Brand Tone

Positive, encouraging, modern, and beauty-focused with an ethical conscience. It's friendly and approachable, rather than distant or overly exclusive.

Brand Values

• •Quality
• •Affordability
• •Ethical Practices
• •Inclusivity
• •Customer Empowerment

Best Practices

• •Develop a Brand Voice Guide: Document key characteristics of your tone (e.g., 'aspirational yet friendly,' 'informative but not technical,' 'positive and encouraging'), along with a list of 'words we use' and 'words we avoid.' Share this with anyone creating content.
• •Prioritize Key Values in Messaging: Consistently weave in core values like 'cruelty-free,' 'vegan,' and 'high-quality affordable' into product descriptions, social media captions, and marketing materials. This reinforces brand identity.
• •Speak Your Audience's Language: Understand the terminology and communication style of your target beauty consumer. Be relatable and use language that resonates (e.g., 'dewy,' 'sun-kissed,' 'glam') while maintaining your brand's unique voice.
• •Maintain Visual and Textual Cohesion: Ensure the tone of your copy aligns with your visual branding. If your visuals are bright, clean, and modern, your copy should reflect that – avoid overly formal or outdated language.
• •Review and Refine Regularly: Periodically review your website copy, social media posts, and marketing campaigns to ensure they still align with your intended brand tone and values. Solicit feedback and be open to evolving your voice as your brand grows, without losing its core essence.

Social Perception

The perception is that of an emerging, trustworthy indie beauty brand offering desirable products with ethical considerations.

Copy Examples

• •✨ Get Ready to GLOW! ✨ Introducing our new Lumi-Glow Skin Tint - your secret to a radiant, dewy complexion that feels as good as it looks. High-quality, vegan, and cruelty-free, because beautiful skin shouldn't cost the earth. Tap to shop your shade and find your perfect canvas! #LKTheBrand #LumiGlow #FlawlessBase #VeganBeautyUK
• •Watch this! 🤩 Our Velvet Matte Bronzer giving instant sun-kissed vibes. So easy to blend, totally buildable, and always cruelty-free! What look should we create next? 👇 #LKBeauty #MatteBronzer #MakeupTutorial #CrueltyFreeMakeup #AffordableGlam
• •Banish blemishes and brighten your under-eyes with the LK The Brand Conceal & Correct Pen. This luxe, creamy formula offers buildable coverage for a flawless finish that lasts. Crafted with high-quality, vegan ingredients, it’s gentle on your skin and kind to animals. Your secret weapon for a picture-perfect look, every day.
• •Your Cruelty-Free Faves Just Got More Affordable! 😍 Inside LK The Brand...
• •We LOVE seeing your #LKTheBrand looks! 😍 @[Username] is absolutely stunning in our Radiant Glow Setting Powder. Tag us in your selfies for a chance to be featured! ✨ #LKCommunity #CustomerLove #VeganMakeup