Brand Tone

Direct and Commercial

Brand Values

• •Variety and Accessibility
• •Convenience
• •Market Trends

Best Practices

• •Define a Persona: Choose a personality for the brand. Is it the "in-the-know best friend," the "sleek trendsetter," or the "savvy deal-finder"? Once decided, write all copy from this persona's point of view.
• •Focus on "Why," Not Just "What": Instead of just listing product names (the "what"), explain the benefit to the customer (the "why"). Don't just sell a "lip gloss"; sell "the perfect high-shine finish for your night out."
• •Use Aspirational Language: Employ words that evoke a feeling or a desired lifestyle. Phrases like "Unlock your style," "Elevate your routine," and "Discover your new favorite" are more compelling than "Buy now."
• •Create a Keyword Glossary: Develop a list of on-brand words and phrases to use consistently (e.g., "curated," "on-trend," "essentials," "glow," "latest drops"). Also, create a list of words to avoid (e.g., "cheap," "stuff," overly formal or technical jargon).
• •Adapt Tone for Different Platforms: While the core brand voice should remain consistent, the tone can be slightly adjusted for each platform. Be more conversational and visual on Instagram, slightly more detailed for an email newsletter, and clear and benefit-driven on the website's product pages.

Social Perception

Currently, the perception is likely neutral and minimal, existing only for those who have directly stumbled upon or purchased from the site. Without social proof or community engagement, the brand has not yet built a discernible reputation, positive or negative, in the public sphere. The perception is that of a generic online retailer rather than a distinct, memorable brand.

Copy Examples

• •Why jump from site to site? From your favorite NYX lip gloss to the latest tech gadgets, find all the trends you love right here at Glowshop. Your new go-to for everything cool is just a click away.
• •Get the look that’s all over your feed. The e.l.f. Monochromatic Multi Stick is here! One stick, endless possibilities for eyes, lips, and cheeks. Effortless glow, delivered to your door. Shop the trend.
• •Style and Comfort, Redefined. Discover the Diane & Geordi collection, designed for the modern man. Premium quality meets everyday function. Upgrade your essentials today.
• •It's time for a glow-up! ✨ This week only, get 15% off our entire Beauty & Cosmetics collection. Unleash your inner glow and grab your favorites before they're gone!
• •Glowshop was born from a simple idea: to bring the world's most exciting trends to Argentina. We curate the best in beauty, fashion, and tech so you can express your unique style, effortlessly.