Brand Tone

Professional, Authoritative, Aspirational, Formal, and Exclusive. It conveys expertise and empowers professional clients for success.

Brand Values

• •Quality and Excellence
• •Professionalism and Expertise
• •Exclusivity
• •Success-Oriented
• •Innovation

Best Practices

• •Maintain an Authoritative, Expert Tone: Always write from a position of leadership and expertise. Use confident and declarative language. Avoid casual slang or overly playful wording that could dilute the brand's premium, professional image.
• •Emphasize Exclusivity and Quality: Consistently use keywords like 'exclusive,' 'luxury,' 'premium,' 'European,' 'patented,' and 'high-quality.' This reinforces the core value proposition and justifies the B2B model.
• •Focus on the Professional's Success: Frame the benefits of products and training in terms of how they will help the beauty professional's business grow. Use phrases like 'elevate your services,' 'increase your revenue,' and 'become a leader in your market.'
• •Speak to the Professional, Not the End Consumer: While the end result is for the client (e.g., beautiful lashes), the copy should be addressed to the technician. Talk about technique, product ingredients, business benefits, and training opportunities, not just the final look.
• •Ensure Consistency Across All Platforms: Even with a minimal social media presence, any caption, post, or description should reflect the same professional, luxurious, and success-oriented tone found on the website. This creates a cohesive and trustworthy brand identity, whether a potential customer finds you on LinkedIn, your website, or a booking page.

Social Perception

For beauty professionals, Ellera Cosmetics is perceived as a premium, high-end, and credible supplier and educator associated with quality and luxury European brands. For the general public, there is virtually no perception due to their B2B focus and minimal public presence.

Copy Examples

• •Master the Art of the Keratin Lash Lift. Your Success Starts Here. Don't just follow trends, set them. Our internationally-recognized trainers provide you with the top-tier skills and premium European products needed to become the number one lash artist in your area. Elevate your craft, empower your business. Enroll in the Ellera Academy today. #ElleraCosmetics #YumiLashes #LashLiftTraining #BeautyPro #SuccessInBeauty
• •The Professional's Choice for Luxury Beauty. We provide exclusive access to Europe's most sought-after lash and brow products, backed by expert training designed for your success. Partner with the best.
• •An Exclusive Look at the New NANNIC Sculptural Collection. As a valued member of the Ellera community, we're giving you first access to the revolutionary NANNIC skincare line, direct from Europe. These are the tools that will set your advanced skincare services apart. Explore the collection and discover techniques that deliver unparalleled, professional-only results.
• •More Than a Treatment. A Legacy of Excellence. This is the original, patented YUMI Lashes Keratin Lift kit that transformed the industry. Made in France, vegan, and cruelty-free, it delivers the dramatic, lasting results that high-end clients demand and that only certified professionals can provide. Offer the luxury and quality your clients deserve.
• •At Ellera Cosmetics, we believe professionalism is the cornerstone of success in the beauty industry. That’s why we go beyond just supplying products. We partner with salons and technicians, providing comprehensive training and business support to help them thrive. Are you ready to elevate your beauty business? #BeautyIndustry #ProfessionalDevelopment #SalonOwner #Esthetician #B2B