Brand Tone

Authentic & Proud, Nurturing & Mindful, Luxurious & High-Quality, Empowering & Inclusive, Conscious & Responsible, Informative & Passionate

Brand Values

• •Heritage & Tradition: Honoring Mexican culture and ancestral wisdom, particularly herbal remedies.
• •Natural & Clean Ingredients: Commitment to plant-based, non-toxic formulations (sulfate-free, paraben-free, etc.).
• •Inclusivity & Diversity: Creating products for all hair textures, types, and embracing gender fluidity.
• •Mindfulness & Wellness: Promoting a thoughtful approach to hair care as a ritual for well-being.
• •Sustainability & Environmental Responsibility: Using eco-friendly packaging and offering refills.
• •Quality & Efficacy: Providing luxurious, effective products backed by positive customer experiences.
• •Empowerment: Helping individuals feel confident and embrace their natural beauty.
• •Authenticity: Stemming from genuine family traditions and the founder's professional experience.

Best Practices

• •Embrace Heritage Storytelling: Consistently weave in the inspiration from Mexican traditions, ancestral remedies, and the founder's story. This builds authenticity and emotional connection. Use Spanish words where appropriate (like "Esperanza," "Manzanilla," "Nopal") if the target audience appreciates it, and explain their significance.
• •Prioritize "Clean" and "Mindful" Language: Always highlight the natural, vegan, cruelty-free aspects and the gentle, nurturing qualities of the products. Use words like "nourish," "revitalize," "mindful," "conscious," "botanical," "pure."
• •Maintain an Empowering and Inclusive Voice: Speak to a diverse audience with varied hair textures and needs. Emphasize that the products are for "all hair types," "all generations," and support "gender fluidity." Focus on celebrating individual beauty.
• •Highlight Quality and Efficacy with Authenticity: While positioning as "luxurious," back it up with genuine customer testimonials, ingredient benefits, and the founder's expertise. Avoid over-the-top hype; let the results and the quality of ingredients speak.
• •Visually Align with Values: Ensure all visual content (website, social media, packaging) reflects the brand's values: natural elements, clean aesthetics, diverse representation, and a touch of cultural richness. This visual consistency reinforces the verbal tone.

Social Perception

Highly Positive, Trusted for Clean Beauty, Culturally Resonant, Seen as Effective and High Quality, Innovative and Mindful, Community-Oriented

Copy Examples

• •Headline: Rediscover Your Roots. Reveal Your Radiance. Body: Tecuane Hair blends ancient Mexican wisdom with luxurious, clean botanicals. Nurture your scalp, unleash vibrant hair, and embrace the strength of your heritage. Naturally. (Tone: Authentic, Nurturing, Empowering)
• •Headline: More Than Haircare, It's a Ritual. Body: Experience the mindful magic of Tecuane. Our Esperanza Scalp Tonic, inspired by abuela's remedies, transforms your routine into a moment of self-care, promoting a healthy scalp and lusciously resilient hair. For all textures, for all of you. (Tone: Mindful, Luxurious, Inclusive)
• •Headline: Clean Conscience, Powerful Results. Body: Say adiós to harsh chemicals, hola to vibrant health. Tecuane is proudly vegan, cruelty-free, and packed with nature's finest. Because your hair (and the planet) deserve the best. Now with sustainable refills! (Tone: Conscious, Confident, Informative)
• •Headline: From Hollywood Sets to Your Home: The Secret to Resilient Hair. Body: Created by celebrity hairstylist Anissa Salazar, Tecuane’s Esperanza Scalp Tonic is born from a passion for healthy hair and ancestral knowledge. Give your scalp the A-list treatment it deserves. (Tone: Authoritative, Luxurious, Passionate)
• •Headline: Unleash Your Inner Tecuane: Strength, Power, Beautiful Hair. Body: Inspired by the jaguar's might, Tecuane empowers you to embrace your unique hair story. Our plant-powered formulas celebrate diversity and the wild beauty within. What will your hair say? (Tone: Empowering, Proud, Evocative)