Brand Tone

Professional & Expert, Aspirational & Luxurious, Caring & Nurturing, Approachable & Authentic, Educational & Empowering

Brand Values

• •Quality & Efficacy
• •Expertise & Artistry
• •Natural Beauty Enhancement
• •Cruelty-Free & Clean Beauty
• •Client-Centricity & Accessibility
• •Education & Mentorship
• •Authenticity & Inspiration

Best Practices

• •Speak from Expertise, Share with Passion: Always ground product descriptions and advice in Sarah Maxwell's professional experience and genuine passion for beauty and client well-being. Use confident but not arrogant language.
• •Balance Aspiration with Accessibility: While highlighting the "celebrity" and "red carpet" connections, ensure the overall message remains inviting and that the products feel attainable for the target audience who desire high-quality beauty solutions.
• •Emphasize "Natural Enhancement": Consistently reinforce that the products and techniques aim to enhance the client's inherent beauty rather than drastically altering it. Use words like "refine," "enhance," "artistic subtlety."
• •Maintain a Caring & Ethical Stance: Always highlight the cruelty-free, non-toxic aspects of the products and the brand's commitment to gentle yet effective formulations. This builds trust and appeals to conscious consumers.
• •Be Authentic and Educational in Engagement: Especially in social media and blog content, provide genuine advice, share knowledge openly (as seen in the @maxandwell_ accounts), and respond to customer queries with helpfulness and transparency. This fosters community and reinforces expertise.

Social Perception

Trusted Expert, High-Quality Products, Positive Client Experiences, Influential Educator, Relatable (via @maxandwell_)

Copy Examples

• •Headline: Unlock Your Lash Potential. Naturally. Body: Tired of sparse lashes and damaging extensions? Sarah Maxwell Beauty's LENGTH Growth Serum, born from years of red-carpet expertise, nourishes your lashes from root to tip. Experience visibly longer, fuller, and healthier lashes with our expertly formulated, cruelty-free serum. Because your natural beauty deserves to shine.
• •Headline: The Secret to Red Carpet Radiance, Now Yours. Body: For years, Sarah Maxwell's signature lash and brow treatments were Hollywood's best-kept secret. Now, the same commitment to quality and stunning, natural-looking results is available to you. Discover our curated collection of lash and brow essentials and experience the Sarah Maxwell Beauty difference.
• •Headline: Invest in Your Artistry. Elevate Your Craft. Body: Join The Academy by Sarah Maxwell and learn the pioneering lash lift techniques from a true industry leader. Our comprehensive masterclasses are designed to empower you with the skills and confidence to excel. Because true mastery is built on knowledge and passion.
• •Headline: Gentle Care, Powerful Results. Body: Introducing LAUNDER Lash, the makeup remover that understands delicate eyes. Effectively dissolving even the most stubborn mascara without irritation, LAUNDER pampers your skin while preparing your lashes for their nightly nourishment. Clean beauty for stunning results.
• •Headline: Beyond Beauty: It's a Feeling. Body: At Sarah Maxwell Beauty, we believe true beauty is about confidence and authenticity. Our products and services are designed not just to enhance your features, but to make you feel like the best version of yourself. From our luxurious Liv fragrances to our transformative lash care, it's an experience that lingers.