Brand Tone

Approachable and Friendly, Value-Oriented, Playful and Trendy, Enthusiastic

Brand Values

• •Affordability
• •Quality/Value Balance
• •Variety and Versatility
• •Cruelty-Free
• •Innovation and Style

Best Practices

• •Know Your Audience, Speak Their Language: Use relatable, everyday language that resonates with a younger, budget-conscious demographic. Avoid overly technical jargon.
• •Emphasize Value, Not Just Price: While affordability is key, highlight the *value* (e.g., pigmented shades, long-wearing, versatile) that customers get for the price.
• •Keep it Positive and Upbeat: Use enthusiastic and optimistic language. Words like 'love,' 'fave,' 'glow,' 'play,' and 'discover' can reinforce a positive brand association.
• •Incorporate Emojis and Playful Elements (where appropriate): Especially on social media, emojis can enhance the friendly and trendy vibe. Use them strategically to add personality.
• •Create a Brand Voice Guide: Develop a simple document outlining key brand voice characteristics, approved terminology, and a 'do's and don'ts' list for writing copy. This helps ensure consistency across all platforms and by anyone creating content for the brand.

Social Perception

Affordable Go-To, Good for Experimentation, Decent Quality for Price, Somewhat Nostalgic/Established Budget Brand

Copy Examples

• •Headline: Your Next Fave Look Doesn't Need to Break the Bank! ✨ Body: Dive into 2nd Love Cosmetics and discover vibrant shades, killer quality, and prices that make you smile. Get ready to play!
• •Headline: Glow Up on a Budget? Yes, Please! 💖 Body: Our best-selling baked bronzers give you that sun-kissed radiance without the splurge. Shine on, savvy beauty!
• •Headline: Swipe Right on Affordable Glam! 💋 Body: From bold lips to defined brows, 2nd Love has all your makeup must-haves. Quality you'll love, prices you'll adore.
• •Headline: Experiment, Express, Enjoy! 🎉 Unleash Your Inner Artist. Body: With our huge range of colors and super-friendly prices, trying new trends is always a good idea. What look will you create today with 2nd Love?
• •Headline: Cruelty-Free & Cute? That's How We Roll! 🐰 Body: Look good and feel good knowing your 2nd Love faves are made with love, not by testing on animals. Affordable beauty with a conscience.