Brand Tone

approachable, friendly, and empowering

Brand Values

• •Affordability
• •Quality
• •Authenticity/Real Beauty
• •Cruelty-Free
• •Vegan-Friendly
• •Inclusivity & Self-Expression
• •British Heritage

Best Practices

• •Embrace Authenticity: Always lean into the "Real You" ethos. Use real-life, diverse imagery and avoid overly retouched photos. Encourage user-generated content that reflects genuine use of the products.
• •Prioritize Approachability: Use clear, straightforward language that is easy to understand. Maintain a friendly, conversational style in all communications, from social media captions to customer service interactions.
• •Highlight Values: Consistently weave in mentions of key brand values like affordability, quality, cruelty-free, and vegan options in product descriptions, social media posts, and campaign materials.
• •Engage and Empower: Foster a sense of community by actively engaging with followers. Ask questions, respond to comments, and create content that empowers users to feel confident and express themselves through makeup.
• •Stay Current but True: While it's important to stay relevant with trends, especially for the Gen-Z audience, ensure all content aligns with the core brand voice of being genuine and accessible. Avoid slang or trends that feel forced or inauthentic to the brand's established friendly and empowering persona.

Social Perception

generally perceived positively as a reliable and budget-friendly high-street brand

Copy Examples

• •✨ Get ready to glow, your way! ✨ Our NEW [Product Name] is here to celebrate the #RealYou. Buildable, blendable, and always cruelty-free. Tap to shop and show us your unfiltered look! #CollectionCosmetics #AffordableBeauty #RealYou
• •No filters, just skills! 😉 Watch how @[InfluencerName] gets this flawless finish using our Lasting Perfection foundation & concealer. Real skin, real results. Duet this with your look! #CollectionCosmetics #LastingPerfection #MakeupTutorial #NoFilterBeauty #BudgetBeauty
• •Beauty shouldn't break the bank. For over 35 years, Collection Cosmetics has brought you quality, cruelty-free makeup you can rely on. Discover your new faves today and embrace your #RealYou! Shop now: [Link] #BritishBeauty #AffordableMakeup #VeganFriendly
• •EMBRACE YOUR AUTHENTICITY. With Collection Cosmetics, it's all about the #RealYou. Quality makeup at prices you'll love, always cruelty-free. Explore the collection.
• •What does 'real beauty' mean to you? Share your thoughts! 👇 At Collection, we believe it's about feeling confident in your own skin, filters or no filters. 💖 #CollectionCosmetics #RealYouTalk #BeautyCommunity