Brand Tone

friendly, youthful, and aspirational

Brand Values

• •Self-love and Empowerment
• •Travel and Experience
• •Cruelty-Free and Sustainability
• •Affordability and Quality

Best Practices

• •Embrace the Founder's Voice: Continue to share Lucia's story and passion for travel. This personal connection is a strong differentiator and makes the brand more relatable and authentic.
• •Maintain a Youthful and Friendly Language: Use emojis, colloquialisms (like "glowy," "creamy"), and a conversational tone in all communications. Address the audience directly as the "LuSquad" to foster a sense of community.
• •Highlight Core Values in Every Message: Consistently mention that the products are cruelty-free, recyclable, and that the brand gives back to the community. This reinforces the brand's ethical stance and appeals to conscious consumers.
• •Focus on the Experiential Aspect: Frame products not just as makeup, but as a way to experience a place or a feeling. Use storytelling to "transport" customers, whether it's to a Melbourne landmark or a New York state of mind.
• •Visual Consistency is Key: Ensure all visual content (photos, videos, graphics) aligns with the feminine, trendy, and fresh aesthetic. High-quality images of the "cute packaging" and swatches that show the "natural" finish of the products are essential.

Social Perception

Perceived as fresh, appealing, with cute packaging and travel themes. Products praised for texture and natural look (non-sticky glosses). Positive, authentic image due to founder's story and charitable donations. Social media has growth potential.

Copy Examples

• •Ready for your next beauty destination? ✈️ Introducing the 'New York Collection'! 🗽 Five new shades inspired by the city that never sleeps. Get that 'main character' energy with creamy, long-lasting formulas that feel as good as they look. Tap to shop your new everyday essentials! #LuCosmetics #NYCollection #CityInspiredBeauty
• •Our Silky Creme Lipgloss is more than just a gloss; it's a daily dose of confidence. With the pigmentation of a lipstick and the texture of a non-sticky gloss, it delivers a comfortable, long-lasting glow. Formulated with love and without cruelty, it's the perfect final touch for your 'skin-but-better' look. Feel beautiful, feel you. #GlowySkin #CrueltyFreeBeauty
• •Hey LuSquad! ✨ Treat yourself to a little something special. For a limited time, get a free 'Rachel' Silky Creme Lipgloss with any purchase over $50. Inspired by our favorite 90s icon, this mauve-pink shade is the perfect everyday nude. Don't miss out on this fan favorite! #LuSquad #SelfLove
• •From a love for travel to a passion for makeup. 💖 Our founder, Lucia, created Lu Cosmetics to bring you on a journey. Each collection is a new experience, a new city to explore. We believe in affordable, cruelty-free beauty that makes you feel amazing in your own skin. Join our adventure. #LuCosmetics #FoundersStory
• •(Poll) Where should we travel to next? Help us choose the inspiration for our next collection! A) Paris B) Tokyo C) Rio de Janeiro. We love creating products inspired by the places you dream of. Cast your vote and let's explore together! 🌍💄 #BeautyTravels #NewCollection