Brand Tone

educational, sophisticated, and caring

Brand Values

• •Quality & Innovation
• •Inclusivity & Diversity
• •Health & Wellness
• •Cruelty-Free & Environmental Responsibility
• •Italian Heritage

Best Practices

• •Lead with the 'Why': Always connect the product to a core brand value. Don't just sell a lipstick; sell 'inclusive color, formulated with care in Italy.' Frame features (e.g., '9-Free') as benefits ('stronger, healthier nails').
• •Use a 'Caring Expert' Voice: Combine sophisticated, scientific language with a warm, reassuring, and accessible tone. Write as a knowledgeable friend who is an expert in cosmetic science and genuinely cares about the customer's well-being.
• •Emphasize the Italian Heritage: Subtly weave the 'Made in Italy' identity into the narrative. Use words like 'craftsmanship,' 'elegance,' 'passion,' and 'innovation' to reinforce the brand's premium, European positioning.
• •Balance Science with Simplicity: When mentioning technical ingredients like 'peptides' or 'hyaluronic acid,' immediately follow up with a simple, clear benefit, such as 'for a plump, hydrated look' or 'to visibly smooth fine lines.'
• •Show, Don't Just Tell, Inclusivity: Instead of just stating the brand is inclusive, demonstrate it. Use language that speaks to everyone ('for all skin types, tones, and identities'). Feature a diverse range of people in visuals and ensure copy is welcoming and universal.

Social Perception

A trustworthy, high-quality, and innovative brand that sits at the intersection of cosmetics and pharmaceuticals. It is seen as a premium yet accessible option, valued for its effective formulations, especially in nail care and specialized skincare treatments.

Copy Examples

• •Science meets radiance. ✨ Introducing our new Radiance-Renew Peptide Serum, born from Italian innovation. We’ve combined potent, micro-encapsulated peptides with soothing botanicals to not just cover, but care. It’s more than makeup; it’s confidence, bottled. #MiaProSkin #ItalianBeauty #SkincareInnovation
• •Tired of choosing between vibrant color and healthy nails? With Mia Cosmetics, you don’t have to. Our signature 9-Free nail lacquers deliver runway-ready shades while actively nourishing your nails. Discover the 'color & care' philosophy. Shop the collection now for 15% off your first order. #MiaCosmetics #HealthyNails #CrueltyFreeBeauty
• •Mia Cosmetics was founded on a simple belief: beauty should be an act of care. Rooted in the rich heritage of Italian craftsmanship, we unite nature and technology to create cosmetics that are as effective as they are elegant. From our first 9-Free nail polish to our advanced Proskin line, every product is a promise of quality, inclusivity, and a celebration of your unique beauty.
• •Your go-to for a healthy glow in seconds. ✨ Our SOS Magic Stick is clean, vegan, and Made in Italy. Effortless beauty, simplified. #SOSMagicStick #MultitaskingMakeup #5MinuteFace
• •As part of the Mia Cosmetics family, you understand that beauty is more than skin deep. It's about the quality of ingredients, the integrity of the process, and the confidence it inspires. To thank you for your loyalty, we're giving you early access to our new Pro-Collagen Lip Oils. Experience the next step in our 'color & care' journey. #YourItalianBeauty