Brand Tone

Professional, Clinical, and Aspirational

Brand Values

• •Efficacy and Results
• •Expert Curation
• •Ingredient Integrity
• •Education

Best Practices

• •Lead with the "Why," Not Just the "What": Instead of saying "We sell shampoo," say "We provide a scientifically formulated solution for achieving healthy, frizz-free hair." Focus on the result and the problem solved.
• •Use Clinical and Aspirational Language: Blend words like "formulated," "efficacious," "clinically-proven," and "ingredient" with aspirational terms like "radiant," "luminous," "transformed," and "unlocked."
• •Maintain an Authoritative, Educational Tone: Always write from the position of an expert. Explain the science behind an ingredient simply. Position every product as a deliberate, expert "prescription" for a specific need.
• •Let Testimonials Provide the Emotional Proof: Use direct quotes from customers to speak to the emotional impact of the products ("I want nothing else for my hair"). This balances the clinical tone with relatable, human experience.
• •Emphasize Curation as a Value: In communications about third-party products, always frame it as a selection. Use phrases like "Our edit of...", "Selected for its efficacy," or "The brands trusted by our therapists" to reinforce your role as an expert filter.

Social Perception

Overwhelmingly positive, seen as a trusted expert and effective problem-solver, leading to high customer satisfaction and loyalty, particularly for their haircare line. Perceived as a source of professional advice and reliable recommendations.

Copy Examples

• •Science-backed radiance, bottled. Our curated selection of Vitamin C serums is chosen for one reason: clinical efficacy. Target dullness and unlock a visibly brighter, more uniform complexion. Because your skin deserves an expert-prescribed glow. #TheSoapPharmacy #SkincareScience #ExpertCuration
• •Beyond Repair. Towards Renewal. Conventional hair care masks damage. The SOAP PHARMACY's system, enriched with restorative Pracaxi Oil and Quinoa proteins, reconstructs it. Experience hair that isn’t just styled, but truly healthy. [Shop The Collection]
• •Your Prescription for Luminous Hair is Ready. Inside: Discover the treatment that has clients calling our Moisture Conditioner their 'absolute favorite.'
• •Stop Hiding Frizz. Start Healing It. Years of coloring and heat styling don't have to be a life sentence for your hair. Our Quinoa Smoothing Treatment and Daily Moisture Shampoo are formulated to restore hair's natural structure, leaving it compact, smooth, and brilliant. See the client results for yourself. [Learn More]
• •An intensive, clinical-grade conditioner formulated for hair in need of structural repair. While traditional conditioners coat the hair for temporary softness, this formula penetrates with Babassu and Pracaxi oils to nourish from within, improving elasticity and shine without adding weight. Vegan, cruelty-free, and developed to extend the results of our professional smoothing treatments. Ideal for dry, colored, or frequently styled hair.