Brand Tone

Conscious, Empowering, and Approachable

Brand Values

• •Sustainability
• •Ethical Practices
• •Inclusivity
• •Innovation
• •Quality & Performance

Best Practices

• •Lead with "Eco": Always integrate keywords like "sustainable," "recycled," "vegan," and "eco-friendly" into your messaging. This is your primary differentiator and should be at the forefront of all communications.
• •Maintain an Empowering and Positive Tone: Use uplifting and inclusive language. Avoid jargon and speak to the customer in an approachable, friendly manner that makes them feel confident and good about their purchase.
• •Balance Mission with Performance: While the eco-mission is key, always tie it back to the product's quality. Remind customers that they don't have to compromise on performance (lightweight, reusable, beautiful styles) to be sustainable.
• •Educate and Be Transparent: Use your platforms to explain *how* the lashes are made from recycled materials and the impact of the One Tree Planted partnership. This builds trust and reinforces brand values.
• •Create a "Key Messaging" Guide: Develop a simple internal document with approved taglines, value propositions, and phrases (e.g., "Reuse, Recycle, Replant," "World's First Recycled Lash Brand"). This ensures every team member and partner communicates with a unified brand voice.

Social Perception

The public perception of EYECHA is overwhelmingly positive, recognizing it as a pioneering, sustainable, and ethical lash brand. It is praised for making sustainability accessible in beauty, known as the "world's first recycled lash brand," and its products are highly regarded for quality and ease of use. The brand is seen as credible and responsible within the beauty industry.

Copy Examples

• •Beauty that gives back. ✨ Each pair of our fluttery, lightweight lashes is made with recycled materials and comes in 100% recyclable packaging. Look good and do good with every blink. #Eyecha #SustainableBeauty #EcoFriendly
• •Get 15 wears out of one pair. Our handmade vegan lashes are designed for lasting beauty and a clear conscience. Cruelty-free glamour has never looked so good. #VeganLashes #CrueltyFreeBeauty
• •Your Beauty, Your Rules. From a natural whisper to a dramatic statement, our eco-luxe lashes are designed for every eye, every person, and every look. Find your perfect style and take on the world. #EyechaLashes #BeautyForAll
• •Meet our 'DAWN' lash. Ultra-lightweight and delicately wispy, it's the perfect choice for a fresh, natural look. Made from recycled plant fibres and designed for all-day comfort, it's your everyday go-to for effortless elegance. #NaturalLashes #EyechaDAWN
• •Join the lash revolution! When you choose EYECHA, you’re not just buying lashes—you’re planting a tree. Help us reach our goal of 500,000 trees replanted and make the world a more beautiful place. Shop our collection today.