Brand Tone

aspirational, yet approachable and caring. It's also informative and health-conscious

Brand Values

• •Health & Wellness
• •Ethical Practices
• •Quality & Transparency
• •Self-Care & Empowerment
• •Natural Beauty & Simplicity

Best Practices

• •Emphasize "Free-From" Benefits Gently: Instead of aggressive warnings about toxins, focus on the positive peace of mind your "10-Free," "Vegan," and "Cruelty-Free" formulas offer. Frame it as a caring choice for oneself and the world.
• •Use Soft, Evocative Language: Incorporate words associated with nature, well-being, calm, and gentle care (e.g., "nourish," "breathe," "serene," "glow," "ritual," "mindful"). This aligns with the self-care and natural beauty values.
• •Maintain an Educated but Approachable Voice: When discussing ingredients or benefits, be informative without being overly technical or preachy. Make complex information easy to understand and relatable.
• •Focus on the "Ritual" and "Experience": Position the use of LECLÉ products not just as applying nail polish, but as a mindful moment of self-care, a small indulgence, or a way to express personal style thoughtfully.
• •Visual and Verbal Consistency: Ensure the copy consistently reflects the clean, minimalist, and nature-inspired aesthetic seen on the website and Instagram. Use a hopeful, positive, and reassuring tone that mirrors the bright and airy visuals.

Social Perception

Positive Association with Clean Beauty, Aesthetic Appeal, Trust and Quality Conscious, Community Focused (Instagram), Niche Appeal

Copy Examples

• •Headline: Your Moment of Calm. Our Color. Body: Introducing LECLÉ. More than just nail polish, it's a ritual. Our 10-Free, Vegan, and Cruelty-Free formula lets you indulge in vibrant color, guilt-free. Dip into beauty that cares. #LecléBeauty #MindfulManicure
• •Headline: Healthy Nails, Happy You. Body: Why choose between stunning color and nail health? With LECLÉ's breathable, 10-Free formula, you don't have to. Discover shades inspired by nature, made with care in the USA. #CleanNailPolish #LecléCares #VeganBeauty
• •Headline: The Art of the Gentle Manicure. Body: Elevate your self-care Sunday with LECLÉ. Our long-lasting, chip-resistant polishes are crafted for beauty and well-being. Experience the difference of a truly conscious nail color. #SelfCareSunday #NonToxicNails #LecléRitual
• •Headline: Beauty Rooted in Goodness. Body: At LECLÉ, we believe what's left out is just as important as what goes in. Our vibrant, vegan nail polishes are 10-Free and always cruelty-free, so you can express yourself beautifully and ethically. #EthicalBeauty #10FreeFormula #LecléVibes
• •Headline: Simple Ingredients. Stunning Shades. Pure You. Body: Uncomplicate your beauty routine with LECLÉ. Our natural nail polishes offer rich, lasting color without the harsh chemicals. Kind to your nails, kind to the planet. Find your perfect hue today. #NaturalNailCare #MadeInUSA #LecléStyle