Brand Tone

playful, sophisticated, cheeky, and confident

Brand Values

• •Clean Beauty/Toxin-Free Formulations
• •Cruelty-Free
• •High Performance & Quality
• •Skincare-Inspired Ingredients / Nail Health
• •Feel Good Beauty®
• •Playful Self-Expression & Imagination
• •British Heritage & "Cheeky" Wit

Best Practices

• •Embrace the "Posh & Playful" Paradox: Balance sophisticated language with moments of witty, cheeky, or fun interjections. Think "afternoon tea with a side of rock 'n' roll."
• •Always Highlight "Feel Good Beauty®": Connect product benefits back to the feeling they evoke – confidence, polish, joy, and the reassurance of using "good-for-you" formulas.
• •Lead with "Clean" & "Caring": Consistently mention the "10-Free" promise for nails and the clean ingredients in makeup. Make it a non-negotiable part of the product description, reassuring customers of the brand's commitment to their well-being.
• •Use Britishisms Sparingly and Authentically: Incorporate subtle nods to the brand's London heritage (e.g., "darling," "smashing," "cheeky," "every bloody time") where appropriate, but avoid overdoing it to the point of caricature.
• •Keep it Confident and Empowering: The copy should sound assured and inspire confidence in the user, both in the product's performance and in their own self-expression. Avoid overly technical jargon unless explaining a key benefit (like the Shock Resistant Polymer Technology).

Social Perception

Positive Reputation for Nail Lacquer Quality & "Clean" Formulas, Premium/Prestige Brand, Innovative & On-Trend, Growing Recognition for Makeup, Association with "Feel Good" Experience.

Copy Examples

• •Ready to cause a bit of a stir? Our Patent Shine 10X Nail Lacquer in [Colour Name] isn't just a colour, it's a statement. Drench your nails in rebellious, chip-resistant shine that’s 10-Free & fabulous. Go on, be a little cheeky.
• •Indulge your skin with our LumiMatte Skin Tint. Effortless, buildable coverage meets skin-loving ingredients for that 'I woke up like this' posh glow. Because feeling good is always in fashion. #FeelGoodBeauty
• •Your nails deserve the royal treatment, darling. That’s why our lacquers are 10-Free and packed with good-for-you ingredients like Bamboo Extract. Get brilliant colour and stronger, healthier-looking nails, all without the nasties. It’s beauty you can trust.
• •Don't let dull nails be your autumn story. Fall hard for our new [Collection Name] hues. Rich, creamy, and oh-so-London. P.S. They're 10-Free, because we're thoughtful like that.
• •Born from a rebellious London spirit, butter LONDON blends high-fashion flair with a passion for cleaner beauty. We’re for the bold, the imaginative, and those who believe beauty should be as fun as it is good-for-you. Posh, polished, and always playful.