Brand Tone

Approachable and Friendly, Expert and Informative, Empowering and Inclusive, Modern and Stylish, Authentic and Transparent

Brand Values

• •Efficacy and Quality
• •Natural Ingredients
• •Inclusivity and Diversity
• •Customer-Centricity
• •Education and Empowerment
• •Authenticity

Best Practices

• •Know Your Audience, Speak Their Language: Understand who you're talking to – their hair concerns, aspirations, and the language they use. Avoid overly technical jargon unless explaining specific benefits clearly.
• •Emphasize Benefits, Not Just Features: Instead of just saying "contains argan oil," explain "contains argan oil to deeply moisturize and add shine." Connect product features to tangible user benefits.
• •Be Authentic and Relatable: Share real stories (with permission), user-generated content, and behind-the-scenes glimpses where appropriate. Avoid over-promising or using exaggerated claims.
• •Maintain a Positive and Empowering Voice: Focus on solutions, confidence-building, and celebrating individuality. Make customers feel good about their hair and their choice to use Wuli products.
• •Create a Tone of Voice Guide: Develop a simple internal guide that outlines key tonal attributes, approved vocabulary, "do's and don'ts," and examples. This helps ensure consistency across all writers and platforms.

Social Perception

A Go-To Brand for Specific Hair Needs, Trustworthy and Reliable, Modern and Conscious, Community-Oriented, Effective

Copy Examples

• •Instagram Post (Product: Curl Cream): Tired of frizz hijacking your curls? ‍♀️ Our Curl Cream is packed with [Key Ingredient 1] & [Key Ingredient 2] to give you the definition you crave and the hydration your curls deserve. Embrace your natural texture and let those spirals shine! ✨ Show us your Wuli-defined curls! #WuliCurls #NaturalHairJourney #CurlCream #FrizzFree
• •Facebook Ad (Targeting: Users interested in natural haircare): Real ingredients, real results. ✨ At Wuli Haircare, we believe you shouldn't have to choose between effective styling and healthy hair. Discover our range of salon-quality products, crafted with nature's best, to help you love your hair every day. Learn more & find your perfect match! [Link to Website]
• •TikTok Video Caption (Tutorial: Achieving beach waves with Sea Salt Spray): Beach waves in a bottle? Yes, please! ‍♀️ Watch how our Sea Salt Spray adds instant texture and volume for that perfect undone look. Just spritz, scrunch, and go! Who needs the beach? #WuliHair #SeaSaltSpray #BeachWaves #HairTutorial #EasyHairstyles
• •Website Product Description Snippet (Matte Pomade): Master your style with a hold that’s firm but flexible. Our Matte Pomade delivers all-day control without the shine or stiffness. Infused with [Key Ingredient], it keeps your hair looking effortlessly cool and feeling healthy. Perfect for textured looks, quiffs, and adding that sharp, modern edge.
• •Email Newsletter Subject Line: Unlock Your Best Hair Days Yet (Tips & Treats Inside!)(Body Snippet): Hey [Customer Name], at Wuli, we're all about empowering you to feel confident in your own hair. This week, we're sharing expert tips for [Specific Hair Concern] and a special peek at how [Product Name] can transform your routine...