Brand Tone

aspirational, empowering, youthful, and friendly

Brand Values

• •Inclusivity & Diversity: A core stated value is to "shed light on diversity, in support of all races and genders." The brand emphasizes that "Beauty Has No Standards."
• •Cruelty-Free: Products are highlighted as cruelty-free.
• •Affordability & Accessibility: The brand aims to provide products at an "affordable expense." The DIY nature of the lash extensions also speaks to accessibility.
• •Self-Expression & Empowerment: Ariess Beauty encourages customers to "perfect their glam" and express themselves, positioning makeup as a tool for confidence.
• •Quality: While aiming for affordability, they also mention providing "cruelty-free products and service."

Best Practices

• •Embrace Emojis & Youthful Language: Consistently use relevant emojis (✨, 💕, 😉, 👑, 🌸) and contemporary, friendly slang ("babe," "glow-up," "serve looks") where appropriate, particularly on social media, to maintain a youthful and approachable feel.
• •Focus on Empowerment & Ease: Frame product benefits around empowerment (e.g., "unleash your inner artist," "be your own kind of beautiful") and the simplicity/convenience of achieving the desired look ("in minutes," "easy to apply").
• •Maintain an Inclusive Voice: Use gender-neutral language where possible when addressing the audience broadly. Reinforce the "Beauty Has No Standards" message subtly or overtly in campaigns.
• •Be Aspirational but Relatable: Showcase stunning results but also acknowledge the DIY journey. User-generated content is great for this, as are simple, clear tutorials. The tone should inspire, not intimidate.
• •Stay Positive & Engaging: Use upbeat language, ask questions to encourage interaction (especially on social media), and celebrate customers' looks and creativity. Respond to comments and DMs in the same friendly and helpful brand voice.

Social Perception

Positive: Customers who successfully use the products seem pleased with the results, ease of application (once mastered), and the aesthetic. The brand's Instagram showcases positive user-generated content, suggesting a community of satisfied users who appreciate the look and convenience.

Copy Examples

• •Wake up, glam up, conquer. ✨ Our Lash Ribbons make it *that* easy to serve looks daily. Who needs a filter when your lashes are this flawless? 😉 #AriessBeauty #DIYlashes #BeautyHasNoStandards
• •Your at-home lash glow-up starts NOW! 💖 Our All-In-One Lash Kit has everything you babe need to create stunning, long-lasting lash extensions in minutes. Gentle, cruelty-free, and seriously gorgeous. Unleash your inner lash artist! #AriessBabe #LashGoals
• •Hey Gorgeous! ✨ Your Lash Game is About to Level Up...
• •Weekend vibe check! 👇 Are you team: 👑 Full Glam Goddess (with our 'Drama Queen' Lashes) 🌸 Effortless Chic (rocking the 'Au Naturel' Ribbons) Vote now, babe! #AriessBeautyPoll #DIYBeauty
• •Be Your Own Kind of Beautiful. ✨ Ariess Beauty: Salon-worthy lashes, no appointment needed. Cruelty-free & always you. Shop the collection! #EmpoweredByAriess