Brand Tone

Empowering, Glamorous, and Community-Centric.

Brand Values

• •Quality
• •Affordability
• •Self-Expression and Confidence
• •Inclusivity

Best Practices

• •Always Center the Customer: Use "you" and "your" frequently. Make the customer the hero. Instead of "Our lashes are great," try "Your new go-to lashes for a night out." Highlight user-generated content whenever possible to reinforce the community value.
• •Use Empowering and Active Language: Employ strong verbs and confident phrasing. Words like "unleash," "command," "define," "elevate," and "transform" align with the brand's promise of boosting confidence.
• •Maintain a Consistent and Engaging Voice: Keep the tone glamorous but approachable. Use popular slang and emojis relevant to the target audience (e.g., ✨, 🔥, 💖, 😍) on social media, but maintain a slightly more polished, yet still bold, tone on the website and in emails.
• •Emphasize Core Values in Messaging: Regularly weave in key values. Mention "quality," "cruelty-free," or "confidence" in product descriptions and social posts. This reinforces what the brand stands for beyond just the products themselves.
• •Create Clear and Compelling Calls-to-Action (CTAs): Every piece of copy should guide the customer on what to do next. Use direct, action-oriented CTAs like "Shop The Look," "Get Yours Now," "Join the Community," or "Discover Your Style."

Social Perception

The public perception of Carrington Beauty appears positive and is heavily shaped by its community engagement. The use of the term 'Carrington girlies' suggests the formation of a tribe around the brand. It is perceived as a trendy, reliable indie brand that delivers on its promise of quality, glamorous products with a generally satisfied customer base.

Copy Examples

• •Our girl @[username] is serving looks and living her best life in our 'CEO' lashes. ✨ Confidence is your best accessory. Tap the link in bio to get the Carrington Effect. #CarringtonBeauty #LashGoals #CustomerLove
• •Meet 'Diamond Drip'. This isn't just a gloss; it's a statement. Packed with multi-dimensional shine, our non-sticky formula glides on smooth for a fuller-looking pout that commands attention. Why blend in when you were born to stand out? Vegan & Cruelty-Free.
• •🔥 Fresh Drop: Your New Favorite Lashes Are Here.
• •Tired of lashes that don't bring the drama? Carrington Beauty was started to give you high-quality, 100% mink lashes that are lightweight, reusable, and always stunning. Join thousands of #CarringtonGirlies and find your perfect pair today. Shop Now for 15% off your first order!
• •Unleash Your Inner Icon. High-Quality Lashes & Cosmetics for the Bold.