Brand Tone

Conscious & Mindful, Empowering & Inclusive, Kind & Ethical, Honest & Transparent, Inspiring & Positive, Approachable & Community-Focused

Brand Values

• •Sustainability
• •Ethical Practices
• •Clean Ingredients
• •Inclusivity & Empowerment
• •Mindful Consumption
• •Kindness
• •Transparency
• •Community

Best Practices

• •Prioritize Purpose: Always lead with Elate's core values of sustainability, ethics, and empowerment. Every piece of copy should subtly (or overtly) reinforce why the brand exists.
• •Speak with Kindness and Inclusivity: Use warm, encouraging, and respectful language. Ensure messaging is welcoming to all individuals, celebrating diversity and avoiding exclusionary terms or ideals.
• •Educate and Inspire: Share information about sustainable practices, ethical sourcing, and mindful consumption in an accessible and uplifting way. Empower customers with knowledge rather than using fear or shame.
• •Maintain Honesty and Transparency: Be open about the journey, including challenges and areas for improvement. Authenticity builds trust and resonates with conscious consumers.
• •Focus on Ritual, Not Just Routine: Frame product use as a mindful act of self-care and intention. Emphasize the experience and the positive impact of choosing Elate, transforming everyday actions into meaningful rituals.

Social Perception

Highly Regarded for Sustainability, Trusted for Clean and Ethical Products, Inspirational and Values-Driven, Advocate for Inclusivity, Premium Quality (with a corresponding price), Focus on Natural Beauty, Engaged Community

Copy Examples

• •Headline: Embrace Your Ritual. Enhance Your Radiance. Body: Discover Elate Beauty. Consciously crafted, vegan essentials that celebrate your unique beauty and cherish our planet. Less waste, more you.
• •Headline: Beauty That Feels Good, Inside and Out. Body: Our commitment? Kind ingredients, sustainable packaging, and a community built on empowerment. Join us in redefining beauty, one mindful choice at a time.
• •Headline: Your Capsule Beauty Bag, Reimagined. Body: Simplify your routine with Elate’s versatile, refillable makeup. High-performance colour that’s good for you and gentle on the Earth. Love your look, love your impact.
• •Headline: More Than Makeup. It’s a Movement. Body: At Elate, we believe in beauty without compromise. Cruelty-free, vegan, and ethically sourced, because how you feel matters as much as how you look. Make your ritual a statement.
• •Headline: The Future of Beauty is Kind. Body: Experience the joy of clean, sustainable cosmetics. From our thoughtfully sourced ingredients to our innovative, earth-friendly packaging, Elate is beauty you can believe in.