Brand Tone

Professional & Authoritative, Artistic & Creative, Empowering & Inclusive, Innovative & High-Performance, Educational, Sophisticated & Polished, Engaging & Approachable

Brand Values

• •Professionalism & Expertise
• •Artistry & Creativity
• •High Performance & Quality
• •Inclusivity & Diversity
• •Education & Transmission
• •Innovation
• •Empowerment
• •Community ("We Are Collective")

Best Practices

• •Emphasize "Co-Creation" and "Professional Expertise": Consistently reference the brand's heritage with professional makeup artists. Use phrases like "co-created with pros," "trusted by artists," "professional-grade," to reinforce authority and quality.
• •Use Empowering and Inclusive Language: Craft messages that inspire confidence and celebrate individuality. Actively use words like "empower," "unleash," "your unique edge," and ensure visuals and examples reflect diversity.
• •Highlight Performance and Innovation: Focus on the tangible benefits of the products – longevity, pigment payoff, advanced formulas (e.g., "24-hour wear," "ultra-HD compatible," "innovative texture").
• •Maintain an Artistic and Expressive Voice: Encourage creativity and self-expression. Use evocative language that speaks to the artistry of makeup (e.g., "paint," "sculpt," "masterpiece," "canvas").
• •Balance Professionalism with Engagement: While the core tone is professional and sophisticated, adapt slightly for different platforms. On social media, be more conversational and directly engage with the community, ask questions, and invite participation, without losing the core identity of expertise. For instance, use "We are a team, we are your team" for a more inclusive and welcoming feel.

Social Perception

High-Quality & Professional Grade, Trusted for Performance, Innovative, Aspirational & Premium, Inclusive, Go-to for Special Occasions

Copy Examples

• •Unleash your inner artist. Introducing the new [Product Name], co-created with our Pro Collective. Experience unparalleled pigment, flawless application, and 24-hour wear. This isn't just makeup, it's your next masterpiece. #MakeUpForEver #ProPerformance #ArtistryUnleashed
• •HD Skin: Undetectable Coverage, Unmistakably You. Engineered for life, perfected by pros. Discover your true-to-skin finish that flexes with every expression and empowers your every day. #HDSkin #EmpowerYourEdge
• •Ready to elevate your artistry? From backstage secrets to your makeup bag, Make Up For Ever delivers professional power with an artist's touch. Explore our iconic collections and learn the techniques to master any look. Everyone is welcome to create. Shop now & receive a complimentary mini with your first order! #MakeUpForEverMY #ProfessionalMakeup #BeautyForAll
• •Co-Create Your Signature: The [Collection Name] Has Arrived. Dive into a world of limitless creativity with the new [Collection Name] by Make Up For Ever. Each shade, each texture has been meticulously crafted with our professional makeup artists to ensure performance that empowers your unique vision. Define your art.
• •Defy the elements. Aqua Resist Color Pencil delivers ultra-pigmented, waterproof, and smudge-proof color that lasts from dawn till dusk. Co-created for intense impact and effortless glide, this is artistry made invincible. Your expression, uninterrupted. #AquaResist #UnstoppableArtistry