Brand Tone

Empowering, Inclusive, Confident, Bold, Approachable, Relatable, Trendy, Current, and Value-Oriented

Brand Values

• •Inclusivity
• •Cruelty-Free & Vegan
• •Affordability & Accessibility
• •Quality & Performance
• •Empowerment

Best Practices

• •Know Your Audience Deeply: Continuously engage with and listen to your target demographic (e.g., through social media comments, surveys). Understand their language, aspirations, and pain points. Use inclusive language that resonates specifically with them (e.g., terms popular in the #blackgirlmakeup community).
• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., empowering, bold, relatable, trendy, value-driven), preferred vocabulary, "words to use," and "words to avoid." Share this with anyone creating content.
• •Prioritize Values in Messaging: Consistently weave in core values like vegan, cruelty-free, inclusivity, and affordability into product descriptions, social media captions, and ad copy. This reinforces what the brand stands for.
• •Stay Authentic and Relatable: Continue sharing the founder's story or similar relatable narratives. Use user-generated content (with permission) to show real people enjoying the products. Avoid overly corporate or generic language.
• •Be Consistent Across All Channels: Ensure the tone used on TikTok matches the website copy, email newsletters, and any customer service interactions. A cohesive voice builds trust and brand recognition. Review content regularly to ensure alignment.

Social Perception

Positive within its Niche, Emerging Brand, Community-Focused, and Trusted for Ethical Practices

Copy Examples

• •Headline: Your Shade. Your Slay. Finally, Rich Pigment That Gets You. Body: Tired of 'close enough'? Threatened Cosmetics delivers bold, vegan, and cruelty-free color that celebrates every skin tone. Find your perfect matte, without the crack, and gloss that truly pops. #ThreatenedBeauty #MelaninMagic
• •Social Media Post (showing a lip combo): That 'Wine N Dine' lip just hits different. 💋 Our long-lasting liquid lippie paired with the perfect liner is your new power move. Affordable glam that’s 100% vegan & always fierce. Tap to shop the look! #ThreatenedCosmetics #LipComboGoals #VeganMakeup
• •Product Description (for a new lip gloss): Introducing 'Glow Getter' Lip Gloss! Get ready for blinding shine and zero stickiness. This vegan, cruelty-free formula glides on smooth, delivering a luscious, hydrated pout that speaks volumes. Because you deserve to shine. #GetYourGlowOn #CrueltyFreeKisses
• •Email Subject Line: 🔥 50% OFF! Your Perfect Lip Awaits, Queen! Email Body Snippet: Hey Gorgeous! We see you, and we know you demand the best. That’s why our entire collection of vibrant, vegan, and cruelty-free lippies is now 50% OFF. It’s time to stock up on the shades that make you feel unstoppable. Don't just follow trends, set them. Shop Now -> [Link]
• •Ad Copy for Lashes: Lashes so EXTRA, they speak for themselves. Our 'EXTRA AF' magnetic faux mink lashes are here to elevate your look from 0 to 100, real quick. Vegan, reusable, and unapologetically bold. #ThreatenedLashes #BeExtraAF #VeganGlam