Brand Tone

Empowering, Authentic, Luxurious, Supportive, and Playful

Brand Values

• •Transformation & Empowerment
• •Quality & Luxury
• •Authenticity & Realness
• •Support & Community

Best Practices

• •Speak Directly to 'Her': Always address the target woman directly using 'you,' and often 'Sister' or 'Ladies' where appropriate, to maintain that personal, relatable connection.
• •Focus on the emotional transformation as much as the physical.
• •Balance Luxury with Authenticity: While highlighting the premium quality of products, ensure the language remains grounded and understanding of real-life challenges and emotions.
• •Use 'Power Words' Consistently: Incorporate words like 'confidence,' 'radiance,' 'powerful,' 'reclaim,' 'transform,' 'deserve,' 'beauty,' 'luxury,' and 'shine' regularly to reinforce core brand messages.
• •Tell a Story (Even a Small One): Connect with the audience by framing copy around relatable situations, feelings of self-doubt, and the journey to renewed self-assurance.

Social Perception

Seen as a solution-provider; trustworthy; dedicated to helping women feel good about themselves and see their own beauty.

Copy Examples

• •"Premium, hand-selected wigs designed for real women who deserve beauty on their terms."
• •"Confidence, comfort, and effortless elegance."
• •"Real-life solutions for your real beauty journey."
• •"She's still in there and she deserves to be seen."
• •"Hair that helps you reclaim your confidence."