Brand Tone

Empowering & Supportive, Educational & Informative, Authentic & Relatable, Positive & Uplifting, Professional yet Approachable

Brand Values

• •Health & Wellbeing
• •High Performance & Efficacy
• •Clean & Ethical Ingredients
• •Transparency
• •Community & Empowerment
• •Sustainability
• •Education

Best Practices

• •Prioritize "You" and "Your Skin": Always center the copy around the customer, their needs, their aspirations, and the benefits for their skin and confidence. Speak directly to them.
• •Lead with Empowerment and Positivity: Frame messages to inspire confidence and highlight solutions. Avoid fear-mongering, but gently educate on the benefits of choosing cleaner options.
• •Integrate Key Values Consistently: Weave in terms like "clean," "high-performance," "vegan," "cruelty-free," "skin-loving," and "Australian Made" naturally within the copy, reinforcing what the brand stands for.
• •Maintain an Educational Yet Accessible Voice: Explain the science and benefits of ingredients in simple, understandable terms. Position the brand as a knowledgeable and trustworthy guide in the clean beauty space.
• •Be Authentic and Relatable: Share real stories (founder, customer testimonials) and address common beauty concerns with empathy. Use a warm, approachable, and supportive tone that builds trust and connection.

Social Perception

Positive Reputation for Product Quality, Trusted for Clean Beauty, Strong Community Connection, Effective for Problematic Skin, Influencer Approved, Concerns about Review Moderation (Minority View), Seen as an Innovative Brand

Copy Examples

• •Headline: "Unlock Your Radiance. Naturally." Body: "Tired of compromising between flawless coverage and healthy skin? At Lust Minerals, we believe you deserve both. Our high-performance, clean formulas are packed with skin-loving minerals and patented ingredients to nourish, protect, and let your true glow shine through. Discover the Lust Minerals difference today – because beauty should feel as good as it looks." CTA: Shop Clean Beauty
• •Headline: "Confidence That Lasts, Ingredients You Can Trust." Body: "From busy mornings to long evenings, our sweat-resistant mineral makeup works as hard as you do. We meticulously select each vegan and cruelty-free ingredient to ensure it not only performs beautifully but also cares for your skin. Ready for makeup that loves you back? Explore our bestsellers." CTA: Find Your Perfect Match
• •Headline: "The Secret to a Flawless Finish? It's Elemental." Body: "Did you know your skin is your largest organ? That's why we're passionate about creating makeup that enhances, not harms. Our mineral foundations are designed to be breathable, non-comedogenic, and packed with vitamins, helping to heal and soothe your skin with every application. Learn more about our skin-first philosophy." CTA: Discover Our Ingredients
• •Headline: "Join the #LustMovement: Beauty That Empowers." Body: "You're not just buying makeup; you're joining a community dedicated to uplifting and inspiring women to embrace their healthiest, most confident selves. Share your glow with us and discover why over 250,000 customers trust Lust Minerals. Your journey to radiant skin starts here." CTA: Connect with Our Community
• •Headline: "From Our Founder's Heart to Your Makeup Bag." Body: "Lust Minerals was born from a passion to make a real difference – to offer high-performance beauty without the harmful chemicals. Founded on the belief that everyone deserves to feel beautiful without sacrificing their health, our Australian-made products are a testament to the power of clean, ethical beauty. Experience Stacey's vision." CTA: Read Our Story