Brand Tone

Approachable and Friendly, Proudly Local (Filipino), Confident and Playful, Informative and Helpful

Brand Values

• •Affordability and Accessibility
• •Quality and Natural Ingredients
• •Effortless Beauty
• •Customer-Centric
• •Cruelty-Free
• •Celebration of Local (Filipino) Beauty

Best Practices

• •Embrace "Effortless" and "Approachable": All copy should feel easy to understand, relatable, and friendly. Avoid overly technical jargon. Use simple, direct language that resonates with a wide audience, embodying the "It's easy to be pretty!" tagline.
• •Highlight "Proudly Filipino": Subtly weave in the brand's Filipino heritage and its dedication to "Pinay beauty" where appropriate. This fosters a connection with the local market and reinforces brand identity.
• •Stay Youthful and Trendy (especially on platforms like TikTok): Use current slang (authentically), participate in relevant trends (if they align with the brand), and maintain an energetic, positive voice that appeals to a younger demographic familiar with the "OG" status of the tints.
• •Consistently Emphasize Core Values: Regularly reiterate key selling points like affordability, natural ingredients, cruelty-free status, and product efficacy (long-lasting, pigmented) in varied ways across all communications.
• •Engage Authentically: Respond to comments and messages in a manner that reflects the brand's friendly and customer-centric approach. Acknowledge feedback, both positive and negative, professionally and helpfully.

Social Perception

"OG" and Nostalgic, Cult Favorite/Holy Grail, Effective and Long-Lasting, Value for Money, Authenticity Concerns (Historically), Proudly Filipino

Copy Examples

• •Find your perfect Pinay pout! ✨ From subtle stains to bold hues, KJMCOSMETICS CHEEK. LIP. Tints are made with natural ingredients to celebrate YOUR unique beauty. Affordable, long-lasting, and always cruelty-free. What's your OG shade? #KJMCOSMETICS #EffortlessBeauty #PinayBeauty #LipTintLove
• •Running late but still wanna slay? 💁‍♀️ Our OG Cheek. Lip. Tint got you! A quick dab for that 'It's easy to be pretty!' glow. ✨ Natural, affordable, and totally you. #kjmcosmetics #makeuphacks #5minutemakeup #OGliptint #TikTokMadeMeBuyIt
• •Remember your first KJM tint? 😉 Still the same amazing quality, still proudly Filipino, and still super affordable! Perfect for your everyday effortless look. Tap to shop your fave shades on Shopee & Lazada! #KJMCOSMETICS #TheOGTint #EffortlessBeautyEveryday #SupportLocalPH
• •Title: More Than Just a Tint: The KJM Promise of Clean Beauty & Pinay Pride. Snippet: At KJMCOSMETICS, we believe beauty shouldn't be complicated or costly. Discover how our commitment to natural ingredients, cruelty-free practices, and celebrating every Filipina's unique glow is at the heart of every product we create. It's effortless beauty, the KJM way.
• •That feeling when your KJM CHEEK. LIP. Tint lasts all day! 🙌 What's your go-to KJM shade that never lets you down? Share below! #KJMCOSMETICS #LipTintThatLasts #ProudlyPinoy #BeautyStaple