Brand Tone

Approachable and Friendly, Playful and Energetic, Empowering and Confident, Transparent and Honest, Trendy and Modern

Brand Values

• •Affordability: Providing high-quality makeup at accessible prices (most items under $15).
• •Quality: Ensuring high-performing, skincare-infused formulas with FDA-approved ingredients.
• •Ethical Practices: Being 100% vegan, cruelty-free, and paraben-free.
• •Transparency: Honesty in pricing, ingredients, and business practices.
• •NYC Inspiration: Drawing creative energy and style from New York City.
• •Self-Expression and Individuality: Empowering users to experiment and be their unique selves.
• •Inclusivity: Aiming to create products for diverse skin tones and identities.
• •Community Focus: Building a connection with their customers and valuing their input.
• •Sustainability: Making efforts towards more sustainable packaging and production.

Best Practices

• •Embrace the NYC Edge: Infuse copy with the energy, diversity, and confidence of New York City. Use slang or references where appropriate for the platform (e.g., "the city that never sleeps," "borough-inspired").
• •Keep it Real and Relatable: Use a friendly, conversational tone. Avoid overly technical jargon. Speak like you're talking to a friend who loves makeup.
• •Highlight Core Values Consistently: Always weave in mentions of "vegan," "cruelty-free," "affordable," and "high-quality" naturally within the copy. These are key differentiators.
• •Empower and Encourage Expression: Frame products as tools for creativity and self-expression. Ask questions to engage the audience and encourage them to share their looks. Use "Ü" or "You" directly.
• •Stay Youthful and Playful (Especially on TikTok/Instagram): Use relevant emojis, trendy phrases (when authentic), and maintain an upbeat, energetic voice that resonates with a younger audience and reflects the brand's fun side.

Social Perception

A Great Value Brand, Ethical and Trustworthy, Youthful and Trendy, Innovative and Disruptive, Community-Oriented, NYC-Centric Cool

Copy Examples

• •NYC just dropped a new vibe! ✨ Meet our [Product Name] – packed with [Key Ingredient 1] & [Key Ingredient 2] for a look that’s as bold as you are. Get that high-end glow without the high-end price tag. 🏙️ Vegan, cruelty-free, and always under $10. What look will Ü create? #M2UNYC #AffordableGlowUp #VeganBeauty #[ProductName]
• •M2U NYC: Your City. Your Rules. Your Makeup. 💄 High-performance, vegan beauty inspired by the streets of New York. Express yourself without breaking the bank. Shop all essentials under $15!
• •Serving [Look Description, e.g., 'Bronx Boldness'] with our [Product Name]! 🤪 Just a swipe and you're ready to own it. All the pigment, none of the guilt (or parabens!). Show us your #M2UNYC look! #MakeupToYou #NYCMakeup #EasyBeautyHacks #CrueltyFreeVibes
• •Hey Beauty! Unlock NYC Glam for Less 🗽 + Free Shipping on orders $30+!
• •Tired of overpaying for amazing makeup? So were we! M2U NYC was born in the city that never sleeps to bring you top-quality, vegan cosmetics that let your creativity shine, not your wallet. Founded by a beauty pro who knew there was a better way. Discover the secret. 👇 #M2UNYCStory #RealTalkBeauty #AffordableLuxury