Brand Tone

Empowering, passionate, and elegant; positive and encouraging, aiming to be both aspirational and welcoming, like a supportive friend and knowledgeable beauty expert.

Brand Values

• •Empowerment and Self-Expression
• •Quality and Efficacy
• •Ethical Practices
• •Creativity and Artistry
• •Community

Best Practices

• •Lead with "Heart": Always connect the product back to the core values of empowerment, confidence, and self-expression. The name "Kokoro" is your guide—every piece of copy should have heart.
• •Use Empowering Language: Employ active, positive, and uplifting words. Use phrases like "unleash," "discover," "celebrate," and "transform." Focus on what the customer becomes (e.g., confident, creative, radiant) rather than just what the product does.
• •Highlight Ethical Choices Clearly and Simply: Consistently mention "cruelty-free" and "paraben-free" in product descriptions, ads, and social media bios. This is a key differentiator and value proposition that should never be hidden.
• •Speak Like a Passionate Mentor, Not a Salesperson: The tone should be educational and inspiring. Frame tips and product information as sharing secrets among friends. Ask questions in your copy to invite engagement and build community.
• •Maintain Visual and Verbal Elegance: Ensure that the sophisticated, clean aesthetic of your branding is reflected in the copy. Use clear, concise sentences. While friendly, avoid overly casual slang that might dilute the brand's elegant feel. Let the quality of the words match the quality of the products.

Social Perception

Perceived as a high-quality, trustworthy, and inspiring beauty brand; customers feel listened to and comfortable. It's seen as a curator of tools for self-expression, not just a product seller.

Copy Examples

• •Your new ritual for self-expression has arrived. The ‘Kokoro Canvas’ Palette isn’t just makeup; it’s a tool for your artistry. Each shade is crafted to be intensely pigmented, blend seamlessly, and, of course, always cruelty-free. What story will you tell? #KokoroBeauty #ArtOfYou
• •Beauty with Heart. You believe beauty shouldn't come at a cost. So do we. At Kokoro Lashes, every product is 100% cruelty-free and formulated without parabens or bad vibes. Discover makeup that feels as good as it looks. Shop our collection today and get 15% off your first order.
• •Unlock Your Inner Glow. High-performance, cruelty-free cosmetics designed to celebrate your unique beauty. Discover the Collection
• •A Little Something to Make You Shine ✨ Inside: See our new long-lasting lipsticks and find your perfect shade.
• •Your face is a work of art. We just provide the palette. 🎨 #KokoroLashes #MakeupIsArt #ConfidenceBoost