Brand Tone

professional, educational, and confident

Brand Values

• •Quality and Efficacy
• •Accessibility and Affordability
• •Innovation
• •Education and Professional Support
• •Customer-Centricity

Best Practices

• •Lead with Expertise: Always frame your copy from a place of knowledge and authority. Use industry-specific terms where appropriate (e.g., "rosin-free," "polymer blend") and explain the benefits clearly and concisely.
• •Emphasize Quality and Origin: Consistently mention the "Made in Italy" aspect and the "professional-grade" quality of the products. This reinforces the brand's core values and justifies its position in the market.
• •Be Benefit-Driven: Instead of just listing features, translate them into tangible benefits for the user. For example, instead of "low-temperature wax," use "melts at a comfortable temperature to reduce the risk of burns."
• •Segment Your Language: Tailor the copy to the audience. Use more technical and business-focused language when addressing professionals ("enhance your service offerings," "client retention") and more straightforward, result-oriented language for at-home users ("achieve flawlessly smooth skin," "easy to use").
• •Incorporate Social Proof: Leverage the positive reviews and user-generated content from professionals. Using phrases like "esthetician-approved" or featuring testimonials and video reviews will reinforce the brand's credibility and social perception.

Social Perception

The general perception of The Waxness is overwhelmingly positive, particularly among waxing professionals and experienced at-home users. On platforms like TikTok, estheticians frequently review and recommend The Waxness products, often praising their effectiveness, consistency, and value. Many users appreciate the variety of waxes available, allowing them to find the perfect match for their needs. The brand is seen as a reliable and high-performing option that delivers salon-quality results. Some recurring themes in customer reviews include the wax's excellent grip on hair, minimal skin irritation, and pleasant application. The few critiques often revolve around the fast-drying time of some formulas, which can be challenging for beginners but is often seen as a benefit for experienced speed-waxers. The brand's nomination for Dermascope Magazine's "Best Value Waxing Brand" further solidifies its positive reputation within the industry.

Copy Examples

• •Consistency is key. From the perfect melt to flawless results, every detail matters in your treatment room. Our Italian-made hard waxes are formulated for superior grip and minimal irritation, giving you the confidence to deliver the best for your clients. Elevate your craft with The Waxness. #Waxness #ProfessionalWaxing #EstheticianLife #MadeInItaly #HardWax
• •Salon-Quality Smooth, From the Comfort of Your Home. Skip the appointments, not the results. The Waxness brings professional-grade, gentle waxing formulas directly to you. Achieve flawlessly smooth skin with our easy-to-use, Italian-made waxes. Shop now and discover your best wax.
• •Sensitive skin? Meet your match. Our Sensi Clear Hard Wax is a game-changer. This hypoallergenic, rosin-free formula is designed for an ultra-gentle experience with maximum hair removal power. No colors, no fragrance just pure, smooth results. Because your skin deserves the best.
• •The secret to saving on supplies without sacrificing quality? Buying direct. As the winner of Dermascope's Best Value Waxing Brand award, we're proud to offer premium, professional-grade wax at prices that empower your business. Stock up on excellence. #TheWaxness #BestValue #WaxingSupplies #SalonOwner
• •Tip Tuesday: For the cleanest application on coarse hair, ensure your wax has a creamy, honey-like consistency and apply against the direction of hair growth. Our Blue Gel Hard Wax is perfect for this, with a quick-setting formula that s ideal for experienced waxers. What s your go-to tip? #WaxingTips #TheWaxness #ProTips #HairRemoval