Brand Tone

Friendly and Approachable, Empowering and Supportive, Enthusiastic and Passionate, Informative and Trustworthy, Playful and Trendy

Brand Values

• •Quality & Efficacy
• •Ease of Use & Convenience
• •Nail Health
• •Safety & Ethics
• •Innovation
• •Customer-Centricity
• •Value for Money
• •Community & Engagement
• •Australian Identity
• •Philanthropy

Best Practices

• •Stay Enthusiastic and Positive: Use upbeat language, emojis where appropriate (especially on social media), and focus on the benefits and enjoyment of the products.
• •Emphasize Ease and Empowerment: Consistently highlight how easy the system is to use at home, empowering customers to achieve professional results themselves.
• •Educate and Inform Clearly: Provide straightforward instructions, tips, and transparent information about ingredients and product benefits (e.g., 9-free, vegan, peel-off process).
• •Be Relatable and Friendly: Use a conversational style, ask questions to encourage engagement, and share user-generated content to build community.
• •Reinforce Core Values: Regularly weave in mentions of key values like being cruelty-free, vegan, Australian-owned, and promoting nail health.

Social Perception

Problem Solver, High Quality & Reliable, User-Friendly, Healthy Alternative, Good Value, Supportive Brand, Trendy and Fun

Copy Examples

• •Headline: Salon Style, Zero Stress. Peel-Off Perfect Nails at Home! Body: Tired of chipped polish and pricey salon trips? Gelicious Nail Co brings you gorgeous, 10-14 day gel manicures that dry instantly and peel off gently with just hot water. No damage, no fuss, just fabulous nails. Vegan, cruelty-free, and 9-free because your nails deserve the best! ✨ #Gelicious #PeelOffGel #HealthyNailsHappyYou
• •Headline: Your At-Home Nail Glow-Up Starts Now! Body: Unlock vibrant, long-lasting colour that’s as kind to your nails as it is stunning. Our Gelicious Starter Kits have everything you need for a flawless, salon-quality finish. Easy to apply, even easier to remove. Join the #GeliciousParty and show off your perfect peel-off mani! 💅 #DIYGelNails #CrueltyFreeBeauty #AustralianMade
• •Headline: Busy Bee? Get Nails That Keep Up! 🐝 Body: Instant dry, chip-resistant, and lasts up to two weeks! Gelicious peel-off gel polish is your secret weapon for looking put-together, even on the busiest days. Plus, our 9-free formula means you’re choosing healthy beauty. What colour will you rock this week? #GelNailsAtHome #LongLastingNails #VeganNailPolish
• •Headline: Love Your Nails, Love the Planet. 🌿💖 Body: At Gelicious, we believe in beauty without compromise. That’s why our salon-quality gel polishes are proudly vegan, cruelty-free, and 9-free. Get stunning, durable manicures that you can feel good about – and peel off gently when you’re ready for a change! #EthicalBeauty #GeliciousValues #PeelGoodFactor
• •Headline: From Drab to Fab in Minutes! (Seriously!) Body: Say goodbye to long drying times and hello to instant glam! Gelicious offers a rainbow of over 100 shades for a perfect gel manicure that sets in seconds under our LED lamp and peels off cleanly. Get ready for your easiest, most vibrant manicure ever! Check out our tutorials and join the thousands loving their Gelicious nails! #EasyPeelOff #SalonQualityAtHome #GeliciousTutorial