In a beauty industry saturated with generic messaging & unrealistic standards, Estrid emerged as a disruptor, challenging the status quo of shaving.

Estrid faced the challenge of standing out in a market cluttered with established brands.

The objective wasn’t just to sell razors but to create a movement that celebrated diversity, inclusivity & self-expression. The brand needed a tone of voice that resonated with a modern audience while redefining the perception of shaving.

Today, we’re diving into how Estrid successfully redefined the tone of voice within the shaving industry, fostered a community & empowered individuals to embrace their authentic selves.

‍

📝 Staying social on socials

‍

Estrid understands the power of organic social media & community in the digital age.

Through social media, the brand cultivates a space where individuals can share their experiences, challenges & triumphs. This community-driven approach not only provided a support system but also allows Estrid to gather valuable feedback for continuous improvement.

The tone of voice is conversational, approachable & light-hearted across all of their social media channels, fostering an authentic connection with their audience.

Their Instagram heavily features user-generated content (UGC) with short-form captions, creating an authentic & relatable narrative. And, using their audience’s voice to creates a genuine word-of-mouth approach.

‍

The brand's community is growing exponentially, with users actively engaging in conversations, sharing personal stories & building a supportive network of Estrid-lovers.

‍

📦 Product packaging that speaks for itself

‍

Rather than focusing solely on the functionality of the razors, Estrid highlights the emotional aspect of shaving.

The brand communicates the idea that shaving isn’t just a routine but a form of self-care & self-expression. This resonated strongly with a consumer base looking for products aligned with their values.

Estrid experienced a notable increase in sales recently, attributed not only to the quality of their products but also the emotional connection established through their messaging. Customers became loyal advocates, contributing to the brand's sustained success.

The packaging’s copy is so loved among the community that there are endless “hauls” online showcasing the brilliant, well-thought you copy across Instagram & TikTok.

‍

‍

💡 Empowerment through influencers

‍

Estrid’s tone of voice is informative & empowering. And that needs to come through the influencers they work with too.

The brand focuses on educating consumers about shaving without perpetuating unrealistic beauty standards.

By partnering with a selection of authentic influencers like Nelly London, Grace Beverley & Chessie King & giving them complete creative control over the content they shared with their audiences, it resulted in natural content. These influencers are genuinely excited by the brand & this shows in their content.

Without even briefing these influencers on their tone of voice, it really shines through that authenticity is at the heart of everything they do. And by choosing the right influencers, they can carry this through their partnerships too.

‍

🪄 A 10/10 example

‍

Recently, Gilette bought an Estrid URL & redirected it to their site. When Estrid noticed, they took to social media.

This is a masterclass in social PR, crisis management, taking control of the narrative & entrenching the “you vs. us”  marketing strategy.

They’ve mastered the art of simple copywriting, the use of memes & addressing the problem head-on wonderfully here.

This post has since been deleted & we want the details 👀

‍

‍

In conclusion, Estrid's case exemplifies the transformative power of redefining tone of voice in the beauty industry.

By embracing inclusivity, empowerment & community-building, the brand not only challenged traditional norms but also created a movement that resonated with a diverse & modern audience.

In the ever-evolving landscape of beauty, Estrid stands as a beacon of authenticity, proving that a razor can be more than just a grooming tool – it can be a tool for self-expression & confidence.

Many thought Estrid would be a “fad”. They’ve gone & proved them wrong.

‍

Key takeaways

‍

👉 When working with influencers, choose them carefully & make sure they fully represent your brand.

👉 Stick to your tone of voice even when things get tricky. But adapt it for the context (unlike Oatly, read more here).

👉 Your copywriting style & tone of voice should be consistent across all platforms from socials to packaging & everything in between.

‍