Brand Tone

Confident, Professional, Aspirational, Empowering, Slightly Edgy/Playful, Scandinavian Simplicity/Minimalism

Brand Values

• •Quality & Efficacy
• •Ethical Practices (cruelty-free & vegan)
• •Natural Ingredients & Clean Formulas (free from parabens, sulphates, and MIT)
• •Inclusivity & Self-Expression
• •Sustainability
• •Innovation & Challenging Norms

Best Practices

• •Maintain Scandinavian Directness: Be clear, concise, and straightforward in product descriptions and calls to action, reflecting the 'no filler, no fluff' ethos.
• •Infuse Playful Edge (Subtly): Where appropriate (especially in social media or product naming), incorporate a touch of wit or a bold turn of phrase that reflects the brand's desire to 'shake things up.'
• •Consistently Highlight Core Values: Weave in mentions of vegan, cruelty-free, natural ingredients, and sustainability naturally within the copy, reinforcing these as integral to the brand, not just add-ons.
• •Use confident and professional language when describing product benefits and scientific backing.
• •Incorporate aspirational and empowering messaging related to self-expression and challenging beauty norms.

Social Perception

Positive product performance, appreciation for ethical stance, premium and salon quality, stylish packaging.

Copy Examples

• •Nine Yards: Premium, salon-quality hair care from Sweden.
• •Go Loud Volume Shampoo: Experience incredible volume with our salon-grade formula.
• •Slapdash Defining Spray Wax: For effortless styling and a touch of playful texture.
• •Vegan and cruelty-free hair care, made with natural ingredients.
• •Shake up your haircare routine with Nine Yards and express your unique style.