Brand Tone

Confident, Empowering, Inclusive, Approachable, Problem/Solution Oriented, Informative, Modern, Edgy, Slightly Clinical/Professional

Brand Values

• •Inclusivity
• •Clean Beauty & Skin Health
• •High Performance & Efficacy
• •Customization & Personalization
• •Transparency & Customer-Centricity
• •Innovation

Best Practices

• •Lead with Confidence, Support with Facts: Start with empowering statements about beauty and self-expression, but always back them up with tangible benefits like "clean ingredients," "vegan," "cruelty-free," "high-performance," "inclusive shade range," or specific product features (e.g., "sweat-proof," "customizable").
• •Embrace Inclusivity in Language and Imagery: Ensure copy speaks to "every skin type and tone." Actively use inclusive language and avoid jargon that might alienate potential customers. This reflects their long-standing commitment.
• •Balance Professionalism with Modern Relatability: While maintaining a sense of expertise derived from its clinical origins and focus on performance, inject modern, conversational elements, especially for social media. Acknowledge trends (like the "Hickey Magic" campaign) but ensure the core message of quality and skin-friendliness isn't lost.
• •Highlight "Clean" and "Ethical" Consistently but Naturally: Weave in the "clean, vegan, cruelty-free" aspects as integral to the product's value, not just as an afterthought or a checklist item. This is a key differentiator that resonates with their target audience.
• •Focus on Empowerment Through Customization & Solutions: Emphasize how Cover FX products empower users to achieve their desired look and address their specific skin needs (e.g., sensitivity, coverage). Frame products as solutions that give the user control and confidence.

Social Perception

Trusted for Sensitive Skin & Coverage, Pioneer in Inclusivity & Clean Beauty, Respected for Quality & Performance, Brand in Revitalization Phase, Mixed Reactions to Some Marketing, Valued for Customization, Positive Feedback on "Try Before You Buy"

Copy Examples

• •Headline: Your Perfect Match. Our Cleanest Performance. Body: Don't just cover, *perfect*. New [Product Name] delivers flawless, all-day wear with skin-loving ingredients. Vegan, cruelty-free, and formulated for you. Find your shade, find your confidence. #CoverFX #CleanPerformance #InclusiveBeauty
• •Headline: Real Life Needs Real Performance. Body: From boardrooms to breakout sessions, your makeup should keep up. Our [Foundation Name] is sweat-proof, life-proof, and always skin-first. High-performance color, zero compromise on clean. #CoverFXRealness #UnstoppableCoverage
• •Headline: The Secret’s Out. (It’s Good-For-You Coverage). Body: Why choose between flawless skin today and healthy skin tomorrow? Our Total Cover Cream Foundation offers buildable coverage that’s actually good for your skin. Clean ingredients, powerful results. Tap to reveal your best skin. 😉 #CoverFX #HickeyMagicEvolved #SkinSafeBeauty
• •Headline: Reimagined. Reformulated. Ready for You. Body: We listened. We innovated. Our beloved [Product Name] is back, better than ever. Cleaner formulas, enhanced performance, and the same commitment to every skin tone. Discover the new Cover FX. #BackToBasics #CoverFXRelaunch #YourFeedbackOurFormula
• •Headline: Mix. Match. Master. Your Beauty, Your Rules. Body: Unleash your inner artist with Custom Cover Drops. Transform any moisturizer or primer into your perfect coverage. Sheer to full, dewy to matte – you decide. Clean, vegan, and endlessly versatile. What will you create? #CoverFXCustom #PersonalizedBeauty #CleanArtistry