Brand Tone

Passionate, Innovative, Confidently Italian, Approachable yet Professional, Fun and Lightness

Brand Values

• •Quality & Excellence
• •Innovation
• •Tradition & Heritage
• •Self-Expression & Creativity
• •Inclusivity
• •Customer Focus

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality traits (e.g., bold, passionate, innovative, sophisticated, irreverent yet respectful), key messaging pillars (Made in Italy, quality, innovation, self-expression), and a specific lexicon (words to use/avoid). This should be shared with everyone creating content.
• •Embrace Storytelling with Italian Flair: Weave the brand's rich heritage, Milanese roots, and the passion behind its craftsmanship into product descriptions, social media posts, and campaign narratives. Use vivid imagery and sensory language that evokes the Italian spirit.
• •Stay Authentic to the "Irreverent and Ironic" Edge (Mindfully): While Babila Spagnolo is credited with this vision, ensure it's executed with cultural sensitivity and avoids alienating potential customers. This tone should be clever and engaging, not offensive. Test potentially edgy content with diverse internal or external focus groups.
• •Highlight Innovation and Trend-Setting: Consistently communicate the research, technology, and forward-thinking approach behind Layla products. Connect new launches to current beauty trends while emphasizing Layla's unique Italian take.
• •Engage with Passion and Confidence: Let the brand's enthusiasm for its products and for beauty shine through in all communications. Use a confident, assertive (but not arrogant) voice that assures customers of the quality and desirability of Layla Cosmetics. Ensure customer service interactions also reflect this passionate and helpful tone.

Social Perception

Largely positive as a reputable, historic Italian brand offering high-quality and innovative cosmetics, especially nail polishes. Mixed perception due to past controversies, but trendy and modern among the target audience.

Copy Examples

• •Milanese streets. Roman sunsets. Venetian nights. Unleash Italy's soul on your fingertips. Layla's new [Collection Name]: 10 shades of pure, audacious color. Crafted with passion, worn with confidence. #LaylaMilano #ItalianColourStory #NailRevolution
• •Forget limits. Embrace length. Layla's [Mascara Name] isn't just mascara, it's an attitude. Our innovative formula, born in Milan, delivers audacious volume and sky-high lashes. Dare to be iconic. #LaylaLashes #ItalianInnovation #ExtraVolume
• •More than just a lipstick, it's a statement. Layla's [Lipstick Name] glides on like silk, speaks in vibrant hues, and lasts like a timeless Italian love affair. Discover your signature. #LaylaLips #MadeInMilan #LuxuryBeauty
• •Since 1936, Layla Cosmetics has painted Italy with passion and innovation. From iconic nail lacquers to cutting-edge makeup, every creation is a testament to Milanese artistry. Experience the tradition, embrace the future of beauty. #LaylaCosmetics #ItalianExcellence #BeautyHeritage
• •Italian beauty isn't just skin deep, it's a ritual. Introducing Layla [Skincare Product Name], where Milanese innovation meets nature's finest. Reveal your most radiant, confident self. #LaylaSkincare #ItalianGlow #ArtOfBeauty