Brand Tone

Empowering, knowledgeable, and results-driven, focusing on confidence, educating the audience, and highlighting tangible benefits and specific outcomes.

Brand Values

• •Efficacy and Quality
• •Safety and Health
• •Ethical Practices
• •Community and Professional Partnership

Best Practices

• •Lead with the Benefit, Support with the Feature: Always start with the result the customer wants (e.g., "Increase your retention by an extra 2-3+ weeks"). Then, explain how the product achieves it (e.g., "...because our formula is completely free from Oil, Glycerin, & Glycol").
• •Use Social Proof Relentlessly: Continuously integrate customer testimonials, 5-star ratings, and phrases like "best-seller" and "viral" into copy across all platforms to build trust and urgency.
• •Maintain a Dual-Audience Voice: Continue speaking directly to both consumers and professionals. Use phrases like "Are you a lash tech?" to segment the audience and make professionals feel seen and valued, strengthening that B2B relationship.
• •Reinforce Core Values in Every Message: Every piece of copy should, where possible, mention a core value. The terms "Vegan," "Cruelty-Free," "Oil-Free," and "No Nasty Ingredients" are powerful differentiators and should be consistently present.
• •Embrace the "Savvy Expert" Tone: Combine confident, empowering language with educational content. Position the brand as the knowledgeable friend who wants the best for you and your lashes, providing insider tips (like the problem with tap water) that establish authority and build a loyal following.

Social Perception

Viewed as a trustworthy, effective, and high-value brand that solves common lash extension problems and acts as an authority in lash aftercare.

Copy Examples

• •Your lashes went through a lot to look this good. Don't let it go to waste. Our oil-free, vegan Lash Cleanser is the secret to making that 'just-lashed' feeling last. Extend your retention by weeks and keep your lashes healthy, clean, and full. Tap to shop your aftercare essential. #LashRoutine #LashAftercare #VeganBeauty
• •Tired of Retention Complaints? The Problem Might Be Their Aftercare. Elevate Your Service with Lashroutine. Stock the aftercare your clients will actually love. Our Lash Cleanser is proven to extend retention by 2-3 weeks. DM us for your exclusive 20% lash tech discount and become a stockist today!
• •The Hype is Real. Rated 5 Stars for a Reason. Discover our #1 Best-Selling Lash Cleanser as formulated with distilled water, zero oils, and proudly vegan & cruelty-free.
• •The aftercare routine you didn't know you needed. #LashRetention #LashHack #LashExtensionCare
• •Stop Letting Your Lashes Fall Out Prematurely. Your lash extensions are an investment. Protect them. Our scientifically formulated Lash Cleanser prevents the buildup of oils and dirt that weaken the adhesive bond, keeping your lashes looking flawless for longer. See why thousands of customers swear by it for ultimate retention.