Brand Tone

Authentic, Transparent, Community-Focused, Friendly, Empowering, Educational, Passionate, Positive, Down-to-Earth, Approachable

Brand Values

• •Natural & Organic Ingredients
• •Ethical Practices
• •Affordability & Quality
• •Sustainability & Eco-Consciousness
• •Customer Happiness & Community
• •Made in the USA
• •Transparency
• •Inclusivity
• •Giving Back

Best Practices

• •Embrace Authenticity: Always be genuine and transparent. Share the "why" behind products and initiatives. Use straightforward language when discussing ingredients and benefits.
• •Foster Community: Use inclusive language ("we," "us," "your Nontoxic BFF"). Encourage interaction by asking questions and inviting users to share their experiences. Highlight user-generated content and stories when appropriate.
• •Educate & Empower: Provide valuable information that helps customers make informed choices. Explain the benefits of natural ingredients and the brand's ethical stances in a clear, accessible way.
• •Maintain Positivity & Passion: Let enthusiasm for the products and the brand's mission shine through. Use uplifting and encouraging language. Focus on solutions and the positive impact of choosing clean beauty.
• •Stay Approachable & Relatable: While professional, avoid overly technical jargon. Keep the tone friendly and conversational, reflecting the brand's down-to-earth origins and commitment to customer connection.

Social Perception

Positive Product Performance, Appreciation for Natural/Ethical Aspects, Strong Community Connection, Good Customer Service, Eco-Friendly Efforts Recognized, Seen as Trustworthy and Authentic, Affordability is a Plus

Copy Examples

• •Headline: Tired of mystery ingredients? So were we. Body: At Root, what you see is what you get: pure, plant-based goodness that loves your skin back. Discover makeup that’s as honest as it is beautiful. #RootPretty #CleanBeautyRevolution
• •Headline: Your daily dose of glow, guilt-free. Body: Our Pretty Booster isn't just makeup, it's skincare in disguise! Nourish, protect, and perfect with ingredients you can trust. Shine naturally. #RootStory #VeganMakeup #NaturallyYou
• •Headline: Join the #RootPrettyClub! Body: It's more than makeup, it's a movement! Connect with fellow clean beauty lovers, get exclusive tips, and share your Root journey. We’re your nontoxic BFFs, here for all your beauty questions! #RootCommunity #EthicalBeauty
• •Headline: Eco-beautiful, inside and out. Body: We’re passionate about potent formulas AND a lighter footprint. From refillable options to mindfully sourced ingredients, choose Root for beauty that cares for you and the planet. #SustainableBeauty #RootCares #MadeInUSA
• •Headline: From our kitchen to your beauty bag, with love. Body: Root was born from a simple belief: beauty shouldn't compromise health. Experience handcrafted, professional-quality makeup at prices that make sense. Naturally effective, always kind. #RootFounder #HonestBeauty #CrueltyFree