Brand Tone

Vibrant & Bold, Passionate & Urgent, Luxurious & Conscious, Proudly Cultural (Mexican), Empowering & Inclusive, Innovative & Disruptive

Brand Values

• •Sustainability & Environmental Responsibility
• •Clean & Safe Ingredients
• •Cruelty-Free
• •Cultural Celebration & Representation
• •Vibrancy & Self-Expression
• •Luxury Redefined
• •Transparency & Action

Best Practices

• •Embrace "Spanglish" Authentically: Weave in Spanish words and phrases (like product names or common expressions e.g., "Hola," "Amamos") naturally to reinforce the brand's Mexican heritage, but ensure context makes it understandable or engaging for a broader audience.
• •Lead with Vibrancy, Support with Consciousness: Always highlight the bold color and luxurious performance first, then seamlessly integrate the messages of sustainability and clean ingredients. This ensures the desirability of the makeup isn't overshadowed but enhanced by its ethics.
• •Use Strong, Action-Oriented Language: Reflect the urgency and passion of "AORA" (now) with active verbs and a confident, slightly rebellious tone against outdated industry norms (e.g., "We said ENOUGH!").
• •Tell the Story of "Luxury Redefined": Consistently articulate how AORA's quality, craftsmanship, noble materials, and enduring design (reusable, recyclable packaging) represent a new, more conscious form of luxury.
• •Maintain a Celebratory and Empowering Voice: Frame the use of color and sustainable choices as joyful acts of self-expression and positive impact. Encourage consumers to feel good about their beauty choices.

Social Perception

Highly Positive, Innovative & Unique, Authentic, Trustworthy, Aspirational & Modern

Copy Examples

• •Headline: AORA: Color That Speaks Volumes. Sustainability That Shouts. Body: Tired of clean beauty that whispers? We are. AORA brings you intensely pigmented, plastic-free makeup, born from the vibrant heart of Mexico. It's time for beauty to be bold, conscious, and unapologetically you. #AORAMakeup #PlasticCouldNever #ColorConsciente
• •Instagram Caption (with product shot): Feel the caress of Acaríciame Lip Serum. 💄✨ Pure, plant-derived hydration meets a burst of luscious color. Crafted in Mexico, 100% plastic-free, because your lips and our planet deserve luxury that lasts. #AORAacaríciame #LuxuryRedefined #MexicanBeauty
• •Website Banner: MÍRAME: Look at What's Possible. Nine shades of pure, talc-free pigment in a 100% metal, infinitely recyclable palette. Clean beauty just got a vibrant awakening, straight from Mexico City. Dare to see beauty differently. #AORAMírame #SustainableGlam #CleanBeautyNowInColor
• •TikTok Video Concept Intro: "They said clean makeup had to be beige. They said luxury needed plastic. We said, '¡Ya basta!' (Enough!) This is AORA. Vibrant. Mexican. Radically Sustainable." (Showcases colorful swatches and unique metal packaging) #AORAMakeup #AhoraEsCuando #BeautyRevolution
• •Email Subject Line: Now is the Time: Experience AORA's Plastic-Free Vibrancy. Body Snippet: Discover makeup that’s as rich in color as it is in values. AORA is here to prove that sustainability and show-stopping beauty go hand-in-hand. Explore our collection, inspired by Mexico, designed for the world. #AORAnow #ConsciousColor