Brand Tone

humorous, relatable, authentic, sassy, direct, playful, energetic, and no-nonsense

Brand Values

• •Inclusivity
• •Simplicity & Functionality
• •Authenticity & Realness
• •Quality with Affordability
• •Cruelty-Free
• •Fun & Personality
• •Empowerment

Best Practices

• •Channel Celeste: Always write as if Celeste Barber is saying it – witty, a bit cheeky, brutally honest but ultimately encouraging. Use her characteristic humor and directness as a benchmark.
• •Keep it Real & Relatable: Avoid jargon and overly technical beauty terms. Speak to everyday experiences, frustrations, and the desire for simplicity. Acknowledge that most people aren't professional makeup artists.
• •Inject Humor (Wisely): Use playful language, witty observations, and a lighthearted approach. Product names are a great example. Ensure the humor aligns with the brand's inclusive and empowering values, never at anyone's expense.
• •Be Direct and No-Nonsense: Get straight to the point about product benefits and how they solve a problem or simplify a routine. Avoid fluff and exaggerated claims. The "exposing bullshit" ethos should come through.
• •Empower and Include: While being funny and direct, always ensure the underlying message is positive and affirming. Reinforce that beauty is for everyone, regardless of age, skill, or how much time they have. Use inclusive language.

Social Perception

BOOIE Beauty is generally perceived positively by its target audience, who resonate with Celeste Barber's humor and the brand's message of simple, inclusive, and fun makeup. The straightforward, no-fuss approach is widely appreciated. The brand's relatability, driven by Barber, creates a strong connection. Its focus on an often-overlooked demographic (those overwhelmed by beauty or older consumers) is seen as a key differentiator. The products are often praised for their ease of use, multi-functionality, and affordability.

Copy Examples

• •For 'Bam! Bam! Bam!' Lip, Cheek & Eye Tint: "Adulting is hard. Your makeup doesn't have to be. One stick, three jobs done. Lips, cheeks, eyes – BAM! You’re basically a superhero. (Cape not included, sorry)."
• •For 'You're Welcome' Tubular Mascara: "Finally, a mascara that works as hard as you do (and doesn't flake by 3 PM). Lashes that look ridiculously good, even if you've only had 3 hours of sleep and 4 coffees. You're welcome."
• •For 'Bloody Delicious!' Illuminated Moisturiser: "Want that 'I just had 8 hours of sleep and drink green juice' glow, without actually doing any of that? Yeah, us too. Slap on some Bloody Delicious and fake it 'til you make it. Your secret's safe with us."
• •For 'Bring Back the Bush' Eyebrow Gel Tint: "Remember the 90s? Yeah, your eyebrows do too, and they're still mad. Time to bring back the bush (the good kind). A quick swipe and your brows are back, bold, and basically bossing it."
• •General Brand Ad: "Over complicated beauty routines? Honey, we don't know her. BOOIE Beauty: 5 ridiculously good products to get you looking like the legend you are, faster than you can say 'snooze button.'"