Brand Tone

The prevailing tone is empowering, creative, and supportive. The communication is encouraging and celebratory, aiming to inspire confidence and self-expression through nail art. It is also informative, providing tutorials and tips that are useful for both professionals and beginners.

Brand Values

• •Self-Expression
• •Quality & Accessibility
• •Creativity & Inspiration
• •Community

Best Practices

• •Lead with Empowerment: Always frame your copy around the user's creativity and self-expression. Use active, inspiring verbs like "create," "unleash," "express," and "dare."
• •Celebrate the Community: Regularly feature and credit user-generated content. Use inclusive language ("our community," "fellow artists") to foster a sense of belonging.
• •Balance Aspiration with Accessibility: Showcase stunning, professional-level nail art, but ensure the copy remains encouraging and not intimidating for beginners. Emphasize ease of use and provide educational support.
• •Stay Visual and Descriptive: Use vivid, sensory language to describe colors and finishes. Words like "vibrant," "glossy," "shimmering," and "velvety" enrich the copy and align with the visual nature of the product.
• •Maintain a Supportive Voice: In all communications, from ad copy to customer service responses, the tone should be helpful, positive, and encouraging, reinforcing the brand as a supportive partner in creativity.

Social Perception

The public, particularly the online nail art community, perceives BLUESKY as a reputable and dependable brand. It is often recommended as a high-quality, cost-effective alternative to more expensive premium brands. The brand is seen as vibrant and on-trend, frequently releasing new color collections that align with seasonal styles. Its strong presence on TikTok and Instagram solidifies its image as a modern and engaged brand.

Copy Examples

• •Unleash your inner artist. ✨ Our new ‘Chromatic Dreams’ collection is here to turn your nails into a masterpiece. Which shade will tell your story? #DareToBeYou #BlueskyNails
• •Strength meets style. Our Sculpt & Shine Builder Gel gives you the power to create durable, flawless nail extensions with a crystal-clear finish. Build the length, live your boldness.
• •Ready to fall in love with at-home nail art? Our Starter Kit has everything you need to begin your creative journey. Get salon-quality results without leaving the house. Your nail adventure starts now!
• •This week is all about neon-pop gradients! 💚💛💜 Get inspired by our latest tutorial and see how nail artists in the BLUESKY community are making the trend their own. Show us what you create!
• •Your Nails, Your Rules, Your Art. BLUESKY provides the color. You create the magic. #DareToBeYou