Brand Tone

aspirational yet accessible, friendly, vibrant, and empowering

Brand Values

• •Affordability & Quality
• •Individuality & Self-Expression
• •Inclusivity & Diversity
• •Innovation
• •Customer-Centricity

Best Practices

• •Embrace Enthusiasm and Positivity: Use upbeat and encouraging language. Words like "shine," "gorgeous," "celebrate," "empower," and "fabulous" align with their vibrant and aspirational tone.
• •Highlight Value (Quality + Affordability): Consistently remind customers that they are getting high-quality, on-trend products at a price that makes beauty accessible. Avoid jargon that makes products seem overly exclusive or expensive.
• •Focus on Self-Expression and Empowerment: Frame makeup not just as a product, but as a tool for creativity, confidence, and expressing individuality. Use inclusive language.
• •Keep it Relatable and Friendly: While aspirational, the tone should remain approachable. Address the customer directly ("you," "your") and use a conversational style, especially on social media.
• •Stay Visually Consistent: Ensure that the copywriting style is mirrored in the visual elements used (bright, clear product shots, diverse models, engaging lifestyle imagery) to create a cohesive brand experience.

Social Perception

Customers generally perceive Glam21 as a brand that offers good value for money, with decent quality products at affordable prices. Many appreciate the wide product range and the suitability of shades for Indian skin. The brand's availability across multiple online and offline channels is also a plus.

Copy Examples

• •Headline: Unleash Your Inner Sparkle. ✨ Body: Why fit in when you were born to stand out? Our new "Chromatic Dreams" eyeshadow palette is packed with vibrant, high-pigment shades to let your creativity shine. Affordable luxury for the bold, beautiful you. #Glam21 #BeYou #ChromaticDreams
• •Headline: Flawless, All Day, Your Way. 💁‍♀️ Body: Meet your new BFF – the Glam21 "StayPerfect" Foundation! Lightweight, buildable coverage that celebrates your unique skin tone. Look and feel amazing from sunrise to spotlight. #Glam21Beauty #StayPerfect #ConfidenceUnlocked
• •Headline: Pout Perfection on a Budget? Yes, Please! 💄 Body: Get those luscious lips you've always dreamed of without breaking the bank. Our "LuxeMatte" lipsticks offer rich color, a comfy matte finish, and a price you'll love. Go on, treat yourself! #Glam21Lips #LuxeMatte #AffordableGlam
• •Headline: Your Daily Dose of Glam, Delivered! 🚚💖 Body: Quick, easy, and oh-so-glamorous! Get your favorite Glam21 essentials delivered fast. Because life’s too short for boring makeup. #Glam21 #FastBeauty #GlamOnTheGo (Inspired by their Flipkart Minutes expansion)
• •Headline: Beauty with #HaqSeHaseen!🌟 Body: At Glam21, we believe every woman has the right to feel beautiful, on her own terms. Our makeup is made to celebrate YOU – your style, your choices, your confidence. Express yourself, unapologetically. #Glam21Cosmetics #Individuality #EmpoweredBeauty (Inspired by their campaign)