Brand Tone

Aspirational, empowering, authoritative, educational, luxurious, and professional.

Brand Values

• •Artistry & Creativity
• •Quality & Performance
• •Education & Empowerment
• •Integrity & Cruelty-Free Ethics
• •Community

Best Practices

• •Lead with Expertise: Always leverage Christina Sikalias's background as a professional makeup artist. Use phrases like 'From the artist's toolkit,' 'Designed by an expert,' and 'Christina's signature technique.'
• •Use Aspirational & Empowering Language: Employ strong, active verbs that inspire creativity and confidence. Words like 'master,' 'elevate,' 'create,' 'transform,' and 'unleash' align perfectly with the brand's core message.
• •Emphasize Quality and Origin: Consistently mention the 'Made in Italy' aspect and use descriptive words like 'meticulously crafted,' 'high-performance,' 'luxe,' and 'professional-grade' to reinforce the brand's premium positioning.
• •Balance Education with Promotion: Frame product-focused content as a lesson. Instead of just saying 'Buy our eyeliner,' say 'Learn to create the perfect wing with our eyeliner.' This provides immediate value beyond the product itself.
• •Maintain Visual and Tonal Consistency: Ensure that the copy's luxurious, professional, and inspiring tone is always matched by high-quality, clean, and aspirational imagery and video content across all platforms.

Social Perception

Perceived as a high-quality, credible, and inspirational brand directly reflecting its founder's reputation; products are seen as luxurious, effective, and superior, while Christina Sikalias is seen as a leading, empowering educator fostering trust and loyalty.

Copy Examples

• •Capture the sun. Our Luce Del Sole Illuminating Powder isn't just a highlighter; it's a whisper of light that melts into your skin for a flawless, ethereal glow. Meticulously crafted in Italy for the artist in you. #CSBEAUTY #GlowArtistry
• •Your new canvas is here. Introducing the Masterpiece Palette—12 shades of pure, high-impact pigment designed for seamless blending and limitless creativity. From everyday elegance to editorial statements, what art will you create? #UnleashYourInnerArtist
• •Master the art of the flawless winged liner. In this tutorial, Christina Sikalias breaks down her signature technique using our Ink Master Liquid Eye Liner. Learn the professional secrets to achieving a precision stroke that lasts all day. Subscribe for more. #CSBEAUTY #MakeupMasterclass
• •The tools of the trade. The difference between good makeup and great makeup is in the details—and the brushes. Elevate your technique with our professional-grade Masterclass Brush Set, designed for ultimate precision and a seamless blend. #ProfessionalArtistry
• •Transform your passion into your profession. Join Christina Sikalias for an exclusive 3-day live workshop and step into the world of professional makeup artistry. Secure your spot to learn the signature techniques that have defined a career. Limited seats available. #CSMasterclass