Brand Tone

Youthful & Trendy, Empowering & Inclusive, Friendly & Approachable, Playful & Fun, Confident & Assuring

Brand Values

• •Self-Expression & Individuality
• •Quality & Efficacy
• •Accessibility & Affordability
• •Cruelty-Free & Skin-Friendly
• •Customer-Centricity
• •Trend-Consciousness

Best Practices

• •Develop a "Brand Voice Chart": Clearly define a list of "words we use" (e.g., bestie, glow, vibe, slay, unapologetically, iconic) and "words we avoid" (e.g., overly formal or technical jargon, outdated slang). This serves as a quick reference for anyone writing copy.
• •Embrace "You" and "Your": Directly address the customer using "you" and "your" to maintain a friendly, personal, and inclusive tone, reinforcing the "#bestie in beauty" and "especially YOU!" messaging.
• •Incorporate Emojis and Relevant Slang (Authentically): Use emojis and current (but not fleeting) slang that resonates with the Gen Z target audience to keep the tone youthful and engaging, as seen in social media interactions. However, ensure it feels natural and not forced.
• •Highlight Key Values Consistently: Weave in brand values like "cruelty-free," "affordable luxury," "self-expression," and "high-quality" naturally within product descriptions, social media posts, and ads to reinforce what the brand stands for.
• •Stay Positive and Empowering: Ensure all copy uplifts and empowers the audience, aligning with the "Be You, Unapologetically!" mantra. Focus on the fun, creativity, and confidence that makeup can inspire.

Social Perception

Positive, Affordable & Good Value, Modern & Relevant, Ethical, Reliable (for online shopping)

Copy Examples

• •✨ OMG, Besties! ✨ Get ready to unleash your inner icon with our NEW [Product Name]! Whether you're feeling bold, dreamy, or a little bit sassy, this is your new secret weapon. 😉 Go on, express your unique vibe! 💖 #CallistaBeauty #BeYouUnapologetically #NewMakeupDrop #PlanetCallista #SlayOfTheDay
• •Your beauty? Your rules! 👑 Callista Beauty is here to celebrate every version of YOU. We're talkin' high-quality, cruelty-free makeup that won't break the bank. 🐰💕 Ready to join the #CallistaSquad and find your new faves? Shop now and let your glow take center stage! [Link to website] #AffordableGlam #PakistanMakeup #BestieInBeauty
• •Serving LOOKS with Callista Beauty! 🔥 Watch how I get this [Type of Look, e.g., 'snatched liner'] using our [Product Name]. So easy, so pigmented, and always cruelty-free! What look should I create next? 👇 #MakeupHack #CallistaBeautyTutorial #GetTheLook #PKBeauty #TrendyMakeup
• •Hey, Shine Bestie! ✨ Ready to blind 'em with your glow? Our [Highlighter Name] is packed with light-reflecting pearls for that perfect 'lit-from-within' vibe. Buttery smooth, easy to blend, and 100% cruelty-free – because being kind is always on-trend. Go ahead, own that spotlight! 😉 #CallistaGlowUp #ShineBestie #CrueltyFreeBeauty
• •🎉 Bestie, Your Next Beauty Haul Just Got CUTER (and Cheaper!) 🎉