Brand Tone

aspirational, professional, and supportive

Brand Values

• •Quality & Performance
• •Innovation
• •Community & Empowerment
• •Vast Selection & Creativity

Best Practices

• •Lead with Quality and Performance: Always anchor the copy in the tangible benefits of the products—longevity, pigmentation, and ease of use. Use descriptive words like "flawless," "highly pigmented," "durable," and "professional-grade."
• •Speak the Language of the Pro: Use industry-standard terminology (e.g., "cure time," "viscosity," "inhibition layer") where appropriate to build credibility and resonate with the target audience of nail technicians.
• •Celebrate the Artist, Not Just the Art: When featuring user-generated content, always credit the artist and compliment their skill. This reinforces the brand's supportive and community-focused values.
• •Maintain a Visually Elegant Aesthetic: The tone is professional and aspirational, and the visuals must match. Ensure all brand-created imagery and videos are high-quality, clean, and stylish, reflecting the premium nature of the products.
• •Balance Aspiration with Accessibility: While showcasing high-level nail art, ensure some content (like tutorials for the "One Step" products) makes professional results feel achievable for those still honing their skills, broadening the customer base without diluting the professional image.

Social Perception

The public perception of Semilac Australia is largely positive, particularly among its target audience of nail professionals and serious DIYers. Customers view the brand as a provider of reliable, high-end nail products. It is seen as a professional-grade system available for both salon and at-home use. The brand is perceived as a key player in the Australian nail art community. Its active presence on social media and its focus on UGC make it a go-to for inspiration and product discovery. Users appreciate the quality and extensive color range. Reviews and comments frequently mention the pigmentation, durability, and the sheer number of shades available as major advantages.

Copy Examples

• •Artistry in a bottle. Introducing the 'Terra Australis' collection—five new shades inspired by the vibrant landscapes of Australia. Pigment-rich, self-levelling, and designed for flawless application. Which shade will you create with first? #SemilacAustralia #NailArt #GelNails
• •Your time is valuable. Your art is priceless. Semilac Extend 5in1 is your base, colour, and top coat in a single bottle. Strengthen, extend, and create stunning manicures with one innovative formula. Simplify your process, not your standards. Shop now.
• •Flawless execution! We're in awe of this stunning set by @[Username] using our shade 'Perfect Nude'. Your talent inspires our community. Tag us in your creations for a chance to be featured! #SemilacPro #NailCommunity
• •Professional Quality. Endless Creativity. Discover the gel polish system trusted by nail artists across Australia for its superior performance and unparalleled colour selection. Welcome to Semilac.
• •Subject: Unlock Your Best Work Yet. Body: Hi [Name], Ready to elevate your craft? At Semilac, we believe the right products can turn great nail art into a masterpiece. From our highly pigmented colours to our innovative builder gels, every product is formulated for perfection. Explore our new arrivals and see why professionals choose Semilac.