Brand Tone

Professional, Elegant, and Authoritative

Brand Values

• •Excellence & Quality
• •Professionalism
• •Empowerment
• •Elegance

Best Practices

• •Lead with "Professional" and "Precision": Always use language that frames the products for the serious technician. Words like "professional-grade," "precision-engineered," "salon-tested," and "flawless results" should be staples in your vocabulary.
• •Balance Elegance and Performance: Do not just sell a tool; sell an experience. Pair technical specifications (e.g., "35,000 RPM brushless motor") with elegant, benefit-driven language (e.g., "for silent, effortless shaping").
• •Leverage Céline's Authority: Regularly connect the products back to Céline Clusman's personal brand and expertise. Use her story and credibility to build trust, framing the tools as "expert-designed" and "master-approved."
• •Focus on the Artist's Benefit: The copy should answer the question: "How will this make a nail technician's job better, faster, or more profitable?" Emphasize benefits like time savings, reduced hand fatigue, client satisfaction, and the ability to create higher-quality work.
• •Maintain Visual and Tonal Consistency: Ensure that all written copy is paired with visuals (photos/videos) that reflect the brand's premium, clean, and elegant aesthetic. The tone should always remain sophisticated and avoid overly casual slang or humor, which would dilute the brand's authoritative positioning.

Social Perception

Céline Clusman is perceived as a highly positive brand, known for its expertise and quality. As an expert (Cosyongles), she is seen as a master of her craft and a successful businesswoman. As a product brand, it reflects her professional standards, offering reliable, high-end tools for serious nail artists, with customers buying into her reputation for excellence.

Copy Examples

• •Your art demands flawless execution. We crafted our new Pro Cuticle Scissor from surgical-grade steel for unparalleled sharpness and ergonomic control. Achieve cleaner, safer, and more precise cuticle work on every client. Elevate your prep game. Link in bio to own the new standard.
• •The Power of Uninterrupted Artistry. 10 Hours of Autonomy. The Clusman PRO Nail Drill is engineered for the marathon sessions. Focus on your craft, not your battery life.
• •Your talent deserves equipment that can keep up. The Céline Clusman collection was designed by @Cosyongles for professionals who refuse to compromise on quality. From our silent, high-RPM drill to our diamond-polished bits, every tool is an investment in your success. Shop the choice of industry leaders.
• •Hi [Name], Céline here. Many of you ask what I use for my own clients. The truth is, I couldn’t find tools that met my standards for power and elegance, so I created them. The Céline Clusman Pro Drill isn’t just a product; it’s the exact tool I rely on every day for perfect results. Discover why it’s the only drill you’ll ever need.
• •Artistry in motion! We love seeing what you create with your #CelineClusman tools. Tag us for a chance to be featured!