Brand Tone

approachable, trustworthy, quality-focused, professional yet friendly, and personal

Brand Values

• •Quality
• •Affordability within Luxury
• •Customer-Centricity
• •Ethical Consciousness

Best Practices

• •Maintain a Personal Touch: Continue including handwritten notes or personalized emails to foster a sense of community and show genuine appreciation for customers.
• •Emphasize Core Values in All Communications: Every post, email, and product description should, where appropriate, echo the core values of "affordable luxury," "quality," and "cruelty-free."
• •Develop an Active and Engaging Social Media Presence: Regularly post high-quality content, interact with followers' comments and messages, and collaborate with local micro-influencers who align with the brand's values.
• •Be Transparent: Share behind-the-scenes content, talk about the sourcing of products, and be open about the challenges and successes of a small Australian business.
• •Let Customer Voices Shine: Regularly feature user-generated content and customer testimonials on social media and the website to build social proof and reinforce the brand's trustworthiness.

Social Perception

Highly-regarded and reliable by direct customers; perceived as a hidden gem due to excellent value and personalized service. However, low broader public profile due to limited marketing and social media presence, struggling with overall brand awareness.

Copy Examples

• •Your search for the perfect matte lip is over. ✨ Bold, long-lasting color that feels as good as it looks. And because we believe in beauty with a conscience, it's 100% cruelty-free. Tap to discover your new favorite shade. #CaliyaCosmetics #AffordableLuxury #CrueltyFreeBeauty
• •Why choose between quality and price? At CALIYA COSMETICS, we bring you salon-professional makeup without the luxury markup. Based in Sydney, we're your go-to for beauty that empowers. Shop our collection now and enjoy free shipping on orders over $99! #AustralianBeauty #MakeupDeals
• •The Tools of the Trade. The Price of a Passion. ✨ Discover our best-selling, ultra-soft brush sets loved by makeup artists and enthusiasts alike. Vegan-friendly and built to last. #CaliyaBrushes #ProMakeupTools
• •A little note from us to you. 💌 We see you, we appreciate you, and we're so grateful to have you in the CALIYA family. As a thank you, here’s a special something for your next order. Because you deserve it. #CaliyaCommunity
• •A short video showcasing a "Get Ready With Me" using exclusively CALIYA products. The on-screen text would highlight the "affordable luxury" and "cruelty-free" aspects, with a trending sound in the background and a call-to-action to visit the website.