Brand Tone

Professional, Educational, Empowering, Innovative, Quality-Focused, Community-Oriented, Aspirational, Modern

Brand Values

• •Integrity
• •Professionalism
• •Education
• •Innovation
• •Family & Legacy
• •Hair Health
• •Empowerment

Best Practices

• •Prioritize the Professional: Always address the hairstylist or salon professional as the primary audience. Use industry-relevant terminology where appropriate, but ensure clarity.
• •Educate and Inform, Don't Just Sell: Frame product benefits in terms of how they help the stylist achieve better results, solve a problem, or enhance their skills and business.
• •Emphasize Quality and Innovation: Consistently highlight the unique selling propositions of Scruples products, such as specific ingredients (PBX), low-ammonia formulas, or versatile systems, and the research behind them.
• •Maintain a Supportive and Empowering Voice: Use language that encourages, uplifts, and reinforces the stylist's expertise and artistry. Show that the brand is a partner in their growth.
• •Be Visually Congruent: Ensure that the tone of the copy is reflected in the accompanying visuals. If the tone is professional and educational, the imagery should also be polished, high-quality, and informative (e.g., clear before-and-afters, professional models, educational diagrams).

Social Perception

Trusted by Professionals, Known for Quality Color, Valued for Education, Supportive of Stylists, Positive customer experiences

Copy Examples

• •Headline: Elevate Your Artistry. Empower Your Business. Body: At Scruples, we're more than just products; we're your partner in professional success. Discover innovative color systems and care solutions designed for the discerning stylist, backed by education that inspires. Join the Scruples family and redefine what's possible. #ScruplesPro #BeautyWithIntegrity
• •Headline: Unlock Brilliant Color. Master the Craft. Body: Dive deep into the science of stunning hair color with Scruples True Integrity. Our low-ammonia formulas deliver predictable, vibrant results while maintaining hair health. Explore our upcoming S.E.E. Masterclass to perfect your technique. Learn more and register via the link in bio. #ScruplesEducation #HairColorExperts
• •Headline: Healthy Hair is Your Canvas. Our Priority. Body: Every masterpiece begins with a flawless canvas. Scruples care and styling lines, featuring our exclusive Protective Barrier Complex (PBX), ensure hair is perfectly prepped for your creative vision and beautifully maintained post-service. Give your clients the gift of vibrant, healthy hair. #ScruplesHaircare #HealthyHairJourney
• •Headline: The Future of Styling is Here. And It's Professional. Body: From runway-ready looks to everyday elegance, Scruples empowers you with high-performance styling tools and products that deliver. We're committed to the professional stylist, providing the innovation you need to excel. Discover the Scruples difference. #ProfessionalStylist #ScruplesInnovation
• •Headline: Join a Community That Celebrates Your Craft. Body: Scruples is built on a foundation of supporting the artists who elevate our industry. Connect with fellow professionals, access exclusive education, and grow with a brand that champions your passion. You own it, you build it, you keep it. #ScruplesFamily #StylistSupport