Brand Tone

youthful, friendly, energetic, and approachable. Also conveys trustworthiness through its emphasis on clean beauty and ingredient transparency.

Brand Values

• •Cruelty-Free and Vegan
• •Clean Beauty & Skin-Friendliness
• •Affordability and Quality
• •Versatility and Convenience
• •Customer-Centricity
• •Innovation and Trend-Awareness
• •Colombian Pride

Best Practices

• •Know Your "Pinchota": Always write as if you're talking to a friend who is part of your target audience (youthful, beauty-conscious, values ethics and convenience). Use language, references, and humor that resonate with them.
• •Embrace Emojis & Exclamations (Authentically!): Use emojis and enthusiastic language to convey energy and friendliness, but ensure it aligns with the message and doesn't feel forced. ✨💖😉
• •Highlight Core Values Consistently: Weave in mentions of "vegan," "cruelty-free," "clean ingredients," and "multi-purpose" naturally within product descriptions, social media posts, and even customer service interactions.
• •Keep it Simple & Direct: Avoid overly technical jargon. Focus on the benefits and the ease of achieving a desired look. Think "quick," "easy," "on-the-go."
• •Create a "Voice Guide" Snippet: Develop a short internal guide with keywords (e.g., "vibrant," "bff," "glow," "easy"), do's (e.g., use community-specific terms like "Pinchotas"), and don'ts (e.g., overly formal language) to help all content creators stay on the same page. Regularly review and update it based on evolving trends and audience feedback.

Social Perception

Customers generally perceive ILOVEPINCH positively. The brand appears to be building a reputation as a vibrant, modern, and ethical cosmetics company, especially within the LATAM market.

Copy Examples

• •Headline: Glow Up, Guilt-Free! ✨ Your Fave Multi-Stick is Back! Body: Ready to simplify your routine and amplify your awesome? Our Swipe & Go Multi-Stick is here to save your makeup bag (and the bunnies!). Vegan, cruelty-free, and packed with skin-loving goodness. Get yours and #PinchTheGlow! CTA: Shop Now & Shine On!
• •Headline: Lip Game Strong. Conscience Clear. 💋 Body: Pout perfection is possible without the nasties! Our True Red Tint gives you that effortlessly fierce, kiss-proof color that lasts. Oh, and did we mention it’s 100% vegan and PETA-approved? You’re welcome! 😉 CTA: Get Your True Red!
• •Headline: Bye-Bye, Complicated Routines! Hello, 5-Min Face! Body: Who's got time for a zillion products? Not us! Our clean, multi-purpose heroes are designed for your busy life. Look amazing, feel amazing, and do it all in a pinch! Join the #ILOVEPINCH fam! CTA: Discover Easy Beauty!
• •Headline: Skin That Looks Like Skin, But Better! (Thanks, ARMY Foundation! 😉) Body: Flawless, fresh, and feels like nothing’s there? Yep, that’s our ARMY Liquid Foundation! Packed with Hyaluronic Acid & Vitamin E for that healthy glow. Buildable coverage for YOUR perfect look. Ready to join the #PinchArmy?" CTA: Find Your Shade!
• •Headline: Pinchotas, We Heard You! 💖 Our Corrector Just Got a Renaissance! Body: You asked, we listened! Our new Renaissance Concealer is here – say ‘adiós’ to tired eyes and ‘hola’ to a hydrated, seamless finish with Hyaluronic Acid. Still vegan, still fabulous, now even dreamier! CTA: Experience the Rebirth!