Brand Tone

Luxurious & Sophisticated, Caring & Nurturing, Ethical & Conscious, Confident & Empowering, Informative & Scientific

Brand Values

• •Health & Wellness
• •Ethical Practices
• •Luxury & Quality
• •Innovation
• •Empowerment
• •Transparency

Best Practices

• •Lead with "Ethical Luxury": Consistently weave together the dual messages of high-end, sophisticated beauty with the brand's unwavering commitment to clean, vegan, cruelty-free, and sustainable principles.
• •Educate on the "Skin Care for Nails™" Difference: Clearly explain and reinforce how Adesse New York products go beyond aesthetics to actively treat, heal, and improve nail health, using nurturing and restorative language.
• •Maintain Sophistication with Clarity: Employ an elegant and aspirational vocabulary that evokes the New York spirit, but ensure the messaging remains accessible, informative, and genuine.
• •Inspire through Empowerment and Individuality: Craft narratives and use visuals that showcase how healthy, beautiful nails contribute to overall confidence and self-expression, highlighting the transformative power of self-care.
• •Uphold Transparency as a Cornerstone: Regularly remind the audience of the "12-Free" promise and the benefits of the natural and organic ingredients used, reinforcing trust and the brand's dedication to health and safety.

Social Perception

A Provider of Quality & Efficacy, A Champion of Clean Beauty, A Premium/Luxury Brand, A Brand for Self-Care, Discoverable through Curated Experiences, Subject to Minor Usability Critiques

Copy Examples

• •Experience the fusion of New York sophistication and conscious care. Adesse New York’s 12-Free, vegan nail lacquers don’t just color; they nurture with organic extracts, revealing your nails' true brilliance. Ethical luxury, redefined.
• •Empower your beauty, naturally. Our advanced 'Skin Care for Nails™' system transforms your nail health from the inside out. Indulge in vibrant, long-lasting color that’s as kind to the planet as it is to your nails.
• •More than a manicure, it's a statement. Adesse New York delivers high-performance, anti-aging treatments and richly pigmented lacquers, all cruelty-free and sustainably made in the USA. Unveil your most confident hands.
• •Discover the science of beautiful nails. Infused with plant-based actives and free from 12 harmful toxins, Adesse New York offers a luxurious path to stronger, healthier, and more radiant nails. This is beauty that truly cares.
• •From runway-inspired hues to intensive repair, Adesse New York crafts every formula with integrity and innovation. Elevate your nail ritual with our PETA-certified, vegan solutions and embrace everyday luxury.