Tono de Marca

Conscious, Confident, and Minimalist

Valores de Marca

• •Ethical Production
• •High Performance and Quality
• •Sustainability
• •Inclusivity and Self-Expression

Mejores Prácticas

• •Lead with Your 'Why': Always integrate the core values (B Corp, vegan, cruelty-free) into the copy. Don't just list them; connect them to the customer's benefit (e.g., 'Beauty with a clear conscience').
• •Embrace 'Less is More': Use clean, direct, and confident language. Avoid overly promotional hype and let the product quality and brand ethics speak for themselves, in line with the 'Consider the basics' ethos.
• •Balance a Minimalist Tone with an Empowering Message: While the tone is simple, it shouldn't be passive. Use active, empowering verbs that celebrate self-expression and confidence (e.g., 'Define,' 'Create,' 'Celebrate').
• •Be Transparent and Educational: Use your copy to educate consumers about what certifications like 'B Corp' mean or why a '10-Free™ formula' is better. This builds trust and reinforces your position as an industry expert.
• •Maintain Visual and Verbal Consistency: Ensure the clean, minimalist, and confident tone is reflected across all channels—from the website's product descriptions to the casual, quick-fire nature of TikTok captions. The voice should be recognizable everywhere.

Percepción Social

The public perception of Kester Black is largely that of an industry pioneer in ethical beauty, seen as a trustworthy, high-integrity brand with a 'cult-like following' among consumers prioritizing sustainability. While nail products receive consistent acclaim, other products like lipstick have garnered mixed reviews regarding performance, though the brand is overall perceived as a high-quality, ethical option.

Ejemplos de Copy

• •Effortless Glow. Ethically Made. Introducing our new Super Retinal Vitamin A Serum. A powerful, plant-based basic designed to deliver real results without compromise. Smooth, rejuvenate, and radiate confidence. Because conscious beauty should be simple. #KesterBlack #ConsiderTheBasics #VeganSkincare
• •Your Foundation for Flawless Nails. Build resilience from the base up. Our Strong Nails Set is expertly formulated to repair and protect, giving you a healthy canvas for self-expression. Backed by our 10-Free™ formula, it's the trusted, high-performance care your nails deserve. Vegan, cruelty-free, and B Corp certified.
• •Beauty essentials that feel as good as they look.
• •Beauty, But Better. At Kester Black, we do two things well: Makeup and Nail Care. We create high-performance essentials that are 100% vegan, carbon neutral, and B Corp certified. Join the thousands of customers who have chosen beauty with a conscience. Discover your new basics today.
• •Celebrate self-expression. Trusted formulas, real results, and an unwavering commitment to the planet.