Brand Tone

The brand's tone is a blend of professional expertise and girly glam. On platforms like the website, the tone is polished, clean, and aspirational, using words like "exquisite" and "heavenly" to describe the experience. On TikTok, the tone becomes more personal, trendy, and encouraging, using phrases like, "This is your sign to stop scrolling and start glowing." Across all channels, the voice is consistently confident, positive, and focused on female empowerment and self-care.

Brand Values

• •Quality and Expertise
• •Customer Empowerment
• •Growth and Ambition
• •Holistic Beauty
• •Community

Best Practices

• •Maintain a "Glossary" of Brand Words: Consistently use words like "heavenly," "flawless," "glowing," "radiant," "transformation," and "sanctuary" to reinforce the brand's aspirational and serene identity.
• •Speak Directly to the Client: Use "you" and "your" frequently to make the copy feel personal and client-focused (e.g., "Enhance your natural beauty," "Book your transformation").
• •Balance Aspirational and Relatable Tones: Use a more polished, professional tone for the website and service descriptions, while adopting a trendier, more personal voice for TikTok and Instagram Reels to connect with different audience segments.
• •Highlight the "Why" Behind the Service: Don't just sell a lash set; sell the confidence that comes with it. Frame your copy around the emotional benefit The perfect pair for a heavenly gaze. ✨ Our signature brow lamination and a wispy volume lash set are a match made in beauty heaven. Ready to elevate your look? Tap the link in our bio to book your transformation.
• •Show, Don't Just Tell: Accompany strong copy with high-quality visuals. For example, when launching a new product, pair the announcement with a video of the product in use, showing its texture and application. This reinforces the quality and desirability communicated in the text.

Social Perception

Lash Heaven by Carolina is perceived as a high-quality, trustworthy, and aspirational beauty brand. It is seen as a one-stop-shop for a variety of beauty treatments in the Miami area. Customers view the brand as a reliable source for both services and products, often recommending it to others. The founder, Carolina, is perceived as a skilled and successful entrepreneur.

Copy Examples

• •The perfect pair for a heavenly gaze. ✨ Our signature brow lamination and a wispy volume lash set are a match made in beauty heaven. Ready to elevate your look? Tap the link in our bio to book your transformation.
• •POV: you found the perfect non-sticky, super hydrating lip oil that smells as good as it looks. 😉 Our lip oils are 100% worth the hype. Run, don't walk! #lipoil #musthave #beautytok
• •Lash Heaven began with a simple vision: to create a sanctuary where beauty and confidence align. Led by master artist Carolina, our team of passionate specialists is dedicated to the art of enhancement. From meticulously applied lashes to revitalizing facials, every service is tailored to you. We've grown from a dream into a thriving community, and we can't wait for you to be a part of it.
• •Your everyday glow-up is here. Why settle for one slice of heaven? Complete your look with our new Sun-kissed Collection. Formulated for a flawless finish, our pressed blush and loose setting powder are the secrets to a lasting, radiant glow. Shop the collection now and get free shipping on orders over $75.
• •Which heavenly look are you dreaming of? (Poll: "Natural & Classic" vs. "Bold & Volume")