Polytar Branding Guidelines for Creators & Affiliates
These branding guidelines are intended to ensure Polytar is represented accurately, consistently, and in line with its heritage, mission, and licensed use.
Brand Purpose & Values
Polytar is on a mission to boost confidence in scalp and hair health. For over 60 years, its medicated coal-tar shampoo has been trusted by dermatologists to help people feel more comfortable, confident, and carefree.
Content should reflect:
Confidence-building
Trust, and credibility
Real-life, relatable experiences
Polytar exists to provide a solution and help people feel less self-conscious about flakes, itchiness, and scalp irritation.
Tone of Voice
Creators should communicate in their own authentic voice, keeping content:
Honest, informative, and supportive
Avoid: Promising to “cure” conditions
Content Style & Approach
Polytar content should feel natural and lifestyle-led.
Formats could include:
Hair-care routines
Conversations around confidence and scalp comfort
Relatable, everyday moments
Content may reference personal experiences with:
Dandruff
Itchiness
Flaking
Scalp irritation
Seborrhoeic dermatitis or psoriasis-related flare-ups
Eczema on the scalp
Hard water
Include key messaging where applicable: Scalp health, how stress/hormones and perimenopause can effect scalp health.
All claims must remain factual and aligned with approved product information.
