Brand Tone

Empowering, Educational, and Relatable

Brand Values

• •Entrepreneurial Empowerment
• •Quality and Professionalism
• •Community and Support
• •Accessibility and Practicality
• •Authenticity

Best Practices

• •Lead with "You," Not "We": Frame all copy around the customer's needs, goals, and pain points. Instead of "We sell the best planners," use "Your business will be more organized with this planner." This makes the message more personal and empowering.
• •Blend Aspiration with Action: Combine inspirational language about building a dream business with clear, actionable steps. Use phrases like "Build the business you've been dreaming of. Start with this template." This motivates and guides the customer simultaneously.
• •Use the Language of the Industry: Incorporate terms that are familiar to lash artists and beauty professionals (e.g., "dark lash line," "client retention," "booking site," "premade fans"). This builds credibility and shows that the brand understands its audience's world.
• •Tell a Story: Weave the founder's personal journey into the copy where appropriate. Mentioning how a product helped Shez in her own business adds a layer of authenticity and proof that other brands cannot replicate.
• •Always Provide Value: Even in promotional posts, aim to educate or solve a problem. A post selling a product should also contain a small tip or insight. This reinforces the brand's position as a generous expert and mentor, encouraging followers to pay attention to all content.

Social Perception

The brand is perceived as a Trusted Authority and Mentor, a High-Quality Supplier, and a Source of Inspiration.

Copy Examples

• •Headline: Stop the overwhelm. Start the growth. Body: Juggling clients, content, and your personal life? Our 2025 Digital Beauty Business Planner is your all-in-one solution. Designed for lash artists by a lash artist, it helps you track income, manage appointments, and plan your goals with clarity. It’s time to run your business, not let it run you. Tap to get organized. #LashBoss #BeautyBusiness #DigitalPlanner
• •Voiceover: You know that perfect, dark lash line your clients are always asking for? Our new Noir Premade Fans are the secret. They're lightweight, easy to apply, and create that stunning, dense look every single time. Level up your lash sets. Shop now at lashedbyshez.com. #LashSupplies #PremadeFans #LashTech
• •Subject: My blueprint for hitting 10k months online Body: Two years ago, I was just starting out, trying to figure out how to turn my passion into real profit. Now, I want to share every strategy, tool, and secret with you. 'The Digital Blueprint' is the exact guide I used to build my business by selling digital products. Stop guessing and start earning. Get the blueprint today and build the future you deserve.
• •Text on screen: What’s the #1 struggle you're facing in your beauty business right now? Reply to this story! I'll be sharing my best tips and answering your questions in my DMs all afternoon. Let's grow together! #WomenInBusiness #CommunityOverCompetition
• •Headline: Your clients are online. Is your business? Body: A professional booking site is non-negotiable. Our customizable Canva templates for Square and Acuity make it easy to create a stunning, user-friendly website in minutes. Impress clients, secure deposits, and look like the pro you are—no coding required. Elevate your brand today. #LashWebsite #SquareAppointments #BeautyBiz