Brand Tone

Aspirational, caring, and educational, combining the sophistication of a luxury brand with the warmth and authority of a trusted beauty expert. The language is elegant and benefit-driven, focusing on self-care, confidence, and timeless beauty.

Brand Values

• •Expertise & Authority
• •Ageless Beauty
• •Self-Care & Transformation
• •Quality & Luxury
• •Authenticity

Best Practices

• •Lead with the "Why": Always focus on the emotional and physical benefits (e.g., "boost your confidence," "wake up refreshed," "protect your hair") rather than just the features (e.g., "22-momme silk"). The brand's strength is in the transformation it offers.
• •Use Elegant and Empowering Language: Employ words like "elevate," "invest," "radiant," "transform," and "discover." Avoid overly casual slang or technical jargon to maintain the aspirational and expert tone.
• •Incorporate the Founder's Voice: Regularly weave Oonagh's philosophy ("There's no age to beauty") and expertise into the copy. Phrases like "A makeup artist's secret..." or "As Oonagh always says..." reinforce the brand's authority and authenticity.
• •Speak Directly to the Customer's Desires: Use "you" and "your" to make the copy personal. Acknowledge their pain points (e.g., "Tired of wasting money on the wrong foundation?") and present the brand's offerings as the definitive solution.
• •Maintain Visual and Textual Harmony: Ensure the copy is always paired with high-quality, elegant imagery that reflects the brand's luxurious and clean aesthetic. The visual context should be as sophisticated as the language used.

Social Perception

Perceived as a premium, expert-led brand that delivers tangible results. Customers see Oonagh as a trustworthy expert, a confidence booster, offering high-value investment, and maintaining a personal and warm approach.

Copy Examples

• •Wake Up to Better Hair Days. Tired of morning frizz and sleep creases? Your pillowcase may be the culprit. Our 100% Mulberry silk pillowcases reduce friction, helping your hair glide smoothly and your skin retain its natural moisture. It’s not just sleep, it's an overnight beauty treatment. Invest in your rest and wake up radiant.
• •The Easiest Anti-Aging Step You'll Ever Take. Every night, your skin renews itself. Support that process with the gentle touch of pure silk. Unlike cotton, which can pull at delicate skin, our silk pillowcase allows your skin to breathe and move freely, minimizing sleep wrinkles and helping your expensive skincare products absorb properly. Beauty sleep, redefined.
• •A Little Luxury, Just for You. Hello [Name], at Oonagh Connor, we believe self-care is a necessity, not an indulgence. To help you elevate your daily routine, we're offering a limited-time exclusive on our bestselling silk collection. Experience the transformative power of silk for yourself. You deserve it.
• •Expert-Led Beauty for Every Age. Founded by celebrity makeup artist Oonagh Connor, we believe that true beauty is timeless. Discover our curated collection of products designed to enhance, not hide, your natural radiance.
• •Text on screen: Stop fighting your hair. // Let silk solve it. // Reduce frizz. // Extend your blowout. // Wake up beautiful. Voiceover/Caption: Your beauty routine shouldn't stop when you go to sleep. Upgrade to an Oonagh Connor silk pillowcase.