Brand Tone

Empowering & Enabling, Helpful & Instructional, Aspirational & Trendy, Friendly & Community-Oriented, Trustworthy & Quality-Conscious

Brand Values

• •Accessibility/Democratization of Beauty: Making salon-quality nail care achievable and affordable at home.
• •Quality & Safety: Providing high-quality, European-made products that are vegan, cruelty-free, and free from harmful chemicals like HEMA.
• •Empowerment & Creativity: Giving customers the tools and knowledge to express themselves through nail art and achieve professional results.
• •Customer Support & Community: Offering good customer service, guides, and fostering a community for sharing and inspiration.
• •Convenience: Offering an easy-to-use system for long-lasting manicures at home, with fast delivery.

Best Practices

• •Prioritize Empowerment and Ease: Always frame product benefits around how they make it easy and achievable for the customer to get professional results themselves. Use encouraging and straightforward language.
• •Be Visually Inspirational and Aspirational: Ensure all imagery and video content showcases high-quality, beautiful nail results that users can aspire to create. Keep the aesthetic clean, modern, and stylish.
• •Educate and Guide: Consistently offer helpful tips, tutorials, and clear instructions. Anticipate customer questions and provide answers readily in blogs, FAQs, and social media responses.
• •Foster Community and Share User Content: Actively encourage customers to share their Naillak creations. Feature user-generated content prominently to build social proof and a sense of belonging. Engage with comments and messages in a friendly, supportive manner.
• •Emphasize Trust and Values: Regularly remind customers of Naillak’s commitment to quality, safety (HEMA-free, vegan, cruelty-free, EU-made), and ethical practices in product descriptions, 'About Us' sections, and relevant social media posts.

Social Perception

Positive Overall: Customers generally praise the product quality, ease of use (especially for beginners), fast delivery, and helpful customer service. The brand is seen as making professional-looking nails accessible. Appreciation for At-Home Solution: Users value the ability to do their own gel nails conveniently. Value for Money: Starter kits are perceived as comprehensive and a good way to save money compared to salon visits. Inspirational: The website and social media are seen as good sources of inspiration for nail designs. Minor Concerns: Some feedback mentions that durability could be improved, though this doesn't seem to be a widespread or major issue.

Copy Examples

• •Headline: Salon Style, Your Sanctuary. Body: Unleash your inner nail artist with Naillak. Our HEMA-free, vegan gel polish system makes stunning, long-lasting manicures achievable in the comfort of your home. Get ready for flawless nails that reflect *you*. #NaillakHomeSalon
• •Headline: Goodbye Salon Bills, Hello Gorgeous Nails! Body: Discover the joy of DIY gel nails with Naillak. Our easy-to-use starter kits and vibrant, cruelty-free colors give you professional results that last for weeks. Beautiful nails, simplified and affordable. #NaillakDIY
• •Headline: Your Nails. Your Rules. Our Quality. Body: At Naillak, we believe in empowering your creativity with products you can trust. European quality, vegan ingredients, and HEMA-free formulas mean you can design your dream nails without compromise. What look will you create today? #NaillakQuality
• •Headline: From Novice to Nail Pro, We’re With You. Body: New to gel polish? Naillak makes it simple! With our step-by-step guides, supportive community, and high-quality products, you'll be creating beautiful, durable manicures in no time. Join Klub Naillak and start your nail journey with confidence. #NaillakEasyNails
• •Headline: More Than Just Polish. It’s a Naillak Moment. Body: Carve out some 'me-time' and indulge in the art of the perfect manicure. Naillak provides everything you need for a mindful, creative, and rewarding nail care experience at home. Safe, beautiful, and all yours. #MyNaillakMoment