Brand Tone

Passionate & Enthusiastic, Direct & Informative, Community-Focused, Innovative & Creative, Slightly Edgy & Bold

Brand Values

• •Cruelty-Free
• •Planet Consciousness/Sustainability
• •Quality & High Performance
• •Inclusivity & Self-Expression
• •Independence
• •Transparency
• •Giving Back

Best Practices

• •Embrace Vivid & Evocative Language: Use strong adjectives and descriptive verbs that convey excitement, quality, and the unique experience of using Adept products (e.g., electrifying, buttery, celestial, ignite, transform).
• •Highlight Innovation and Uniqueness: Consistently emphasize what makes Adept Cosmetics® different – the special shimmer formulas, the multi-dimensional shifts, the curated color stories, and the indie spirit.
• •Maintain Honesty and Acknowledge Values: Clearly communicate core values like being cruelty-free and efforts towards sustainability. While being positive, avoid over-promising, especially in areas where there has been past criticism (e.g., ensure customer service lives up to any claims).
• •Speak to the \"Makeup Addict\": Use language that resonates with passionate makeup enthusiasts who appreciate quality, artistry, and collecting unique products. Reference the joy of makeup and self-expression.
• •Be Direct and Informative, Yet Engaging: While being creative with descriptions, also provide clear, factual information about the products (e.g., finishes, key ingredients if beneficial, how to use). Ensure all marketing communications are accessible and easy to understand.

Social Perception

Generally positive, particularly regarding product quality. Mixed regarding customer service and brand ethics.

Copy Examples

• •Headline: Unleash Your Alter Ego. Body: Dive into a universe of unparalleled shimmer and pigment with Adept Cosmetics®. Our expertly crafted formulas are designed for the bold, the creative, and the makeup obsessed. Why just wear makeup when you can make a statement?
• •Headline: Beyond Blendable. Beyond Brilliant. Body: Experience the Adept Cosmetics® difference. From buttery mattes to electrifying multi-chromes that shift with every glance, our palettes are your playground. Create looks that are as unique and vibrant as you are.
• •Headline: Artistry in Your Hands. Consciously Created. Body: At Adept Cosmetics®, high-performance beauty meets mindful practices. Indulge in our cruelty-free, intensely pigmented eyeshadows, knowing we’re committed to a more beautiful planet. Your artistry deserves nothing less.
• •Headline: Stop Dreaming in Color. Start Wearing It. Body: Why wait for inspiration when you can wear it? Adept Cosmetics® delivers innovative shades and captivating textures that ignite your creativity. It’s not just makeup, it’s an experience.
• •Headline: The Indie Edge. The Pro Finish. Body: Discover the cult-favorite quality of Adept Cosmetics®. We pour passion into every pan, bringing you unique color stories and formulas that rival the best. Elevate your makeup game.