Brand Tone

Professional, Authoritative, Passionate, Inspirational, Quality-Focused, Trustworthy, Caring & Supportive

Brand Values

• •Quality & Perfection
• •Efficacy & Performance
• •Customer Satisfaction (for both nail techs and their clients)
• •Empowerment & Support
• •Cruelty-Free
• •Integrity & Passion

Best Practices

• •Emphasize Professional Expertise: Consistently use language that speaks to nail technicians, highlighting benefits relevant to their work (e.g., 'ease of application,' 'self-leveling,' 'client retention,' 'professional use').
• •Showcase Quality and Durability: Use strong, confident language when describing product attributes like longevity, strength, and the quality of ingredients/formulas.
• •Incorporate the Founder's Passion (Authentically): Weave in elements of the founder's story or the 'why' behind the brand to add a layer of authenticity and inspiration, connecting on a more personal level where appropriate.
• •Be Clear and Informative: Provide clear, accurate information about product use, benefits, and ingredients, reinforcing the brand's authority and trustworthiness.
• •Use specific and quantifiable details: Use numbers to show the efficiency and effectiveness of products.

Social Perception

Very positive among users (nail technicians). Brand is relatively new but perceived as high-quality and reliable.

Copy Examples

• •Experience the magic of CAMAT.
• •Our founder, Aysha, poured her heart and expertise into creating a line that’s not only a dream to work with but also supports your craft and your clients' happiness.
• •Quality you can trust, results they'll love.
• •Join the #CAMATgirl community.
• •Your clients will thank you.