Brand Tone

aspirational, trendy, confident, chic, and empowering

Brand Values

• •Quality and Design
• •Cruelty-Free
• •Reusability and Care
• •Accessibility to Trends

Best Practices

• •Embrace the 'IT Girl' Persona: All copy should reflect the voice of a confident, stylish, and influential trendsetter. Use aspirational and empowering language.
• •Maintain a Playful Edge: Incorporate clever, brand-specific language like 'FabuLASH' to build a unique and memorable identity.
• •Highlight Core Values: Consistently mention key values such as 'cruelty-free,' 'reusable,' and 'detailed design' in product descriptions and marketing materials to build trust and reinforce brand identity.
• •Focus on the Transformation: Frame the products not just as items, but as tools for transformation—from a simple look to a 'finished look' or from feeling ordinary to feeling extraordinary.
• •Keep it Chic and Concise: The language should be as clean and stylish as the products. Avoid overly complex or casual text. The tone is elevated, so the copy should be polished and direct.

Social Perception

Difficult to measure due to minimal external online presence; perception is primarily shaped by direct customer experience with the website and products.

Copy Examples

• •Don't just follow trends. Set them. Elevate your look from everyday to iconic with our 'IT Girl' collection of lashes and accessories.
• •Meet your new secret weapon. Our 'FabuLASH' styles are meticulously designed to give your eyes a bold, sexy pop. Cruelty-free, reusable, and impossibly chic.
• •Your jewelry box is calling. Answer with our timeless, gold-plated statement pieces. Designed to complete any look and capture every eye.
• •Your 'IT Girl' aesthetic is one click away.
• •Why blend in? Pair our signature lashes with the perfect accessory for a look that’s unapologetically you. #CocoLashes #ITGirlAesthetic