Brand Tone

Approachable and Friendly, Informative and Transparent, Empowering and Inclusive (aspirational), Passionate and Authentic, Playful and Modern

Brand Values

• •Accessibility/Affordability
• •Sustainability
• •Clean & Conscious Ingredients
• •Transparency
• •Efficacy and Performance
• •Community and Connection

Best Practices

• •Speak Like a Friend, Advise Like an Expert: Use warm, approachable language ("we," "you," "let's"), but back it up with clear, factual information about ingredients, benefits, and sustainability efforts. Avoid overly technical jargon unless explained simply.
• •Lead with Values: Weave the core values (clean, vegan, cruelty-free, sustainable, affordable, transparent) into all messaging, not just the "About Us" page. Let these principles guide product descriptions, social media captions, and campaign narratives.
• •Be Genuinely Enthusiastic and Positive: Convey a true passion for the products and the brand's mission. Focus on the positive impact – feeling good, looking good, doing good for the planet and animals.
• •Keep it Clear and Concise: While being informative, ensure the copy is easy to read and understand. Use straightforward language, bullet points for benefits, and get to the point, especially for social media and product highlights.
• •Embrace Your Community: Incorporate user-generated content, address customer questions openly (even the tough ones, as seen in their FAQ about synthetic ingredients), and use language that fosters a sense of belonging and shared values. Use inclusive language.

Social Perception

Positively Perceived for Ethics, Seen as a Good Entry to Clean Beauty, Mixed Reviews on Product Performance, Founder-Driven Appeal, Appreciation for Transparency, Growing but Still Niche

Copy Examples

• •Instagram Post (Image: Diverse group of smiling people with natural-looking makeup): Your beauty routine just got a whole lot cleaner (and kinder to your wallet!). ✨ At Clover, we believe everyone deserves makeup that makes you feel good, inside and out. That's why we pack our products with skin-loving ingredients, sustainable packaging, and zero animal testing. All under $35, always. Ready to #ShowYourClove and glow your own way? #CleanBeauty #AffordableMakeup #VeganCrueltyFree #SustainableBeauty
• •Website Homepage Banner (Image: Flat lay of hero products with natural elements like leaves): Finally. Makeup & Skincare That Gets You. Effective, clean, and conscious essentials designed for real life. We're talking USA-made, vegan, cruelty-free goodness with sustainable packaging that doesn’t cost the earth. Because better beauty shouldn’t be a luxury. Explore the collection.
• •Product Description (Example: Skin Is In Serum Foundation): Meet your skin's new best friend! Our Skin Is In Serum Foundation is more than just coverage; it's a daily dose of goodness. Infused with [mention key natural ingredient like Squalane], it glides on for a 'your-skin-but-better' glow. Buildable, breathable, and made with 15 or fewer clean ingredients because we're transparent like that. Oh, and the tube? It's eco-friendly bioplastic! Look good, feel good, do good. #Clean15 #SustainableGlow
• •Email Newsletter Subject Line: Psst... Your Clean Beauty Upgrade is Here (and it's budget-friendly!) Email Body Snippet: Hey Beauty, tired of compromising between clean ingredients, performance, and price? So were we! That’s why Clover by CLOVE + HALLOW was born. Discover our award-winning, USA-made makeup and skincare – all vegan, cruelty-free, and sustainably packaged. Get ready for effortless beauty that aligns with your values. [Link to Shop]
• •TikTok Video Concept (Quick cuts showing product application, happy user, eco-friendly packaging detail): Voiceover (Upbeat, friendly): Want that glow-up without the bad stuff? ✨ Clover's got you! Clean ingredients? Yep! Vegan & Cruelty-Free? Always! Sustainable packaging? You bet! And the price? Seriously amazing. 😉 Join the Clover crew! #CloverByClove #AffordableCleanBeauty #EcoMakeup