Brand Tone

Fashion-Forward & Trendy, Innovative & High-Performance, Chic & Sophisticated, Playful & Expressive, Approachable Luxury, Confident

Brand Values

• •Fashion as a Core
• •Innovation & Quality
• •Self-Expression
• •Conscious Beauty
• •British Heritage with Global Appeal
• •Joy & Happiness

Best Practices

• •Embrace Fashion Vernacular: Use language that resonates with a fashion-conscious audience. Refer to trends, style, and self-expression. Connect nail colour to outfits and occasions.
• •Highlight Innovation & Performance: Clearly communicate the unique benefits of the products – quick-drying, vegan, long-lasting, special effects. Use confident, direct language when talking about quality.
• •Maintain a Chic & Aspirational Feel: Even when playful, the underlying tone should remain sophisticated. Visuals and copy should always feel polished and aspirational, reflecting its premium positioning.
• •Be Evocative and Descriptive: Use vivid language to describe colours, textures, and the feeling the polishes evoke. Help the customer imagine how the product will look and make them feel.
• •Engage and Inspire: Encourage interaction (e.g., asking questions, inviting user-generated content). Position NAILS INC not just as a product, but as a partner in their style journey.

Social Perception

High-Quality & Reliable, Fashionable & Trendy, Innovative, Aspirational yet Accessible, Worth the Price, Strong Collaborator

Copy Examples

• •Headline: London Style, Tokyo Speed. Your Nails, Transformed in 45 Seconds. Body: Don't let your busy schedule dull your shine. Our award-winning 45 Second Speedy Gloss delivers flawless, fashion-forward colour that keeps up with you. Express your moment. #NailsINCJapan #SpeedyNails
• •Headline: Plant Power. Pure Performance. Body: Discover the beauty of nature with NAILS INC Plant Power. Our revolutionary 73% plant-based, vegan formula delivers vibrant colour and lasting wear, kind to your nails and the planet. Chic. Conscious. Colourful. #VeganNails #PlantPowerBeauty
• •Headline: The Ultimate Fashion Accessory? It's At Your Fingertips. Body: Inspired by the runway, created for you. NAILS INC brings you the season's most coveted shades and innovative finishes. Elevate your look with a touch of London cool. What colour will you wear today? #NailFashion #LondonCalling
• •Headline: Gel-Like Gloss, No Lamp Needed. Body: Get that plump, ultra-shiny gel effect finish with our Gel Effect polish. One coat is all it takes for a professional look that lasts. Salon perfection, effortlessly at home. #GelEffect #LuxeNails
• •Headline: New Collection Drop: [Insert New Collection Name] – Dare to Dazzle. Body: Unleash your inner icon with our latest collection, [Collection Name]. Featuring [Number] breathtaking shades from [describe a key shade/finish] to [describe another key shade/finish]. It's more than polish, it's a statement. Shop now and find your new signature. #NewCollection #MustHaveNails