Brand Tone

empowering, luxurious, and caring

Brand Values

• •Empowerment and Confidence
• •Self-Care and Self-Love
• •Natural and Ethical Practices
• •Authenticity

Best Practices

• •Lead with Empowerment: Every piece of copy, from a tweet to a product description, should aim to uplift and instill confidence in the reader. Use strong, positive, and affirmative language.
• •Anchor in Authenticity: Regularly reference the founder's story and the "why" behind the brand Gcreated by a mother for women. This personal touch builds a stronger, more genuine connection with the audience.
• •Emphasize the "Luxurious Handcrafted" Angle: Consistently use keywords like "luxury," "handmade," "natural," and "indulge" to reinforce the brand's position as a high-quality, artisanal choice in the crowded beauty market.
• •Speak Directly to Your Core Audience: Tailor messaging to resonate with the experiences of women and mothers. Acknowledge their challenges and position the products as a simple, effective solution for self-care.
• •Maintain a Consistent Call to Action: End copy with empowering phrases that reflect the brand's mission, such as "Be Bold," "Embrace Your Beauty," or "Find Your Glow," to create a memorable and consistent brand sign-off.

Social Perception

Customers praise the quality of the products, particularly the lashes, describing them as "light and beautiful" and "natural looking". The brand is perceived as offering high-quality, glamorous products. The connection to a spa in Jos, Nigeria, that uses their name suggests a positive reputation extending to professional beauty services, where it is noted for a diverse range of products and affordable luxury.

Copy Examples

• •Your daily reminder to be bold. Your moment of self-love, captured in a jar. Our new Velvet Shea Body Butter is more than just skincare; it’s a ritual. Handmade with love to nourish your skin and empower your spirit. Because you deserve to feel amazing, inside and out. #JosCosmetics #BeBoldBeYou #LuxurySkincare
• •Motherhood is a beautiful journey, but it's easy to forget the woman who started it all. Reconnect with *you*. Jos Cosmetics London was created by a mother of four to remind you that self-care isn't a luxury, it's essential. Feel confident, feel beautiful, feel proud. #SelfCareForMothers #JosCosmeticsLondon #EmpoweredBeauty
• •Confidence looks gorgeous on you. Our Lustre Lip Gloss collection is designed not just to shine, but to nourish. Infused with natural oils, each swipe is a promise of hydration and a touch of bold, beautiful color. It’s your time to shine. BE BOLD. BE YOU. BE PROUD.
• •Because you're always taking care of everyone else, we wanted to take care of you. This week, enjoy 20% off our entire collection of handmade, natural skincare. It’s the perfect opportunity to pamper yourself and rediscover your glow. You’ve earned it.
• •Loving the skin you're in is a bold statement. We’re here to help you make it. #JosCosmeticsLondon #BeProud #CleanBeauty #SelfLove