Brand Tone

bold, sensual, and empowering

Brand Values

• •Empowerment: Empower women to feel confident and express themselves without apology.
• •Self-Expression and Individuality: Makeup as a tool for personal storytelling, encouraging customers to find colors that represent their personal style and story.
• •Quality and Passion: Commitment to high-quality products (intensely pigmented, long-wear, vitamin-enriched) coupled with a narrative of passion.
• •Community: Actively fosters a community by encouraging customers to share their stories and looks using #AMFmode.

Best Practices

• •Maintain the "Bold & Empowering" Vocabulary: Consistently use strong, evocative words like "unapologetically," "command," "statement," "sexy," "empower," and "dare."
• •Lead with Emotion, Support with Function: Start copy with an appeal to feeling powerful, confident, or sensual, then follow up with practical product benefits.
• •Use Storytelling: Weave the brand's narrative into the copy, referencing that each color tells a story or is inspired by a romantic moment.
• •Incorporate the Call to Action as a Challenge: Frame calls to action as a challenge to the consumer, using phrases like "Dare to..." or "Are you bold enough to...?"
• •Ensure Visuals Match the Voice: All accompanying visuals must reflect the bold, high-quality, and sensual tone of the copy to create a cohesive brand experience.

Social Perception

Positive. Customers highlight intense pigmentation, long-lasting matte finish, comfortable feel, high quality, and good value. The brand's messaging around empowerment and embracing uniqueness resonates well with its target audience.

Copy Examples

• •Don’t just enter the room. Own it. Introducing ‘Epic’— a new shade for your boldest moments. Dare to make a statement. #AMFLIPSTICK #UnapologeticallyYou
• •Prepare for Pleasure. Experience Color That Commands Attention.
• •Ready to turn heads? Your new favorite lipstick is here.
• •Meet ‘Casanova.’ A shade of deep, romantic red for nights you’ll never forget. This intensely pigmented, long-wear matte formula offers a transfer-proof finish that stays flawless through dinner, drinks, and whatever comes next. Enriched with vitamins A and E, your lips will feel as good as they look. It’s not just lipstick, it’s a statement.
• •Fall in Love at First Swipe. Tired of lipsticks that fade? A.M.F LIPSTICK was created for the modern woman who isn’t afraid to be bold. Our intensely pigmented, cruelty-free formulas are made to last. Find your power shade today and dare to make a sexy beauty statement!