Brand Tone

Sophisticated, Conscious, Elegant, and Caring. Supporting Tones: Informative, Aspirational, Ethical, Luxurious, Modern, and Trustworthy.

Brand Values

• •Health and Wellness
• •Ethical Practices
• •Quality and Luxury
• •Innovation
• •Inclusivity
• •Environmental Responsibility/Sustainability

Best Practices

• •Prioritize "Health" and "Care": Always weave in the "Colour your nails healthy" philosophy. Use words like "nourish," "protect," "gentle," "breathe," and "well-being" to reinforce the caring aspect.
• •Highlight Ethical Credentials Subtly but Consistently: Mention "vegan," "cruelty-free," "12-free," and "Halal certified" where appropriate, not as a mere list, but as integral parts of the brand's commitment. This builds trust with conscious consumers.
• •Maintain an Elegant and Sophisticated Vocabulary: Use refined language that reflects the premium quality of the products. Avoid overly casual slang or overly technical jargon. Words like "exquisite," "luxurious," "vibrant," "impeccable," and "chic" align well.
• •Be Informative and Empowering: Educate the audience about the benefits of breathable technology and non-toxic ingredients without being preachy. Empower them to make a healthier choice for their nails.
• •Visual and Verbal Harmony: Ensure the tone of the copy aligns seamlessly with the brand's visual identity (elegant, clean, high-quality imagery). The sophistication seen in visuals should be mirrored in the words used.

Social Perception

Nailberry is generally perceived very positively as a high-quality, ethical, and health-conscious nail care brand. Customers appreciate the breathable, "12-free," vegan, and cruelty-free aspects. The L'Oxygéné range is well-regarded for allowing nails to "breathe" and for its gentle, non-damaging properties. The wide range of colours and the luxurious feel of the products are frequently praised. There's a strong association with providing a "healthier manicure." Some users specifically mention switching to Nailberry due to concerns about toxins in other polishes or to improve damaged nails. The brand is seen as trustworthy and aligned with conscious consumer values.

Copy Examples

• •Headline: Experience Vibrant Colour. Embrace Healthy Nails. Body: Discover Nailberry's L'Oxygéné, the award-winning breathable polish that loves your nails back. Vegan, cruelty-free, and exquisitely beautiful.
• •Social Media Post: Self-care extends to your fingertips. Our 12-free formula ensures your manicure is as kind as it is captivating. What shade are you choosing for a mindful moment today? #Nailberry #ColourYourNailsHealthy #EthicalBeauty
• •Product Description Snippet (for a new shade): Introducing [Shade Name] – a whisper of [colour description] for the modern spirit. Crafted with our patented L'Oxygéné technology, it delivers impeccable shine and lasting wear, all while allowing your nails to breathe naturally. Indulge in conscious luxury.
• •Email Subject Line: A Healthier Manicure Awaits | Explore Nailberry. Email Body Snippet: At Nailberry, we believe beauty should never compromise well-being. Our premium, breathable nail polishes are designed to nourish and protect, giving you the confidence of beautifully coloured, healthy nails.
• •Ad Copy (Short): Nailberry: Luxury. Breathability. Kindness. Treat your nails to the best. Shop our vegan and cruelty-free L'Oxygéné collection.