Brand Tone

Elegant, Exclusive, and Nurturing

Brand Values

• •Quality and Purity
• •Simplicity and Effectiveness
• •Exclusivity and Discovery
• •Transparency
• •Inclusivity

Best Practices

• •Always Use the Language of Exclusivity: Employ words like "discover," "curated," "collection," "insider," and "coterie" to reinforce the brand's exclusive identity. Frame purchasing not just as a transaction, but as joining a select group.
• •Balance "Luxe" with "Simplicity": Consistently pair luxurious descriptors ("opulent," "silky," "flawless") with words that convey ease and effectiveness ("simple," "uncomplicated," "effortless"). This duality is the core of the brand's unique proposition.
• •Focus on the "Why," Not Just the "What": Instead of only listing ingredients, explain why they were chosen. For example, instead of "Contains Jojoba Oil," write "Formulated with nurturing Jojoba Oil for its gentle and effective moisturizing properties." This reinforces the brand's value of research and care.
• •Maintain a Nurturing and Empowering Tone: Address the customer with respect and understanding. Use phrases like "You deserve the best" and "Your skin, only better" to create a positive, confidence-building connection that feels personal and supportive.
• •Develop a Consistent Lexicon and Tagline System: Create a list of on-brand words to use across all platforms. Consistently use taglines like "Simplicity, Perfected." or "Welcome to the Coterie." in bios, footers, and campaigns to create strong brand recall.

Social Perception

The brand is perceived as a premium, niche provider of luxury skincare and cosmetics. The association with Beverly Hills and the emphasis on high-quality, botanical ingredients creates an image of trustworthiness and opulence. Customers likely view it as a boutique brand rather than a mass-market player. The limited online chatter suggests that its client base may be loyal and discerning, interacting with the brand directly rather than through public forums. The perception is that of an insider's brand for those "in the know."

Copy Examples

• •Simplicity, Perfected. Welcome to the Coterie—where luxurious, botanical-based beauty is your new reality.
• •Feel the difference purity makes. Our botanical creams are silky, smooth, and formulated to be just right—never too heavy, never too light. Your skin, only better. #LashLHeureux #BotanicalBeauty #LuxurySkincare #BeverlyHillsBeauty
• •You deserve the best. We've done the research to bring it to you. Discover the Lash L'Heureux Coterie: an exclusive collection of high-performance, uncomplicated skincare and cosmetics. Free shipping on orders over $75.
• •A New Discovery | Your Invitation to Experience [Product Name]
• •Unlock a flawless complexion with our [Serum Name]. This potent, botanical-based formula delivers nurturing ingredients deep into your skin, promoting a silky, smooth texture. It’s the simple, effective luxury your daily ritual has been missing.