Brand Tone

Empowering, confident, supportive, aspirational, accessible, positive, celebratory, trendy, community-oriented, friendly, and engaging.

Brand Values

• •Empowerment
• •Quality
• •Individuality and Self-Expression
• •Community
• •Ethical Practices

Best Practices

• •Lead with Empowerment: Every piece of copy, from a tweet to a product description, should aim to uplift and instill confidence. Use powerful, positive words like "empower," "celebrate," "unleash," "confidence," and "radiance."
• •Center the Community: Actively feature User-Generated Content (UGC). When writing captions for customer photos, celebrate their unique style and thank them for being part of the "NYX family." This reinforces the value of community.
• •Be Aspirational but Accessible: Use high-quality, beautiful imagery and aspirational language, but always bring it back to the ease-of-use and practicality of the products. Phrases like "beginner-friendly," "ready to wear," and "effortless style" make the aspirational feel achievable.
• •Educate and Add Value: Use blog posts, tutorials, and detailed descriptions to share knowledge. This positions the brand as a trusted expert, not just a seller. The tone should be helpful, clear, and supportive.
• •Maintain a Consistent Voice Across Platforms: While the format changes (e.g., short and punchy on TikTok, more detailed on YouTube), the core tone should not. The voice should always be empowering, confident, and community-focused, whether it’s a 15-second video or a 500-word blog post.

Social Perception

Largely positive, seen as a reliable and high-quality source for human hair wigs and extensions, specifically catering to Black women. Perceived as modern and in-touch with current trends, building confidence and fostering community. Also viewed as practical and user-friendly due to glueless and wear-and-go options.

Copy Examples

• •Define Your Curls, Define Your Power. Meet our new 'Aura' coil wig. Crafted from 100% virgin human hair for a look so natural, they'll think it's all yours. Ready to wear, ready to wow. Tap to unleash your inner goddess. #NyxHair #CurlyConfidence #NaturalHair
• •Your Perfect Look is a Click Away. Tired of bad hair days? Discover the secret to flawless hair, every day. NYX HAIR offers premium, glueless wigs that are easy to apply and style. Join our community of confident women and get $15 off your first order! Shop now and transform your look. #EmpowermentInEveryStrand
• •On-screen text: From 0 to 100 in 60 seconds. Caption: That NYX HAIR feeling hits different. ✨ Our 'Sleek Bob' is pre-cut and ready to go for an instant confidence boost. Who needs a salon? #NyxHair #WigInstall #GlowUp #BobWig
• •Subject: Don't Wait, Your New Look is on Sale! Body: Hey beautiful, why blend in when you were born to stand out? For a limited time, get up to 40% off our best-selling collections. From radiant colors to luscious waves, find the wig that screams 'YOU'. Elevate your style and let your confidence shine. #NyxHair
• •Product Name: "Ember" - Burnt Orange Wavy HD Lace Wig. Description: Set your style on fire with Ember. This stunning wig features undetectable HD lace and premium virgin hair, creating the most realistic hairline imaginable. The soft, burnt orange waves offer a bold yet sophisticated look that’s guaranteed to turn heads. It’s not just a wig; it’s a statement. Effortless to install, comfortable to wear, and designed to empower.