Brand Tone

Playful and Whimsical, Bold and Unapologetic, Creative and Expressive, Empathetic and Inclusive (aspirational/developing)

Brand Values

• •Self-Expression and Individuality
• •Creativity
• •Vegan and Cruelty-Free
• •Color and Vibrancy
• •Joy and Fun
• •Transparency (emerging)

Best Practices

• •Embrace Uniqueness: Use vibrant, descriptive language. Don't shy away from playful or slightly edgy wording that reflects the "Never Blend In" ethos. Think "magical," "unapologetic," "vibrant," "fierce."
• •Focus on Self-Expression: Frame products as tools for creativity and individuality. Ask questions that encourage users to share their unique styles and how they use Lime Crime to express themselves.
• •Highlight Ethical Values: Consistently weave in "vegan" and "cruelty-free" messaging. This reinforces a core brand pillar and appeals to a conscious consumer base.
• •Be Visually Bold: Ensure that the copy is complemented by equally vibrant and expressive imagery and videos. The visual and textual tones should align perfectly.
• •Stay True to the "Fun" Factor: Keep the language energetic, positive, and inspiring. Even when addressing past issues (if necessary), pivot towards the brand's evolution and commitment to joy and creativity in beauty.

Social Perception

Historically Controversial, Loved for Unique Products, Improving Reputation (attempted), Associated with Bold Self-Expression, Uncertain Future with Cosmetics Discontinuation

Copy Examples

• •Headline: Don't Just Dye Your Hair. Unicorn-ify It. Body: Why whisper when you can roar in full color? Our Unicorn Hair Tints transform your mane into a vibrant masterpiece. Go bold, be you, never blend in. #LimeCrimeHair #ColorYourSoul
• •Headline: Your Face. Your Canvas. Our Colors. Body: Forget the rules. Grab your Venus palette and paint your mood. From ethereal shimmers to defiant mattes, express every shade of you. What masterpiece will you create today? #LimeCrimeMakeup #ArtistryUnleashed
• •Headline: Warning: May Cause Extreme Self-Expression. Body: Our new Soft Touch Lipsticks aren't for the faint of heart. Bold, unapologetic color with a feather-light feel. Swipe on confidence. #NeverBlendIn #LimeCrimeLips
• •Headline: Be the Rainbow in Someone Else's Cloud. (Or Just Your Own.) Body: Life’s too short for boring hair. Dive into a sea of vibrant possibilities with Lime Crime. Vegan, cruelty-free, and unapologetically YOU. #UnicornTribe #LiveColorfully
• •Headline: Dare to Wear Your Dreams. Body: From pastel dreams to neon screams, your hair is a statement. Make it loud, make it proud, make it Lime Crime. What color story will you tell? #DreamInColor #VeganBeauty