Brand Tone

Professional, Authoritative, and Supportive.

Brand Values

• •Quality and Excellence
• •Education and Safety
• •Empowerment and Community
• •Expertise and Innovation

Best Practices

• •Always Lead with Expertise: Frame all communications from a place of authority and deep industry knowledge. Use specific, technical language where appropriate (e.g., "humidity levels," "cyanoacrylate," "cashmere flat lashes") to reinforce credibility with a professional audience.
• •Prioritize "Why" Over "What": Instead of just listing product features, connect them to the artist's success. For example, instead of "Our glue dries in 1 second," write "Reduce your application time and fit in more clients with our 1-second Rapid Adhesive."
• •Use a Supportive, "For Us, By Us" Tone: Write as a fellow lash artist. Use inclusive language like "we," "us," and "fellow Lash Artists" to build community and show that the brand understands the specific challenges and goals of its customers.
• •Emphasize Safety and Quality in Every Message: Consistently mention the commitment to "damage-free" applications, "high-quality materials," and "safe" practices. This reinforces the brand's core values and builds trust.
• •Maintain a Professional and Aspirational Voice: The copy should be polished, clean, and free of slang. The tone should reflect the high-end, professional quality of the products and the aspirational nature of building a successful career in the beauty industry.

Social Perception

CelebrityLash is perceived as a premier, trustworthy supplier and a leading training provider within the New Zealand lash professional market. Customers see it as a reliable source for high-performance products that deliver consistent, professional results. The founder, Elisia Webb, is viewed as a credible and respected authority whose expertise underpins the brand's value. This perception is limited to the professional niche, as the brand does not target general consumers.

Copy Examples

• •Engineered for precision. Our new Pro-2 Rapid Adhesive offers a 1-second drying time and up to 6+ weeks of retention, even in challenging humidity. For the artist who demands perfection and reliability. Elevate your craft with CelebrityLash.
• •Transform your passion into a profession. Our Foundation Workshop isn't just about applying lashes; it's about building your future. Learn the art and the business from NZ's leading expert and join a community dedicated to your success. Your career starts here.
• •Your clients deserve the best. Our Featherlight Cashmere Lashes are intensely black, incredibly soft, and remarkably easy to work with. Create stunning, lightweight volume sets that last. This is the quality your reputation is built on.
• •Struggling with retention this season? You're not alone. In our latest blog post, our founder Elisia Webb shares her expert tips for mastering humidity and ensuring every client leaves with flawless, long-lasting lashes. Let's elevate the industry, together.
• •With over 17 years in the lash industry, we've seen it all. That's why we're passionate about raising the bar. CelebrityLash was founded not just to sell products, but to set a new standard for quality, safety, and professional artistry in New Zealand.