Brand Tone

Aspirational, clean, empowering, wellness-oriented, sophisticated, confident, and direct. It's results-oriented and aims to inspire self-care.

Brand Values

• •Simplicity
• •Efficiency
• •Quality
• •Trust
• •Natural Beauty
• •Empowerment

Best Practices

• •Lead with the Benefit: Always focus on what the customer gains. Instead of "Our brush has 3 heat settings," write "Customize your styling with three heat settings for the perfect, damage-free finish on any hair type."
• •Use "Empowerment" Language: Employ strong, active verbs and a confident tone. Use phrases like "Take control of your routine," "Unleash your natural radiance," and "Achieve the look you deserve."
• •Maintain a Clean Aesthetic in Words: Keep copy clear, concise, and uncluttered, just like the product design. Use short sentences and bullet points to highlight key features and benefits for easy reading.
• •Bridge the Science and the Lifestyle: When discussing ingredients like marine collagen, translate the scientific benefits into relatable outcomes. For example, connect "highly bioavailable peptides" to "visibly firmer skin and stronger hair."
• •Foster Community through Copy: Actively encourage user-generated content in your captions. Ask questions, create brand-specific hashtags (#TideGlow, #TideBrush), and feature customer photos and testimonials to build social proof and an authentic community voice.

Social Perception

Generally positive; perceived as easy-to-use and effective (hairbrush), and premium, natural, and effective (collagen water). Overall, the brand is seen as modern, aesthetically pleasing, aligned with current beauty and wellness trends, and fostering a sense of community and authenticity.

Copy Examples

• •Tired of juggling a blow dryer and a round brush? Discover the secret to a flawless, one-step blowout. The Tide Brush dries, styles, and volumizes, giving you back your time and your confidence. Effortless hair days are finally here.
• •Your daily ritual for inner radiance. While you conquer your day, our pure marine collagen water works from within to nourish your skin, hair, and nails. Sip your way to a stronger, more vibrant you.
• •Go from damp locks to a salon-quality finish in under 15 minutes. Our lightweight design and tangle-free bristles glide through hair, leaving it smoother, shinier, and full of life. It’s not just a tool, it’s a transformation.
• •Purity you can taste. Beauty you can see. Our sustainably sourced marine collagen is free from artificial sweeteners and full of nature's best. Trust Tide to be the cleanest part of your beauty routine.
• •We love seeing your results! ✨ @username transformed her hair with the Tide Brush. Swipe to see the before and after! Show us your #TideGlow for a chance to be featured.