Brand Tone

Educational & Empowering, Approachable & Inclusive, Value-Oriented & Quality-Conscious, Friendly & Engaging

Brand Values

• •Cruelty-Free & Vegan
• •Education
• •Quality Ingredients
• •Accessibility & Inclusivity
• •Customer Support

Best Practices

• •Prioritize Education: Always aim to inform and empower. Frame product descriptions and social media posts around how the product helps the user achieve a look or learn a skill, rather than just listing features. Provide tips, tricks, and clear instructions.
• •Maintain an Inclusive Voice: Use language that welcomes everyone, regardless of their makeup skill level, age, or skin tone. Avoid jargon where possible, or explain it clearly. Highlight the versatility of products for different needs.
• •Emphasize Core Values: Consistently weave in mentions of "cruelty-free," "vegan," and "high-quality ingredients" where relevant and natural. This reinforces brand identity and appeals to value-aligned consumers.
• •Keep it Approachable and Friendly: Use a conversational and encouraging tone. Avoid overly technical or exclusive language. Make the brand feel like a helpful friend in the beauty space.
• •Show, Don't Just Tell: Accompany copy with strong visuals like before-and-afters, swatches on different skin tones, and short video tutorials. This supports the educational and approachable aspects of the brand and makes the copy more impactful.

Social Perception

Positive for Beginners, Good Value for Money, Effective Products, Appreciation for Cruelty-Free/Vegan Status, Occasional Inconsistencies, Influencer Approved (to some extent)

Copy Examples

• •Headline: Unlock Your Inner Makeup Artist. Body: "Intimidated by contouring? Don't be! Our Aesthetica Cosmetics Cream Contour Kit comes with easy step-by-step guides, making it simple to sculpt, define, and highlight your best features. Vegan, cruelty-free, and designed for every face. #AestheticaCosmetics #ContourLikeAPro #VeganBeauty"
• •Headline: Flawless Finish, Guilt-Free Glam. Body: "Get that perfectly blended, airbrushed look with Aesthetica Cosmetics. Our PETA-certified vegan and cruelty-free makeup means you can look amazing *and* feel good about your choices. High-quality ingredients, for every skin tone. ✨ #EthicalBeauty #AestheticaGlow #MakeupForAll"
• •Headline: Your Go-To for Effortless Definition. Body: "From subtle sculpting to dramatic definition, our Aesthetica Cosmetics palettes give you everything you need in one place. Highly pigmented, super blendable, and always cruelty-free. Ready to simplify your routine? #AestheticaEssentials #EasyContour #BeautySimplified"
• •Headline: Beauty Beyond the Filter. Real Results, Real Easy. Body: "Forget complicated tutorials! Aesthetica Cosmetics empowers you with the tools and guides to achieve stunning makeup looks, no filter needed. Discover shades that flatter your unique beauty. #ConfidentInYourSkin #AestheticaHowTo #RealBeauty"
• •Headline: The Secret's Out: Pro-Quality Contour, Made Simple. Body: "Ever wonder how they get that perfect sculpt? Our Aesthetica Cosmetics Contour Kits are packed with blendable shades and easy-to-follow instructions, so you can master contouring at home. Join the thousands who love our vegan, cruelty-free formulas! #AestheticaSecrets #MakeupTutorial #SculptAndDefine"