Brand Tone

Expert, Inspirational, and Community-Oriented

Brand Values

• •Expertise and Quality
• •Empowerment and Entrepreneurship
• •Passion and Artistry
• •Resilience and Ambition
• •Education and Sharing

Best Practices

• •Speak from a Place of Authority: Use confident, knowledgeable language. Explain the 'why' behind a product or technique, not just the 'what.'
• •Empower, Don't Just Sell: Frame your copy around the user's growth. Instead of 'Our brushes are good,' use 'Our brushes give you the precision to perfect your art and increase your value.'
• •Weave in the Founder's Story: Use Valérie's journey of ambition and success to inspire and connect with your audience. Phrases like 'From one entrepreneur to another' can build a strong bond.
• •Use Inclusive Community Language: Continue using terms like 'technicians,' 'artists,' and 'entrepreneurs.' Create a feeling that your customers are part of an exclusive, professional club.
• •Balance Artistry with Business: Your copy should appeal to both the creative artist and the savvy business owner. Showcase beautiful nail art, but also mention how the products and training lead to greater client satisfaction and profitability.

Social Perception

Valérie Ducharme is highly regarded within the nail industry as an expert, leader, and inspiring mentor. Customers and students perceive the brand as a gateway to professional excellence. Her academy is seen as a place to transform from a 'nail poser' to a proud, skilled technician. The brand is associated with high-quality, professional-grade products and world-class training that delivers tangible personal and professional growth.

Copy Examples

• •Don't just add color. Add dimension. Our VD Glitz powders are triple-sifted for a flawless application, giving you the power to create art that captivates. Elevate your craft from technician to artist.
• •You've mastered the basics. Are you ready to lead? The Nails Master Class with Valérie Ducharme isn't just about technique—it's about transforming your mindset. Build your empire, one perfect nail at a time. Enroll now and redefine your limits.
• •Engineered for the artist, by the artist. Introducing our new AcryGel formula. Strength, flexibility, and control for the moments that demand perfection. Shop the revolution.
• •They said it was 'just doing nails.' I built a world from it. Your passion is your power. What will you build with it today? #VDNailArt #Nailpreneur #WomenInBusiness
• •Feeling stuck in your business? It's time to reignite your passion. Our coaching programs are designed to help you overcome your fears, perfect your skills, and build the clientele you deserve. Become the expert you were meant to be. [Discover Our Programs]