Brand Tone

playful, whimsical, empowering, and youthful

Brand Values

• •Inclusivity: Products are designed for every skin tone, type, and gender.
• •Cruelty-Free: Strong commitment to no animal testing.
• •Toxin-Free: Emphasis on safe, healthy ingredients and formulations free from harmful chemicals.
• •Self-Expression: Makeup is presented as a tool for individuality and embracing one's unique beauty.
• •Eco-Consciousness: Mention of sustainable packaging and conscious practices.
• •Quality: Offering high-quality cosmetics.
• •Playfulness/Fun: The brand name and messaging encourage a lighthearted approach to beauty.

Best Practices

• •Embrace "Delulu" Positivity: Consistently use the term "delulu" in its reframed, positive context – associating it with aspiration, dreaming big, fun, and self-belief, rather than its purely negative connotation of being out of touch.
• •Keep it Playful and Whimsical: Infuse copy with lightheartedness, emojis (✨💖🦄), and imaginative language that aligns with the "Pretty as a Dream" tagline. Avoid overly serious or technical jargon.
• •Highlight Core Values Naturally: Weave in mentions of cruelty-free, toxin-free, and inclusivity in a way that feels authentic and not forced. For example, "Glow guilt-free knowing it's 100% cruelty-free!"
• •Engage with Youthful Language (Authentically): Stay current with relevant (but not fleeting) slang and communication styles that resonate with a younger, online-savvy audience, but ensure it feels genuine to the brand, not like it's trying too hard. The use of "delulu" is a prime example.
• •Visual-Verbal Harmony: Ensure the tone of the copy always matches the dreamy, vibrant, and often playful aesthetic of the brand's visuals on platforms like Instagram. The words should feel like a natural extension of the images.

Social Perception

The brand is capitalizing on a very current and widely understood social media trend. "Delulu" is often associated with Gen Z and younger millennials, manifestation, and a "fake it 'til you make it" mindset, often with a humorous or self-aware twist. By using this term, Delulu Cosmetics positions itself as modern, culturally savvy, and connected to a youthful audience. They are attempting to associate the positive, aspirational aspects of the "delulu" trend (dreaming big, confidence) with their products.

Copy Examples

• •Instagram Post (Product Focus): Ready to manifest your most radiant look yet? ✨ Our Cosmic Glow Highlighter isn't just makeup, it's a mood. Get that 'main character energy' and shine on, you delulu dreamer! 😉 #DeluluCosmetics #EmbraceYourInnerDelulu #CrueltyFreeBeauty #GlowUp
• •Facebook Ad (Brand Story/Values Focus): Tired of compromising your values for beauty? At Delulu Cosmetics, we believe 'delulu is the solulu' for a kinder, cleaner beauty routine! 💖 All our products are proudly cruelty-free, toxin-free, and made for EVERYONE. Dare to dream of a better beauty. Shop now! [Link] #DeluluCosmetics #EthicalBeauty #InclusiveMakeup #ToxinFree
• •Website Banner (Homepage): Be Pretty as a Dream. Be Boldly You. ✨ Delulu Cosmetics: Where your wildest beauty dreams meet reality. Cruelty-free, always. #EmbraceYourInnerDelulu
• •Product Description (for a vibrant eyeshadow palette): Why just dream in color when you can wear it? Our 'Daydreamer's Delight' Palette is packed with shades so vivid, they're almost… delulu! 😉 Blendable, buildable, and always cruelty-free. Go on, express that vibrant vision! #DeluluCosmetics #EyeshadowMagic #ColorfulConfidence
• •Email Subject Line (Promotional): 🤫 Psst... Your Delulu Dreams Just Got a Discount! (Body Teaser): Unlock [X]% off all your faves and make those 'pretty as a dream' looks a reality. Because being a little delulu about your glow-up is always the solulu! ✨