Brand Tone

Aspirational, empowering, and effortlessly cool, blending professional expertise with a laid-back, active Southern California lifestyle. Positive and benefit-driven.

Brand Values

• •Quality and Performance
• •Empowerment and Individuality
• •Lifestyle Integration
• •Founder-Driven Expertise

Best Practices

• •Lead with the Lifestyle: Always connect the product benefit back to the customer's life. Instead of just saying 'controls frizz,' say 'controls frizz so you can go from the gym to your dinner date with confidence.'
• •Use Empowering Language: Employ active, motivational words like 'unleash,' 'create,' 'define,' and 'embody.' The brand's tagline 'Be The Fashion' is a perfect example.
• •Tell the Founder's Story: Casually weave in the founder's philosophy and inspiration (surfing, city life, hairstyling expertise) to build authenticity and reinforce the brand's origin.
• •Maintain a Consistent Vocabulary: Use words like 'effortless,' 'dynamic,' 'style,' 'waves,' and 'shine' consistently across all platforms to create a strong verbal identity.
• •Address Brand Confusion: It is critical to unify the brand name across all platforms. Secure social media handles that are consistent with 'VMHairCare' and clearly distinguish the product line from any similarly named salons to build a clear, recognizable brand presence.

Social Perception

Perceived as a niche, professional-quality brand by a credible hairstylist, valued for high-quality ingredients and effectiveness. Appeals to those seeking authenticity and a Southern California aesthetic. Significant brand confusion due to inconsistent 'DiModa Hair' branding on social media.

Copy Examples

• •Your Style. Your Life. No Compromises. Professional haircare for those who do it all.
• •From boardroom looks to beachside vibes, your style should keep up with your life. Our Make It Pretty Smoothing Serum, rich in Argan and Macadamia oils, tames frizz and adds brilliant shine, so you can spend less time styling and more time living. Look great, feel great, and make waves.
• •Effortless style isn't a myth. It's a choice. Our Rock-N-Roll Styling Paste gives you that perfectly undone, matte finish that holds all day. Grab yours and get back to what you love. #VMHairCare #BeTheFashion #EffortlessStyle #MakeWaves
• •Tired of choosing between healthy hair and a style that lasts? Founded by master stylist Matthew J. Viers, VMHairCare is designed for your dynamic life. Our high-performance, eco-friendly formulas make styling simple so you can be the fashion you envision. Shop the collection now.
• •Ready for your best hair day, every day?