Brand Tone

empowering, uplifting, supportive, authentic, and community-focused

Brand Values

• •Empowerment of Black Women
• •Holistic Health and Wellness
• •Authenticity and Social Consciousness
• •Community and Support
• •Cultural Richness
• •Quality and Natural Ingredients

Best Practices

• •Always Center the "Why": Remind your audience that Lushness is more than just products; it's a movement dedicated to the empowerment and holistic well-being of Black women. Every piece of copy should echo this core purpose.
• •Use Inclusive and Uplifting Language: Employ words that inspire, empower, and create a sense of belonging and sanctuary. Avoid jargon or exclusionary terms.
• •Highlight Authenticity and Cultural Connection: Emphasize that products are "for us, by us" and celebrate culturally rooted care. Share stories of the founders behind the marketplace brands.
• •Maintain a Supportive and Nurturing Voice: Whether providing advice, describing products, or engaging on social media, the tone should feel like a trusted friend or mentor guiding the audience on their wellness journey.
• •Be Consistent Across All Platforms: Ensure that the empowering, authentic, and community-focused tone is reflected in website copy, social media posts, email newsletters, and any other communication channels. This builds recognition and trust.

Social Perception

Lushness aims to be perceived as a trusted, supportive, and pioneering lifestyle brand dedicated to the health and wellness of Black women. It wants to be seen as a movement that uplifts and empowers its community. The focus on featuring Black women-owned brands and supporting charities likely contributes to a positive perception among its target audience.

Copy Examples

• •Headline: Your Sanctuary for Self-Care. Discover Wellness, Rooted in You. Body: At Lushness, we believe that true well-being blossoms from within. Explore our curated collection of health and beauty essentials, lovingly crafted by Black women for Black women. It's more than a marketplace; it's a movement towards a more balanced, joyful you. #LushnessLife #BlackWellness
• •Headline: Elevate Your Rituals. Empower Your Glow. Body: Transform your daily routines into moments of mindful self-care with Lushness. From nourishing skincare designed for melanin-rich skin to soul-soothing wellness tips, we're here to help you shine from the inside out. Join our community and embrace the art of living well in color. #CulturallyRootedCare #Lushness
• •Headline: Invest in Yourself. Uplift Our Community. Body: Every Lushness purchase is an act of self-love and a step towards collective empowerment. We proudly feature Black women-owned brands, and a portion of our proceeds supports charities making a difference. Feel good, do good, live Lushness. #SupportBlackOwned #WellnessJourney
• •Headline: Authentically You. Consciously Curated. Body: Discover wellness products that understand your needs. Lushness brings you authentic, socially conscious choices to enhance your self-care journey. Because you deserve products made with love, intention, and you in mind. #SociallyConsciousWellness #LushnessFounder
• •Headline: More Than Products. It's a Pathway to Wholeness. Body: Lushness is your partner in holistic well-being. Explore expert advice, inspiring stories, and a marketplace designed to nurture your mind, body, and spirit. Begin your transformation to a life of balance, beauty, and joy today. #MindBodySpirit #Lushness