Brand Tone

Empowering, Luxurious, and Confident.

Brand Values

• •Quality
• •Empowerment
• •Elegance
• •Cruelty-Free

Best Practices

• •Create a Brand Voice Chart: Develop an internal document that clearly defines the brand voice. Use a "We Are / We Are Not" format. For example: We are: Empowering, Luxurious, Confident, Expert. We are not: Girly, Cheap, Comical, Casual. This chart should be the guide for anyone writing content.
• •Speak Directly to Your "Queen": Always write as if you are addressing your ideal customer —the confident, discerning "Queen." Use "you" and "your" to make the message personal and direct. The copy should feel like a personal consultation with a luxury beauty expert.
• •Focus on Benefits, Not Just Features: Instead of just saying "lightweight band," explain the benefit: "A virtually weightless band for luxurious, all-day comfort." Instead of "3D silk fibers," describe the result: "Multi-dimensional layers that create a look of captivating depth and glamour."
• •Use a Power Vocabulary: Curate a list of on-brand words and phrases. For COCO Queen Lashes, this might include words like: Majesty, Reign, Coronation, Elevate, Command, Unveil, Couture, Ritual, Iconic, Signature, Impeccable. Using this vocabulary consistently reinforces the brand's luxurious identity.
• •Maintain Consistency Across All Channels: The empowering and luxurious tone used on your website must be the same tone used in Instagram captions, email newsletters, customer service responses, and even product packaging. This 360-degree consistency builds trust and makes the brand feel polished and reliable.

Social Perception

The objective is to be perceived as a go-to, high-end brand for discerning individuals who invest in their beauty routine. Customers should see COCO Queen Lashes as a symbol of affordable luxury and a brand that understands and celebrates their desire for glamour and confidence.

Copy Examples

• •Your reign of beauty begins now. Introducing The Majesty Lash. We crafted this multi-layered, ultra-fine lash to give your eyes a look of undeniable command. It's not just a lash, it's your coronation. Tap to claim your crown. #COCOQueenLashes #TheMajestyLash #LuxuryLashes
• •Where Confidence Meets Couture. Discover the art of the perfect lash. COCO Queen Lashes are meticulously crafted for the woman who commands attention, one blink at a time. Experience unparalleled quality and rule your world in style.
• •Welcome to the Court, Queen. Welcome to COCO Queen Lashes, where luxury is our language and confidence is our creed. We're thrilled you're here. As a member of our exclusive circle, you'll be the first to know about new collections and receive offers fit for royalty. Your journey to iconic eyes starts now. Explore our collections and discover your power.
• •Don't Just Bat Your Lashes. Make a Statement. Tired of lashes that are flimsy, fake-looking, and frustrating? You deserve better. You deserve the COCO Queen standard. Our premium, cruelty-free lashes are designed for comfortable all-day wear and a look that’s pure luxury. Elevate your beauty ritual. Shop Now for 15% off your first order.
• •The 'Empress' Natural Lash. The secret to effortless elegance. The Empress lash is designed for the queen who prefers subtle sophistication. Its delicate, crisscross pattern and lightweight band provide just enough volume and length to enhance your natural beauty, making it perfect for daily wear. Lead your day with quiet confidence and impeccable style.