Brand Tone

The brand's tone is predominantly friendly, youthful, and aspirational. It's encouraging and positions makeup as a fun and accessible tool for self-expression and transformation. The language used is informal and engaging, mirroring the communication style of its target audience on social media. It avoids overly technical jargon, instead focusing on the aesthetic and the feeling the products can help achieve.

Brand Values

• •Accessibility
• •Transformation and Self-Improvement
• •Trend-Consciousness
• •Community

Best Practices

• •Embrace Enthusiastic and Positive Language: Use words like "discover," "unleash," "transform," and "radiance." The tone should always be encouraging and celebratory.
• •Stay Visually Driven: Let the products and the results speak for themselves. High-quality images and videos are crucial. The copy should complement the visuals, not overpower them.
• •Use Emojis and Informal Language Appropriately: Incorporate emojis to add personality and connect with a younger audience, especially on social media. Keep sentences relatively short and easy to digest. ✨💖
• •Focus on the "How-To" and the "Why": Frame content around tutorials, tips, and the benefits of using the products (e.g., "achieve a dewy look," "for that perfect pop of color"). This provides value beyond just selling a product.
• •Engage with Your Community: Ask questions in captions, respond to comments and DMs, and feature user-generated content when possible. This reinforces the "diary" aspect of the brand, making it a shared journey.

Social Perception

The public perception of "Glow Up Diary" is tied to the broader cultural trend of the "glow up." Customers likely see the brand as a provider of the tools needed to achieve the popular dewy, youthful, and polished makeup looks associated with this trend. The brand is perceived as a trendy and reliable source for popular Asian beauty products. The name itself is aspirational, attracting customers who are invested in self-improvement and aesthetic enhancement.

Copy Examples

• •Your secret to a flawless, dewy glow has arrived. ✨ Introducing the CLIO Kill Cover Mesh Glow Cushion, the ultimate shortcut to that 'lit-from-within' look. Tap to shop and start your glow up story today! #GlowUpDiary #KBeauty #CushionFoundation #DewySkin
• •How to get the perfect sculpted look in 30 seconds. Want to level up your makeup game? Our new Judydoll palette is a game-changer! A little contour here... a pop of highlight there... and you're ready for your close-up. Who said a glow up had to be hard? #GlowUp #MakeupHack #ContourTutorial #TikTokMadeMeBuyIt
• •Ready for Your Glow Up? Discover the best of Asian beauty and unleash your radiance. Free shipping on orders over 50€.
• •✨ Inside: Your Weekly Glow Up Digest + a Surprise! Don't miss out on the latest beauty trends and a special treat just for our diary members.
• •Unlock Your Radiance. Tired of the same old makeup routine? Glow Up Diary brings you the most-loved Asian beauty products to inspire your transformation. From viral TikTok sensations to timeless classics, find your new favorites and let your confidence shine. Shop Now