Brand Tone

Empowering, Community-focused, Approachable & Friendly, Conscious & Ethical

Brand Values

• •Natural Ingredients & Ethical Practices
• •Inclusivity & Representation
• •Empowerment
• •Authenticity & Transparency
• •Community Engagement

Best Practices

• •Develop a Brand Voice Guide: Document the brand's personality, tone words (e.g., empowering, friendly, conscious, authentic), "do's and don'ts" for language, and examples of the voice in action. This ensures anyone writing for the brand stays consistent.
• •Know Your Audience Deeply: Understand their values, aspirations, and language. Tailor the copy to resonate with them authentically. For Her Cosmetics should focus on language that appeals to those interested in natural, ethical, and Black-owned beauty.
• •Prioritize Storytelling: Share the "why" behind the brand – the Detroit roots, the commitment to vegan and cruelty-free, the celebration of Black beauty. Stories create emotional connections and reinforce brand values more effectively than just listing product features.
• •Be Consistent Across All Channels: Whether it's a website product description, an Instagram caption, a TikTok video, or customer service email, the tone should feel recognizably "For Her Cosmetics."
• •Embody Your Values in Your Language: If empowerment is a value, use uplifting and affirming language. If community is key, use inclusive and welcoming terms. Their TikTok content already does this well by highlighting inspiring figures. Ensure all copy actively reflects the "natural, vegan, and cruelty-free" ethos.

Social Perception

Positive for Target Audience, Community-Oriented, Emerging Brand

Copy Examples

• •Headline: "Your Beauty, Naturally. Our Ethics, Beautifully." Body: "At For Her Cosmetics Detroit, we believe in makeup that makes you feel good, inside and out. Discover our vibrant, vegan, and cruelty-free collection, made with love in the heart of Detroit. Shine on, naturally."
• •Social Media Post (Image: Diverse group of women smiling): Caption: "Celebrating the power and beauty of every woman. Our Detroit-made cosmetics are crafted to enhance your unique radiance. Because you deserve to feel confident, celebrated, and seen. #ForHerDetroit #BlackGirlMagic #VeganBeauty #CrueltyFreeCosmetics #DetroitProud"
• •Product Description (for a lip gloss named "Detroit Glow"): Text: "Get that Motor City shine with our 'Detroit Glow' lip gloss! Packed with natural moisturizers and zero cruelty, it’s the perfect pop of confidence for your everyday hustle. Vegan, vibrant, and undeniably you. Wear your city, wear your glow."
• •Email Subject Line: "More Than Makeup: Join the For Her Cosmetics Detroit Community" Body Snippet: "Hey Beautiful, at For Her Cosmetics, we're more than just a brand – we're a movement. A movement towards cleaner beauty, stronger communities, and empowering every woman to own her story. Discover what makes us different..."
• •TikTok Video Idea (Voiceover - upbeat, friendly): Visuals: Quick cuts of product application, smiling faces, Detroit landmarks. Voiceover: "Detroit born, woman-led, and made for YOU! 🌱✨ For Her Cosmetics is all about natural, vegan, and cruelty-free goodness that lets your true beauty shine. Tap to shop and join our empowered community! #ForHerCosmetics #DetroitBeauty #VeganMakeup #EthicalBeauty"