Brand Tone

empowering, knowledgeable, and approachable

Brand Values

• •Solution-Oriented
• •Professional Quality for Everyone
• •Simplicity and Efficiency
• •Cruelty-Free
• •Community-Centric

Best Practices

• •Always frame the product as a direct solution to a specific problem (e.g., dark circles, redness, complicated routines). This aligns with the "Solution driven" value.
• •Use expert terms like "neutralize" and "pigmentation" but explain them simply. Mention "Professional Makeup Artists" to build authority, then use friendly, inclusive language like "inspired by You".
• •Use words like "simplify," "declutter," "essential," and "multipurpose" to reinforce the brand's value of making makeup easy and effective.
• •Use inclusive language ("we," "you," "our community"). Encourage user-generated content and use taglines that foster a sense of belonging, like the "best friend" reference.
• •Every piece of copy should echo at least one core value, whether it's professional quality, cruelty-free ethics, or its South African roots. This creates a strong, consistent, and memorable brand identity.

Social Perception

Colour Correct is perceived as a credible and effective niche brand, with positive reception, trusted by professionals, and seen as authentic and purpose-driven.

Copy Examples

• •Tired of tired eyes? So were we. Our Peach Perfector isn't just makeup; it's your 8 hours of sleep in a pot. Designed by pro artists to neutralize dark circles, so you can look as radiant as you feel. Tap to simplify your routine and say #byebyeUnderEye for good.
• •Professional Results, Simplified Routine. We create solution-driven makeup, inspired by our community. Discover the secret to flawless skin with essentials designed to declutter your makeup bag and let your radiance shine.
• •Meet the brand your favourite MUA and your best friend are talking about. Colour Correct is designed in South Africa and made with cruelty-free, high-performance ingredients to solve real skin concerns. Ready for your close-up?
• •Ever wondered how makeup artists get that perfectly even skin tone? The secret is colour correcting. Our Skin Seal Palette was designed to make the technique foolproof. Neutralize redness, blur pigmentation, and contour with one creamy, easy-to-blend palette. Your easiest makeup routine is one click away.
• •Get the glow you deserve. Our Spotlight highlighter is a creamy, blendable formula designed to catch the light and highlight your best features. More than just a shimmer, it’s your daily dose of radiance. Cruelty-free, easy to use, and simply beautiful.