Brand Tone

aspirational, trendy, and friendly

Brand Values

• •Ethical Production
• •High Quality
• •Accessibility
• •Trend-Focused

Best Practices

• •Always Highlight Core Values: Every piece of copy should, where appropriate, weave in the brand's commitment to being vegan, cruelty-free, and high-quality. This reinforces brand identity and builds trust.
• •Maintain an Aspirational Yet Attainable Tone: Use language that inspires customers to achieve beautiful results while emphasizing the ease and convenience of doing so at home.
• •Stay on Top of Trends: Regularly update copy to reflect new color trends, seasonal collections, and popular nail art styles to show the brand is current and authoritative.
• •Engage with a Community Voice: Use inclusive and friendly language. Ask questions in social media captions and encourage user-generated content to build a loyal following.
• •Focus on the Benefit, Not Just the Feature: Instead of just saying "long-lasting," say "10 days of chip-free wear." Frame product features in terms of the value they bring to the customer's life.

Social Perception

The public perception of the "Pretty Little Nails" name is overwhelmingly positive, largely shaped by the high ratings of the various nail salons. Customers frequently mention excellent service, skilled technicians, and a clean, welcoming environment. While not directly about the nail polish, this positive sentiment creates a favorable association. The e-commerce brand is perceived as a reliable source for ethical and high-performance nail products, appealing to ingredient-conscious consumers.

Copy Examples

• •Your At-Home Salon. 10 Days of Flawless Shine. Get the gel look without the salon price tag. Our award-winning, vegan formula glides on smooth and stays brilliant. Your perfect manicure is just a brushstroke away.
• •Nailed It. Ethically. Finally, a polish that looks good and you can feel good about. 100% vegan, 100% cruelty-free, 100% gorgeous. Make the switch to Pretty Little Nails.
• •Fall For These Hues. Introducing our Autumn 2024 collection. Rich, cozy, and right on-trend. From "Bonfire Babe" to "Sweater Weather," find your new seasonal favorite.
• •The Secret to Stronger, Stunning Nails. Our Builder in a Bottle (BIAB) isn't just a color, it's a revolution. Strengthen and grow your natural nails with every application for a look that's as healthy as it is beautiful.
• •Clean Girl. Chic Nails. Embrace the 'Clean Girl' aesthetic with our collection of understated, elegant neutrals. For a polished, put-together look that's effortlessly you.