Brand at a Glance

America's #1 Hair Regrowth System for Women

Keranique is a dermatologist-backed, clinically proven hair regrowth brand targeting women 35–65 with thinning or loss concerns. FDA-approved Minoxidil is the hero ingredient. Science-backed authority meets feminine aspiration.

2M+

Customers
Worldwide

100%

FDA-Approved
Ingredient (Minoxidil)

120

Day Money-Back
Guarantee

Visual Identity

Color Palette

Keranique's palette is purple-dominant — a deliberate choice signaling femininity, science, and premium positioning. The secondary gold accent adds warmth and aspiration. Clean whites and creams keep it accessible and modern.

Brand Purple

#6B3FA0

Primary — CTAs, icons, logo

Purple Mid

#8B5CB8

Hovers, accents, headings

Purple Light

#C39FDE

Badges, borders, dividers

Pale Lavender

#F0E8F8

Section backgrounds, cards

Brand Gold

#C8A96E

Premium accent, science badge

Dark Navy

#1A1A2E

Headlines, high-contrast text

Body Gray

#5A5A72

Body copy, descriptions

White

#FFFFFF

Background, card fill

Colors inferred from scraped site assets, icon files (purple-tagged), hero imagery, and Shopify theme styling — April 2026.

Visual Identity

Typography System

Option B type system — Montserrat leads all headlines for screen legibility, with Cormorant Garamond reserved for italic accent moments only. Montserrat Light and Thin carry the premium feel without sacrificing clarity at distance or small size. Lato handles all body copy.

Display Headline · Montserrat Light (Option B — sans leads for legibility)

Thicker, Fuller Hair.
Every Age, Every Stage.

Weight 300 · Letter-spacing 0.04em · Italic accent in Cormorant Garamond

UI / Labels / CTAs — Montserrat

TRY FOR YOURSELF

SHOP ALL PRODUCTS

CRUELTY-FREE COMMITMENT

Body Copy — Lato

Keranique is formulated with Minoxidil, the only FDA-approved topical solution for women's hair regrowth. Clinically proven to fight hair loss.

Messaging Architecture

Brand Voice & Positioning

Core Promise

Science-backed confidence, not just hair

Keranique sells the transformation, not the product. The emotional payoff — confidence, visibility, freedom — is always the lead. Clinical proof gives permission to believe it.

Target Audience

Women 35–65 experiencing thinning

Real women with real concerns. Testimonials are central to the brand — the "I no longer have to hide" voice. Authority comes from dermatologist endorsement + 2M+ community.

Tone

Warm authority

Not clinical or cold. Empathetic, confident, sisterly. "Made by Women, for Women" is the ethos. Inclusive across age and stage. Never fear-based — transformation-focused.

DR Mechanic

Urgency + guarantee

Limited-time savings language ("Save $65 + FREE gifts") layered with risk removal ("120-day money-back, even if bottles are empty"). Strong offer structure, multiple CTA moments.

Clean Beauty Angle

Paraben-free, sulfate-free, cruelty-free

Increasingly front-facing in new site content. Appeals to modern clean beauty consumer while maintaining FDA/clinical credibility. Icons prominently feature these pledges.

Social Proof

Real women, real results

UGC testimonials, before/after photo format, stat-driven social proof (100% agreed, 90% agreed). Harvard MD endorsement for authority. Community framing ("over 2 million women").

Product Architecture

The Keranique System

Keranique is sold as a system — four complementary products that work together. The regrowth treatment is the hero SKU (FDA-approved Minoxidil); the rest support and amplify results.

Step 1

Follicle Strengthening Volumizing Shampoo

Clears scalp buildup, stimulates follicles, thickens strands. Formulated with Keratin Amino Complex.

Scalp Build-Up · Dullness

Step 2

Follicle Strengthening Volumizing Conditioner

Lightweight formula that smooths frizz, adds volume, reduces breakage. Penetrates every strand.

Frizz · Breakage

Hero SKU

Hair Regrowth Treatment

Minoxidil — the only FDA-approved topical solution for women's hair regrowth. Patented Easy Precision Sprayer for targeted application.

Hair Loss · Hair Thinning

Step 4

Lift & Repair Treatment Spray

Combines heat protection, styling lift, and damage repair in one spray. Protects against environmental damage.

Heat Damage · Volume

Design System

UI Components & Patterns

Scraped patterns from the live site — buttons, badges, and callouts as they appear in Keranique's Shopify store and keranique.com.

CTA Buttons

Try For Yourself

Shop All

Claim This Offer

Learn More

Badges & Tags

FDA-Approved Clinically Proven Best Seller Save $65 Cruelty-Free Paraben-Free Sulfate-Free 120-Day Guarantee

Money-Back Guarantee Pattern

Keranique leads with risk removal on every page. "If you don't love your results at any time within 120 days, get a full refund — even if the bottles are empty. The gifts are yours to keep no matter what." This is a core DR trust lever — used in every LF and CTV spot.

Production Intelligence

DR Creative Notes for EyeClap

Key observations from the scrape relevant to the LF refresh and cutdowns — what the existing brand does, what's missing, and where EyeClap + Vectoris input should focus.

Area	Observation
Benefit of the Benefit	The current site leads with product features (shampoo cleans, conditioner adds volume). The emotional payoff — "I no longer have to hide," going on a date, walking into a room with confidence — is buried in testimonials. This is the biggest opportunity in the LF refresh: move BOTB to the front.
CTA Structure	The existing LF was made ~10 years ago. Current site CTAs are strong (Save $65, Free gifts, 120-day guarantee), but Eric flagged the LF offer positioning is weak. The CTA overhaul should mirror the store's current offer language and risk-removal framing.
Visual Modernization	The current keranique.com aesthetic is slightly dated — heavy GIF banners, older photography. The store (store.keranique.com) is cleaner and more modern. Use store visual language as the reference for modernization, not the DR site.
Social Proof Format	Stat-driven claims are prominent: 100% agreed, 90% agreed. These should appear early in the LF as credibility anchors before the product demo section. Harvard MD endorsement is underused in current creative — surface it.
Clean Beauty Angle	Paraben-free, sulfate-free, cruelty-free, animal-derived ingredient free. This is a modern trust signal that likely didn't exist in the original LF. A quick badge moment or VO callout can add significant credibility with today's consumer.
GenAI B-roll Targets	Lifestyle: women 35–65, confidence moments — date nights, work presentations, family events. Product: clean white-surface product shots, ingredient close-ups, sprayer-to-scalp precision shots. Hair transformation B-roll is the #1 AI generation priority.
Audience Tone Match	Keranique speaks to women who feel shame or anxiety about hair loss. The emotional register must be empathetic and empowering — never clinical, never fear-based. Testimonial voice should drive the narrative, not announcer voice.
Brand Color in Edit	Purple (#6B3FA0) is the hero color. All lower-thirds, supers, and graphic elements should use brand purple + white. Gold accent works for "Free gift" or "Save" callouts. Avoid cold blues or generic beauty-brand pinks — they're off-brand.

EYECLAP STUDIOS