Brand Tone

Empowering, Confident, Knowledgeable, Trustworthy, Inspiring, Aspirational, Community-Oriented, Modern, Clean, Caring, and Authentic.

Brand Values

• •Inclusivity and Representation
• •Quality and Efficacy
• •Empowerment
• •Legacy and Tradition
• •Community
• •Innovation
• •Customer-Centricity

Best Practices

• •Speak Directly to Your Audience's Needs and Aspirations: Use language that resonates with the challenges and desires of men of color regarding their grooming routines (e.g., tired of dry scalp, want defined waves, seek confidence).
• •Highlight Natural Ingredients and Their Benefits: Emphasize the active natural oils and clinically-proven ingredients and explain how they address specific issues like dryness, itchiness, and hair growth.
• •Use words like empower, confidence, pride, honor, grace.
• •Incorporate the Story and Legacy: Subtly weave in the brand's heritage and the founder's mission to create a connection beyond just the product.
• •Be a Knowledgeable Guide: Offer tips, explain regimens, and provide educational content about hair and skin care for men of color, positioning the brand as a trusted resource.

Social Perception

Seen as a solution provider that understands and effectively addresses the specific grooming challenges faced by Black men. Customers appreciate that it is a Black-owned business. Generally positive customer reviews. Recent concerns about availability/communication need to be addressed.

Copy Examples

• •Elevate your grooming, elevate yourself.
• •The next generation of groom starts now.
• •Frederick Benjamin: Formulated for us, by us.
• •Confidence starts with a great grooming routine.
• •Unlock your best self with Frederick Benjamin.