Brand Tone

aspirational yet accessible and friendly

Brand Values

• •Naturalness and Quality
• •Accessibility
• •Self-Care and Empowerment
• •Innovation and Diversity

Best Practices

• •Lead with "You": Frame your copy around the customer. Use words like "your," "you," and "discover" to make the message personal and focused on their needs and aspirations.
• •Emphasize Benefits, Not Just Features: Instead of just listing ingredients, explain how they will make the customer feel or the results they will see (e.g., "revitalizes for a youthful glow" instead of "contains hyaluronic acid").
• •Maintain a Positive and Empowering Vocabulary: Use uplifting and encouraging words. Phrases like "embrace your beauty," "feel confident," and "a moment for you" reinforce the brand's self-care value.
• •Be Transparent and Educational: When discussing ingredients, be clear and simple. Briefly explain what an ingredient does in an accessible way. This builds trust and positions the brand as a knowledgeable authority.
• •Stay Visually and Tonally Consistent: Ensure that the friendly, aspirational, and natural tone is reflected not only in the text but also in the visuals used across all platforms. The aesthetic should always feel clean, bright, and inspired by nature.

Social Perception

AIVI Cosmetics is perceived as a reliable, modern, and trustworthy Romanian brand offering quality products at an accessible price point. It successfully competes with international brands and maintains a customer-centric and engaged presence, enhanced by its association with an established parent company.

Copy Examples

• •Unlock your inner glow! ✨ Our new Vitamin C serum is packed with natural antioxidants to brighten and revitalize your skin. It ’s not just skincare, it’s a daily ritual of self-love. Ready to shine? #AIVICosmetics #NaturalGlow #AffordableLuxury
• •Tired of complicated skincare routines? We believe in the power of simplicity and nature. Discover our 3-step routine for radiant skin: Cleanse, Hydrate, and Glow. Effective, natural, and created with you in mind. Shop now and receive a free gift with your first order! #AIVICare #SimpleSkincare #RomanianBeauty
• •Your Beauty, Naturally Revitalized. Explore our collection of cosmetics made with the finest natural ingredients. Experience affordable luxury and let your skin feel the difference. #AIVIBeauty
• •Watch how our ‘Perfect Finish’ foundation creates a flawless, natural look! 🌿✨ Easy to apply and feels amazing on the skin. Get yours and join the #AIVIGlowUp challenge! #MakeupTutorial #NaturalBeauty #MadeInRomania
• •A Gift From Nature, Just For You 🎁 (Email Body Excerpt): Hi [Name], at AIVI Cosmetics, we believe that nature provides the best ingredients for beautiful skin. This week, we're celebrating our 'Power of Plants' collection. Discover products that nourish, protect, and revitalize, bringing you one step closer to your best skin ever.