Brand Tone

Personable Expert

Brand Values

• •Education & Empowerment
• •Quality & Curation
• •Artistry & Passion
• •Community & Trust

Best Practices

• •Always Write from Elaine's Perspective: Use 'I,' 'my,' and 'me' to maintain the personal brand connection. The brand is Elaine Lemay, and the copy should always reflect her voice.
• •Blend Education with Enthusiasm: Frame product descriptions and social media posts as tips and secrets from a passionate expert. Share the 'why' behind a product or technique, not just the 'what.'
• •Prioritize 'Show, Don't Tell': Always connect copy back to a visual—a tutorial video, a photo of a finished nail set, or a before-and-after. This reinforces expertise and the practical value of the products.
• •Use Community-Oriented Language: Employ inclusive and engaging language. Ask questions, solicit feedback, and encourage customers to share their work. This builds on the existing perception of a trusted community.
• •Be Specific and Authentic in Endorsements: When mentioning partner brands like CJS or Madam Glam, explain why they are trusted choices. Use specific examples from personal experience to build credibility and justify the product curation.

Social Perception

Ongles Elaine Lemay is perceived as a highly reputable, trustworthy expert and a go-to source for quality products and education within the Canadian nail art community, known for excellent and personalized customer service.

Copy Examples

• •I've been searching for the perfect chrome powder, and I've finally found it! ✨ Meet the new Aurora Chrome collection, now live in the boutique. I personally selected these for their incredible shine and easy application. Watch my latest reel to see how I created this look with them! Can't wait to see what you create.
• •Subject: Your invitation to master stamping with me. Hi [Customer Name], are you ready to take your stamping skills to the next level? In this month's video workshop, I'm sharing my personal techniques for achieving crisp, perfect lines every time. We'll work step-by-step together. Join the workshop today and get 15% off all my recommended stamping products. Let's create something beautiful!
• •More than just a store—it's your partner in creativity. I’m Elaine, and I’m here to bring you the best products and the skills to use them. Welcome to your new favorite nail art destination.
• •Nail art lovers! I have a question for you: What's the one technique you struggle with the most? Foiling? 3D gels? Let me know in the comments below! Your feedback will help me decide the topic for my next free YouTube tutorial. 👇
• •Why I love this plate: The engravings on this Clear Jelly Stamper plate are flawless, which means you get a perfect pickup every single time. I’ve used it for both intricate and bold designs, and it never disappoints. A must-have for any serious nail artist’s toolkit.