Brand Tone

Artistic & Expressive, Professional & High-Performance, Empowering & Inclusive, Playful & Fun, Modern & Edgy

Brand Values

• •Artistry & Creativity
• •Self-Expression
• •Quality & Performance
• •Inclusivity
• •Empowerment
• •Innovation
• •Ethical Practices

Best Practices

• •Anchor to the Founder's Voice (Jo Baker): Consistently channel Jo Baker's blend of professional expertise, artistic passion, and modern edge in all communications. Her voice *is* the brand's foundational tone.
• •Prioritize Visual-Linguistic Harmony: Ensure the bold, artistic, and expressive visuals are always matched by equally vibrant, empowering, and creative language. The words should feel like the makeup looks.
• •Speak the Language of "Artistry for All": While showcasing high-fashion and avant-garde looks, always bring the message back to inclusivity and the idea that everyone can participate in this creative expression. Use encouraging and accessible language.
• •Embrace Playful Professionalism: Balance the high-performance, "red carpet-tested" messaging with the fun, experimental, and rebellious spirit of the brand. It’s serious makeup that doesn’t take itself *too* seriously.
• •Create a "Tone & Values" Style Guide: Develop an internal document outlining the core brand voice characteristics (e.g., Expressive, Bold, Empowering, Edgy, Professional, Inclusive, Playful), key terminology ("limitless expression," "red carpet rebel," "artistry"), and "do's and don'ts" to ensure consistency across all writers and platforms. This guide should also reiterate brand values like creativity, self-expression, and quality.

Social Perception

Credible & Expert-Driven, Innovative & Unique, High Quality, Artistic Community Focus, Emerging & Trendy, Mixed on "Everyday" Use (for some)

Copy Examples

• •Unleash the Drama. Tarantulash: Red-carpet lashes, your rules.
• •Your face is a canvas. Your story is unique. Show us your #BakeupArtistry. We're here for every stroke of genius, every pop of color, every gem that tells your tale. Artistry for all isn't just a tagline, it's our promise.
• •NEW DROP: ✨ Fantasize in Full Color. The [New Palette Name] is Here!
• •Why wait for a festival? Adorn your everyday. Our self-adhesive face gems bring playful rebellion to your look. Easy to apply, impossible to ignore. Dare to dazzle.
• •Born from 25 years on set and a passion for limitless expression, Bakeup Beauty delivers pro-grade artistry into your hands. No more compromising. Just pure pigment, lasting power, and the freedom to create who you want to be today.