Brand Tone

Fun & Playful, Friendly & Approachable, Energetic & Vibrant, Confident & Empowering, Authentic & Relatable

Brand Values

• •Affordability & Accessibility
• •Cruelty-Free
• •Quality
• •Fun & Self-Expression
• •Inclusivity & Empowerment
• •Sustainability & Clean Beauty Focus (Growing)
• •Trend-Oriented

Best Practices

• •Embrace the Fun Factor: Use vibrant, positive language. Incorporate relevant emojis where appropriate (especially on social media). Keep the tone light, energetic, and never overly serious. Think \"makeup is a playground.\"
• •Be Your Audience's BFF: Write in a conversational, friendly, and approachable manner. Use \"you\" and \"we\" to foster a sense of community. Avoid jargon or overly technical terms unless explaining a specific benefit in simple terms.
• •Highlight Value & Values: Consistently mention affordability and the \"great quality for the price\" aspect. Weave in core values like \"cruelty-free,\" \"vegan\" (where applicable), and \"self-expression\" naturally within the copy.
• •Empower and Encourage: Use uplifting and inclusive language that encourages experimentation, individuality, and confidence. Focus on how the products make users *feel* (e.g., \"feel more beautiful,\" \"express your unique style\").
• •Stay Trend-Aware but Authentic: Keep up with current social media slang and beauty trends relevant to the Gen Z audience, but ensure it aligns with essence's established voice. Authenticity is key; avoid forced or out-of-touch trend-chasing.

Social Perception

Loved for Value, Trendy & Youthful, Ethical Choice, Hit-or-Miss (but mostly hits for the price), Fun and Approachable, Improving Inclusivity, Concerns about Online Shopping Experience

Copy Examples

• •✨ Glow Up Without the Blow Up (to your wallet!) 😉 Unleash your inner artist with our new [Product Name]! Vibrant shades, feel-good formulas, and a price that’ll make you smile. #essenceMakeup #FunBeauty #AffordableGlow
• •Rule Breaker? Makeup Maker? Yes, You! 👑 Who needs rules when you’ve got killer confidence and our [Product Name]? Express every side of you. Boldly. Brightly. Beautifully. And 100% cruelty-free, always! #essenceBeauty #BeYou #CrueltyFreeLove
• •TikTok Made You Buy It? 😉 We Get It. Our viral [Best-Selling Product Name, e.g., Lash Princess Mascara] is flying off the shelves for a reason! Get ready for [Specific Benefit, e.g., crazy volume and length] that looks amazing IRL and on camera. #essenceCosmetics #ViralMakeup #MustHave
• •Your Everyday Happy in a Palette! 🎨💖 Dip into the good vibes with our [Product Name, e.g., Eyeshadow Palette]! Packed with [Number] super-blendable, joy-sparking shades. P.S. It’s vegan and awesome, just like you! #PlayWithEssence #VeganBeauty #ColorfulLife
• •Clean Beauty Just Got a Fun Makeover! 🌿✨ Loving your look AND the planet? So do we! Our [Product Name, e.g., new \"Hello, Good Stuff!\" item] is packed with good-for-you ingredients, 100% vegan, and still brings all the fun. Beauty that feels as good as it looks. #essenceCleanBeauty #GoodIngredients #PinkAndProud