Brand Tone

Professional, educational, aspirational, expert-led, precise, encouraging, inspiring, dynamic, and empowering.

Brand Values

• •Expertise and Mastery
• •Quality and Performance
• •Education and Growth
• •Passion and Artistry
• •Community

Best Practices

• •Lead with Expertise: Always frame communication from a place of authority and knowledge. Use precise, professional language and reference the expertise of Irina Markova where appropriate.
• •Highlight "The Why": Don't just sell a product; sell the result. Explain why a product is high-quality (e.g., "Our gel is self-leveling, which means less filing time for you and a smoother finish for your client").
• •Speak Peer-to-Peer: Address your audience as fellow professionals and artists. Use industry-standard terminology and assume a base level of knowledge, while still being clear and accessible.
• •Inspire, then Instruct: Use visuals and aspirational language to capture attention and inspire creativity. Follow up with clear, practical information that empowers the user to achieve that vision (e.g., product links, tutorial steps, course info).
• •Maintain Visual and Tonal Cohesion: Ensure that the clean, professional, and artistic aesthetic of the visuals is matched by the copy. The language should be as polished and high-quality as the nail art being showcased.

Social Perception

Overwhelmingly positive, seen as a source of high-quality, reliable products and expert knowledge. Perceived as a leader in the professional nail art space, with Irina Markova as a credible and inspiring figure, and a serious, well-established educational provider.

Copy Examples

• •Artistry in every bottle. Introducing the 'Chroma-Dream' Collection. 12 new shades developed by Irina Markova for unparalleled pigmentation and flawless application. Achieve the vibrancy your clients deserve. Link in bio to shop the collection. #nailARTS #ProfessionalNails #GelPolish #NailTech
• •From talented to master. Elevate your craft with our 'Advanced Nail Artistry' online course. Learn Irina Markova's award-winning techniques and unlock your creative potential. Limited spots available. Enroll today and redefine your limits. #NailArtSchool #NailEducation #IrinaMarkova #nailARTS
• •That shine, though. ✨ Our 'Liquid Glass' Top Coat delivers a durable, diamond-like finish, every single time. No wiping, no fuss, just perfection. #NailTechHacks #TopCoat #nailARTSshop #SatisfyingNails
• •Founded on passion, built on expertise. nailARTS Shop is more than a store; it’s a commitment to the craft. We provide fellow nail artists with the exceptional products we use ourselves, developed and tested to meet the highest standards of performance and beauty. Join us in celebrating the art of the perfect nail.
• •Calling all artists! What's the one technique you want to master this year? We're sharing our top tips for [technique mentioned] in our stories all week. Let's grow together! #NailCommunity #ProNailArtist #nailARTS