," and "the &Co. family" to foster a sense of belonging and community.

Social Perception

Generally positive, resonating with customers on owned channels due to its mission and quality. Perceived as clean, modern, and aspirational. However, suffers from identity confusion due to a similarly named streetwear brand, which could dilute its message and perception for new customers. Lacks widespread independent reviews/mentions, suggesting a smaller/newer presence.

Copy Examples

• •Don't just grow a beard. Own it. Our new Sandalwood & Amber Beard Oil is crafted with all-natural ingredients to tame, soften, and strengthen your masterpiece. It’s not just care; it’s a statement. Tap to Make Handsome Happen. #PrettyboyAndCo #MakeHandsomeHappen #BeardCare
• •Confidence isn't found. It's crafted. Start with grooming that redefines the man in the mirror. Welcome to the &Co.
• •Tired of grooming products that feel like they belong to your grandfather? So were we. Prettyboy&Co. is for the modern man who knows that looking good is part of feeling good. Natural ingredients, real results. Join the movement.
• •Your face is the first thing people see. Make a great first impression. Our Charcoal Face Wash detoxifies and refreshes without stripping your skin of its natural moisture. Because a pretty boy knows the power of a clean slate.
• •This Isn't Your Average Grooming Routine. You're not average, so why should your routine be? Discover the products designed to help you build confidence from the outside in...