Brand Tone

Inspirational, Empowering, and Authentic.

Brand Values

• •Resilience
• •Authenticity
• •Empowerment
• •Community
• •Inner Strength

Best Practices

• •Lead with the 'Why': Every piece of copy, from a product tweet to a campaign headline, should connect back to the core brand story of resilience and empowerment. The 'why' (the story of Lori and Alexis) is your most powerful asset.
• •Spotlight the Community: Actively feature customer stories, testimonials, and user-generated content that reflects the brand's values. Use phrases that position customers as heroes of their own journeys.
• •Use Empowering Language: Employ strong, active verbs and positive affirmations. Words like 'unleash,' 'embody,' 'radiate,' 'conquer,' and 'rise' align perfectly with the brand's inspirational tone.
• •Maintain Authenticity: Avoid corporate jargon or overly polished marketing speak. The tone should feel personal, heartfelt, and genuine, as if speaking with a supportive friend. Sharing vulnerabilities, as the founders do, builds trust.
• •Define Beauty Holistically: Consistently reiterate that beauty is about inner strength, character, and the journey, not just physical appearance. This reinforces the brand's unique position in the market and its core mission.

Social Perception

The public and customer perception of Pretty Strong Cosmetics is intrinsically linked to its founding story. The brand is perceived as more than just a cosmetics line; it is a movement with a message. Customers are likely drawn to the brand's mission of empowerment and its authentic narrative of survival and strength. The focus on high-quality products that enhance natural features further aligns with their message of authentic self-expression. The brand's name itself encapsulates its core philosophy: that strength is a beautiful and integral part of one's identity.

Copy Examples

• •This isn't just color. It's courage. Each shade is a tribute to the battles we face and the strength we find within. Wear your story. Be Pretty Strong.
• •Resilience looks beautiful on you. @[user]'s journey reminds us that true radiance comes from a spirit that never gives up. Share your #PrettyStrong story with our community.
• •For the days that demand your all. Our Indomitable Spirit lipstick delivers bold color that lasts, so you can face any challenge with confidence. Unyielding. Unstoppable. Uniquely you.
• •Beauty is more than skin deep. It's the strength in your heart, the fire in your soul, and the story in your eyes. Discover makeup that celebrates every part of you.
• •Inside: A Story of Strength & A Special Treat...