Brand Tone

The brand's tone is a blend of professional expertise and approachable passion, combining technical language for professionals with a friendly, engaging voice for broader audiences.

Brand Values

• •Professional Quality and Innovation
• •Ethical and Sustainable Commitment
• •Education and Community Empowerment
• •"Made in Italy" Heritage

Best Practices

• •Always Balance Professionalism with Passion: Use precise, technical terms when describing products but maintain a warm, encouraging, and passionate tone in the overall message.
• •Consistently Highlight Core Values: Every piece of communication is an opportunity to reinforce what the brand stands for. Regularly mention "Vegan," "Cruelty-Free," "PETA Certified," and "Made in Italy" to solidify this identity.
• •Lead with Education and Empowerment: Frame content around helping nail technicians improve their skills and business. Offer tips, tutorials, and insights that provide value beyond just selling a product.
• •Use Visual Storytelling: Accompany all copy with high-quality photos and videos of stunning nail art created with LUMINAILS products. Let the results speak for themselves, as endorsed by other professionals.
• •Engage the Community: Actively ask questions, encourage sharing of creations (with a branded hashtag), and feature work from other nail artists. This builds a loyal community and provides authentic social proof.

Social Perception

LUMINAILS is perceived as a high-quality, reliable, and ethical brand. Customers and professionals value its product performance, durability, ease of use, and especially its vegan and cruelty-free certifications. It is seen as a valuable partner for nail technicians, offering not just products but also education and support, positioning itself as a premium yet accessible brand that delivers on quality and ethical standards.

Copy Examples

• •Unleash your creativity with the new 'Riviera Dreams' collection. ✨ Six new vibrant, long-lasting colors designed for flawless application and impeccable hold. Because your art deserves professional quality. Which shade will you try first? #Luminails #MadeInItaly #ProfessionalNails #VeganBeauty
• •Ready to take your technique to the next level? Our Master PRO courses are designed for you. Learn advanced structuring, nail art, and business secrets from the best in the industry. Invest in your talent. Discover the next course date on our website. 🎓 #LuminailsAccademia #NailTech #NailEducation #ProfessionalGrowth
• •Beauty that respects the planet. ❤️🐰 All our products are 100% Vegan and Cruelty-Free, PETA certified. Create with a clear conscience. #Luminails #BeautyWithoutBunnies #EthicalBeauty #SustainableChoice
• •Voiceover: 'Tired of difficult gels? Our Builder Gel offers perfect self-leveling and superior strength. Less filing, more creating. The professional's choice for a reason.' #Luminails #NailTutorial #BuilderGel #SatisfyingNails
• •Subject: A Special Thank You From LUMINAILS. As a valued professional, you know that quality makes all the difference. That's why we're offering you an exclusive 15% off your next order. Stock up on your favorite PETA-certified, Made in Italy products and continue creating masterpieces. Your passion is our inspiration.