Brand Tone

informative, trendy, and approachable

Brand Values

• •Authenticity
• •Accessibility
• •Education
• •Community
• •Quality

Best Practices

• •Create a Brand Voice Chart: Develop a document that outlines the brand's personality traits (e.g., "friendly, knowledgeable, trendy"), tone of voice (e.g., "upbeat, helpful, informative"), and provides examples of what to do and what to avoid.
• •Maintain a Consistent Visual Identity: Ensure that all visuals, from the website to social media posts, align with the brand's clean, modern, and product-focused aesthetic to reinforce the overall brand message.
• •Use a Unified Lexicon: Create a list of preferred terms and phrases related to K-beauty and J-beauty to be used across all platforms. This ensures consistency and reinforces the brand's expertise.
• •Engage with the Community in the Brand Voice: When responding to comments, messages, and reviews, always use the established brand tone. This shows personality and builds a stronger connection with the audience.
• •Train All Content Creators: Whether in-house or external, ensure that everyone responsible for creating content understands and is aligned with the brand's tone of voice and values to maintain a cohesive brand presence.

Social Perception

Cosmetic Empire is generally perceived positively by its target audience. Customers express appreciation for the wide range of products available, including popular brands like COSRX and Beauty of Joseon. They are seen as a reliable source for authentic K-beauty and J-beauty in Australia, filling a gap in the local market. The active and engaging social media presence contributes to a favorable perception, positioning them as a trendy and in-the-know retailer.

Copy Examples

• •Your search for the perfect daily SPF is over! ✨ Introducing the new Beauty of Joseon Relief Sun: Rice + Probiotics. This lightweight, creamy sunscreen is non-sticky and leaves zero white cast. Perfect under makeup or on its own for a healthy glow. Tap to shop and give your skin the protection it deserves! #KBeautyAustralia #BeautyOfJoseon #Sunscreen
• •Want that coveted 'glass skin' glow? ✨ We've got you covered. Check out our go-to products for achieving a smooth, hydrated, and luminous complexion. All available at Cosmetic Empire! #GlassSkin #KBeauty #SkincareRoutine #CosmeticEmpireAU
• •Your Gateway to Asian Beauty.
• •✨ Your Weekly Dose of K-Beauty Goodness is Here!
• •Calling all K-Beauty lovers in Australia! 🇦🇺 Get your hands on the latest and greatest from Korea and Japan. From viral sensations to timeless classics, Cosmetic Empire is your one-stop-shop for authentic beauty. Discover your new favorites today! #CosmeticEmpire #KBeauty #JBeauty #AustralianBeauty