Brand Tone

Youthful & Trendy, Approachable & Friendly, Empowering & Confident, Value-Driven & Accessible, Informative & Enthusiastic

Brand Values

• •Accessibility
• •Quality
• •Cruelty-Free
• •Innovation & Trend-Consciousness
• •Inclusivity (emerging)
• •Sustainability & Social Responsibility (Corporate Level - cosnova)
• •Customer-Centricity

Best Practices

• •Know Your Audience Inside Out: Understand their language, aspirations, pain points, and what excites them about beauty. Tailor your communication to resonate with a youthful, trend-aware but budget-conscious consumer.
• •Embrace Enthusiasm and Positivity: Use energetic and positive language. Words like "obsessed," "love," "amazing," "unreal," "glow," "slay," and emojis (where appropriate for the platform) can convey excitement. Keep the tone upbeat and inspiring.
• •Highlight Value and Quality Together: Consistently emphasize that affordability does not mean compromising on quality or trendiness. Use phrases like "luxe for less," "quality you can afford," "latest trends, best prices."
• •Be Authentic and Relatable: Avoid overly corporate or technical jargon. Use clear, simple language. Share user-generated content, run polls, and ask questions to make the brand feel more like a friend or trusted peer.
• •Stay True to Core Values: Ensure that messages about cruelty-free practices, accessibility, and the joy of makeup are woven into the narrative consistently across all platforms. If promoting "cleaner" aspects, do so transparently. Use consistent hashtags that reflect brand values (e.g., #AffordableGlam, #CrueltyFreeBeauty, #OwnYourMagic).

Social Perception

Highly Positive, Especially for Key Brands (essence, CATRICE), Trusted for Affordability and Quality, Fun and Playful, Ethical Considerations Appreciated, Influencer Approved, Accessible and Widely Available

Copy Examples

• •🎨✨ Unleash your inner artist! Our NEW 'City Lights' palette just dropped, packed with 12 vibrant shades to take you from day-to-night glam. Rich pigments, blendable formulas, and all for a price that lets you experiment freely! 😉 What look will you create first? #HouseofCosmetics #EssenceMakeup #CatriceCosmetics #NewCollection #AffordableGlam #OwnYourMagic
• •Stop dreaming about long lashes, start living them! 😍 Our fan-fave 'Lash Hero' Mascara gives you a false-lash effect without the fuss (or the price tag!). Cruelty-free, smudge-proof, and ready to make your eyes POP! ✨ Shop now at Clicks, Dis-Chem & online! [Link] #CosmetixSA #LashGoals #AffordableBeauty #MustHaveMakeup #CrueltyFree
• •Gloss up, boss up! 💋✨ Swatching our NEW juicy lip oils! Unreal shine, non-sticky, and packed with good vibes (and yummy scents!). Which shade is calling your name? 👇 #HouseofCosmeticsFinds #LipOil #TikTokMadeMeBuyIt #BeautyOnABudget #NewMakeup
• •Meet Your Match! ✨ Our new 'Second Skin' Foundation not only gives you flawless coverage but loves your skin back with hyaluronic acid and vitamin E. Buildable, breathable, and beautiful – all day long. Find your perfect shade today! #CosmetixBeauty #SkinLovingMakeup #FoundationMatch #AffordableLuxury
• •🎉 Your Makeup Bag Called... It Wants an Upgrade! Up to 30% Off Faves! 🎉 (Body Teaser): Hey Beauty! Treat yourself to that palette you've been eyeing or restock your essentials. Quality makeup at prices you'll love, now even sweeter! Don't miss out! #BeautySale #HouseofCosmetics