Brand Tone

Conscious & Ethical, Natural & Healthy, Informative & Educational, Caring & Authentic, Empowering

Brand Values

• •Vegan & Cruelty-Free
• •Natural & Organic Ingredients
• •Sustainability & Environmental Responsibility
• •Health & Wellness
• •Transparency
• •Efficacy & Performance
• •Respect for Diversity

Best Practices

• •Prioritize Value-Driven Language: Always weave in core values like "vegan," "cruelty-free," "natural ingredients," "sustainability," and "PPD-free" into product descriptions, social media posts, and ads. This reinforces brand identity.
• •Maintain an Educational and Informative Stance: Explain the benefits of chosen ingredients and the absence of harmful ones. Share tips for healthy hair care and conscious living. This builds trust and positions the brand as an expert.
• •Use Positive and Empowering Wording: Focus on the benefits and the positive impact of choosing natural products (e.g., "reveal your natural radiance," "embrace healthy beauty," "make a conscious choice"). Avoid fear-mongering but highlight the advantages of safer alternatives.
• •Incorporate the Brand Story and Heritage: Briefly allude to the Brazilian biodiversity and Ayurvedic inspirations where appropriate, to add depth and authenticity to the messaging.
• •Develop a "Voice Guide" with Key Phrases and Exclusions: Create a simple document outlining preferred terminology (e.g., "plant-based," "botanicals," "eco-friendly") and terms to avoid (e.g., overly chemical or aggressive marketing language). Ensure all content creators are familiar with it for consistency across all platforms.

Social Perception

Trusted Alternative, Gentle & Safe, Effective for Many (with caveats), Ethically Conscious Brand, High Quality Ingredients, Slightly Premium

Copy Examples

• •Headline: Embrace Your Radiance, Naturally. Body: Tired of harsh chemicals? Surya Brasil’s Henna Cream infuses your hair with vibrant color and nourishing botanicals from the Amazon. Reveal healthy shine and beautiful coverage, the conscious way. #TrulyCleanBeauty #SuryaBrasilUSA
• •Headline: Beauty Rooted in Wellness. Body: Discover the synergy of ancient Ayurvedic wisdom and Brazilian biodiversity in every bottle. Our vegan, cruelty-free formulas are kind to your hair and the planet. Choose beauty that aligns with your values. #VeganHairCare #ConsciousLiving
• •Headline: Cover Grays Confidently, Without Compromise. Body: Get the rich, lasting color you desire with our PPD-free Henna Cream. Gentle enough for sensitive scalps, powerful enough for beautiful results. Your journey to healthier hair color starts here. #GrayCoverage #HealthyHairColor
• •Headline: From Nature, With Love. For Your Hair. Body: Experience the difference plant-based ingredients make. Our Color Fixation line, enriched with exotic fruit extracts and oils, protects your color and deeply conditions. Healthy hair, vibrant you. #NaturalHairJourney #PlantPowered
• •Headline: Join the Conscious Beauty Movement. Body: At Surya Brasil, we believe beauty shouldn't harm. That's why we ban over 9,000 toxic ingredients. Make an empowered choice for your hair and the Earth. Explore our vegan, eco-friendly collection today. #EthicalBeauty #SustainableChoices