Brand Tone

Empowering and Inspiring, Authentic and Relatable, Warm and Inclusive, Positive and Joyful, Bold and Playful

Brand Values

• •Self-Acceptance
• •Confidence
• •Authenticity
• •Courage
• •Individuality
• •Resilience
• •Community

Best Practices

• •Embody Kim Gravel's Voice (Authentically): Use warm, energetic, and relatable language. Incorporate colloquialisms like "y'all" or "honey" where appropriate, but ensure it feels natural and not forced. The voice is encouraging and feels like a supportive friend.
• •Lead with Empowerment: Every piece of copy should aim to uplift and instill confidence. Focus on celebrating the individual rather than highlighting flaws.
• •Tell Stories: Share anecdotes (real or illustrative) that resonate with the values of self-acceptance, resilience, and joy. Connect products to personal journeys and triumphs.
• •Foster Community and Interaction: Encourage engagement by asking questions, prompting users to share their experiences, and using inclusive language that makes everyone feel part of the LWYA movement.
• •Be Consistent Across Platforms: Whether it's a product description, a social media post, or an email newsletter, the core tone and values of loving who you are, confidence, and authenticity should shine through consistently. Maintain a unified brand message even when adapting to platform-specific styles.

Social Perception

Extension of Kim Gravel, Empowering Message, Okay Product Performance, Strong QVC Association

Copy Examples

• •For a new foundation launch: "Forget filters. Your skin, but make it *fearless*. LWYA's new [Product Name] foundation is here to celebrate every gorgeous bit of you. Buildable, breathable, and born to let your true self shine. #LoveWhoYouAre #LWYAConfident"
• •For a fragrance: "Uncap your courage. LWYA 'Audacity' isn't just a fragrance, it's your daily dare to be unapologetically YOU. Sparkle, sister! What bold move are you making today? #LWYAaudacity #SmellFearless"
• •General brand post (social media): "Hey y'all! Quick reminder: You are enough. You are amazing. You are LWYA (Loved, Worthy, and Awesome). Tag a friend who needs to hear this today! #LoveWhoYouAre #DailyDoseOfJoy"
• •For a lipstick shade: "Pucker up, powerhouse! LWYA's [Lipstick Shade Name] is more than color – it's your statement. Bold, vibrant, and as unique as your beautiful voice. Speak your truth, look fabulous doing it. #LWYALips #ColorfulConfidence"
• •Email subject line for a sale: "Treat Yourself, Gorgeous! ✨ LWYA Goodies Inside to Make You Glow!"