Brand Tone

Empowering & Confident, Performance-Oriented & Efficacious, Clean & Conscious, Approachable & Relatable, Modern & Energetic

Brand Values

• •Performance
• •Clean Beauty
• •Sustainability
• •Empowerment & Confidence
• •Authenticity
• •Innovation

Best Practices

• •Use Active, Empowering Language: Employ verbs and phrasing that convey strength, energy, and confidence. Words like "unleash," "conquer," "drive," "power," and "perform" align with the brand's athletic focus.
• •Highlight Performance & Efficacy Clearly: Be specific about product benefits relevant to an active lifestyle (e.g., "sweat-resistant for up to 2 hours," "won't budge during high-intensity workouts"). Back these claims with authenticity.
• •Integrate Clean and Ethical Messaging Naturally: Weave in terms like "clean formula," "vegan," "cruelty-free," and "sustainable packaging" as key features, not just afterthoughts. This reinforces core values.
• •Maintain an Authentic, Relatable Voice: Speak directly to the target audience, acknowledging their challenges and aspirations. Using testimonials or featuring real athletes (as the brand does) can enhance this. Avoid overly technical jargon unless explaining a specific ingredient benefit simply.
• •Ensure Visual and Textual Consistency: The energetic, clean, and modern tone should be reflected not only in words but also in the imagery, color palettes, and overall design used alongside the copy across all platforms. This creates a cohesive brand experience.

Social Perception

Innovative and Niche-Focused, High-Quality and Effective, Trustworthy and Aligned with Values, Athlete-Approved, Female-Empowering

Copy Examples

• •Headline: Sweat Doesn't Mean Surrender. Your Beauty Shouldn't Either. Body: Introducing Athletic Cosmetic Company. High-performance, super clean makeup and skincare that works as hard as you do. Go ahead, push your limits. We’ve got you covered. #GameChangingCosmetics #Athbeauty
• •Headline: From the Boardroom to the Finish Line. Uncompromising Beauty. Body: Why choose between performance and elegance? Our long-lasting, featherweight formulas are designed to move with you, seamlessly. Look and feel your best, no matter where your ambition takes you. #PerformanceElegance #AthleticCosmetic
• •Headline: Clean Beauty That Keeps Up. Body: Vegan. Cruelty-Free. Sweatproof. Our commitment to clean and sustainable means you can focus on your goals, not your makeup. Experience the power of researched-backed ingredients that nourish and protect. #CleanAthlete #SustainableBeauty
• •Headline: The G.O.A.T. Mascara: Your Secret Weapon for Indestructible Lashes. Body: Hot yoga? Intense spin class? Bring it on. Our award-winning G.O.A.T. Mascara is 100% sweatproof, waterproof, and smudge-proof. Elevate your look with extreme volume and length that lasts. As worn by champions. #GOATmascara #WaterproofWinner
• •Headline: Unleash Your Inner Athlete. Radiate Confidence. Body: At Athletic Cosmetic Company, we believe in the power of the athletic spirit. Our products are more than just makeup; they're a tool to empower you to train hard, embrace challenges, and chase your passions with unstoppable confidence. #AthleticSpirit #BeautyThatDrivesYou