Brand Tone

Empowering & Inclusive, Professional & High-Quality, Proudly South African & Local, Approachable & Friendly, Passionate & Vibrant

Brand Values

• •Quality
• •Affordability
• •Cruelty-Free
• •Inclusivity
• •Empowerment
• •Local Economic Growth
• •Customer Satisfaction & Service
• •Innovation & Evolution

Best Practices

• •Always Emphasize "Professional Quality for Everyone": Whether talking about product performance, ingredients, or tutorials, link it back to the core idea that professional-grade results are accessible to all users, regardless of skill level or budget.
• •Incorporate "Proudly South African" Subtly and Overtly: Use the SA flag emoji 🇿🇦, mention local manufacturing, highlight collaborations with local artists/influencers, and use relevant hashtags. This reinforces a key differentiator.
• •Maintain an Empowering and Positive Voice: Focus on how the products help users feel confident, creative, and beautiful. Use uplifting language and celebrate individuality and self-expression. Frame makeup as a tool for empowerment.
• •Be Approachable and Community-Focused in Engagement: When responding to comments, DMs, or creating community content (like workshop promotions), use a friendly, helpful, and encouraging tone. Foster a sense of belonging, like the "Alila Sisterhood" mentioned on TikTok.
• •Consistently Highlight Core Values in Messaging: Regularly weave in mentions of being cruelty-free, offering high pigmentation, good value/affordability, and suitability for all skin tones across all platforms and marketing materials. This repetition builds strong brand association.

Social Perception

Trusted by Professionals, High-Quality yet Affordable, Locally Loved, Effective Products, Creative & Expressive, Community-Oriented

Copy Examples

• •Headline: Unleash Your Inner Artist.🇿🇦 Alila: Pro Pigment, Lovingly Local. Body: Discover why South Africa’s top makeup artists and beauty lovers choose Alila. Our highly pigmented, cruelty-free makeup is designed for every face, every look, every day. Quality you can trust, at prices you’ll love. #AlilaProMakeup #ProudlySA #CrueltyFreeBeauty
• •Headline: Flawless All Day, The Alila Way. Body: From boardroom to spotlight, your look stays impeccable. Alila Professional Makeup offers long-wearing formulas that feel as good as they look. Professional grade, because you deserve the best. Shop your new favourites!
• •Headline: Beauty for All. Colour for You. Body: At Alila, "Professional Makeup For Everyone" isn't just a tagline, it's our promise. Explore a world of vibrant shades and inclusive formulas, all cruelty-free and made with love in South Africa. What look will you create today?
• •Headline: More Than Makeup, It's Confidence. ✨ Body: Join the Alila community! Whether you're a pro MUA or just starting your beauty journey, our affordable, high-performance makeup and supportive workshops are here to help you shine. Let's create something beautiful together.
• •Headline: Your Go-To Glam. Seriously Affordable. Seriously South African. Body: Get that high-definition finish without breaking the bank. Alila Professional Makeup delivers richly pigmented, long-lasting results. Supporting local never looked so good!🐰