Brand Tone

Enthusiastic, Approachable, Informative, Playful, Ethical

Brand Values

• •Cruelty-Free & Vegan
• •Paraben-Free / Conscious Ingredients
• •Quality & Efficacy
• •Authenticity & Personal Connection
• •Inclusivity & Self-Expression

Best Practices

• •Create a "Brand Voice" Style Guide: Document the key characteristics of the RCLÓ tone (e.g., Enthusiastic, Approachable, Informative, Playful, Ethical). Include "do's and don'ts" for word choice, sentence structure, and common phrases.
• •Channel Rachel Levin's Voice (Authentically): Since the brand is closely tied to its founder, infuse copy with her known enthusiasm and passion for beauty and creativity. Use language that feels genuine to her style of communication.
• •Prioritize Value Callouts: Consistently highlight the core values in product descriptions, social media posts, and marketing materials (e.g., "Vegan," "Cruelty-Free," "Paraben-Free," "Good for your skin").
• •Speak to the "Everyday" Makeup User: While showcasing product quality, maintain an approachable and inclusive tone that doesn't alienate beginners. Focus on ease of use and the fun of experimentation.
• •Engage with the Community: When interacting on social media or responding to reviews, maintain the established brand tone. Be friendly, helpful, and show appreciation for customer feedback, reinforcing the personal connection fostered by the founder.

Social Perception

Influencer-led brand with initial hype and connection to founder, mixed reception on price and packaging, positive feedback on product performance, and a quiet online presence post-launch.

Copy Examples

• •Headline: Unleash Your Inner Sparkle! ✨ RCLÓ Cosmetics: Gorgeous, good-for-you makeup that lets YOUR beauty shine. (Vegan & Cruelty-Free, always!) Body: Tired of sticky glosses and chalky shadows? We were too! That’s why Rachel Levin poured her heart into creating RCLÓ – high-performance makeup that feels as good as it looks. Get ready to play, experiment, and express yourself!
• •Headline: Finally! Lip Gloss That Passes the Hair Test. 😉 Meet Your New Fave: RCLÓ Liquid Glass. Body: Silky smooth, seriously shiny, and absolutely NOT sticky. Our Liquid Glass lip gloss delivers that stunning, high-finish look you crave, without any of the tackiness. Swipe it on and get ready for compliments! Plus, it’s vegan and paraben-free!
• •Headline: Eyeshadow That’s Actually Easy? Yes, Please! Dive into the RCLÓ 'In The Rough' Palette. Body: Whether you're a makeup newbie or a seasoned pro, our 'In The Rough' palette is designed for effortless blending and beautiful looks. Packed with primer-infused, creamy mattes and stunning shimmers. Create your signature style – authentically you, authentically RCLÓ.
• •Headline: Glow Your Own Way! Our Cruelty-Free Highlighters are Here to Play. Body: From a subtle sheen to a blinding beam, RCLÓ highlighters are made to make you feel amazing. Developed by Rachel Levin for all skin tones and all makeup moods. Long-lasting, paraben-free, and 100% fabulous. What look will you create today?
• •Headline: Beauty Without Bunnies (Or Parabens!). ❤️ RCLÓ Cosmetics: Made with Love, For You. Body: We believe in beauty that’s kind – to your skin and to our furry friends. That’s why every RCLÓ product is vegan, cruelty-free, and paraben-free. It's makeup you can feel good about, inside and out. Join the RCLÓ family!