Brand Tone

Inspirational & Empowering, Community-Focused & Caring, Approachable & Friendly, Passionate & Authentic, Inclusive

Brand Values

• •Giving Back/Philanthropy
• •Family & Community
• •Empowerment
• •Inclusivity
• •Quality & Affordability
• •Cruelty-Free
• •Kindness & Compassion

Best Practices

• •Always Lead with Heart: Weave the brand's philanthropic mission and the story of The MamaBerries Foundation into product descriptions, social media posts, and campaigns. This is a core differentiator.
• •Speak Inclusively: Use language that welcomes and celebrates diversity. Highlight how products are designed for a wide range of skin tones and individuals.
• •Maintain an Approachable and Authentic Voice: Write as if you're talking to a friend. Share founder stories, behind-the-scenes content, and engage genuinely with comments and messages. Reflect Shan Berries' known warm and effervescent personality.
• •Focus on Empowerment and Positivity: Frame product benefits not just around appearance, but around how they make individuals feel – confident, radiant, and part of a caring community.
• •Be Consistent Across All Channels: Ensure the tone, values, and key messages are harmonized across the website, social media platforms, email marketing, and any in-store communications to build a strong, recognizable brand identity.

Social Perception

A Brand with a Heart, High-Quality & Effective, Founder-Driven & Relatable, Inclusive and Representative, Growing & Successful

Copy Examples

• •Headline: More Than Makeup: Empowering Beauty, Supporting Families. Body: Every swipe of our vibrant, long-lasting lipstick does more than just brighten your smile. It helps uplift a single-parent family. Discover beauty that gives back. #ShadesByShan #BeautyWithImpact
• •Headline: Your Radiance, Their Strength. Body: We believe in the power of community. Inspired by our founder's journey, a portion of every Shades By Shan purchase supports single parents through The MamaBerries Foundation. Shine from the inside out. #CommunityLove #SupportSingleMoms
• •Headline: Colors for Every Story. Quality for Every Woman. Body: From everyday neutrals to daring glitters, find your perfect shade. Our inclusive, cruelty-free makeup is designed to make you feel confident and beautiful, just as you are. #InclusiveBeauty #CrueltyFreeMakeup #ShadesForAll
• •Headline: Feel the Glow, Share the Love. Body: Introducing our new [Product Name]! Experience the rich pigment and feather-light feel that has everyone talking. And remember, your purchase helps us write a new story of hope for a single parent in need. #NewCollection #MakeupThatMatters
• •Headline: Join the Sisterhood of Strength. Body: Shades By Shan isn't just a makeup brand; it's a movement. Founded by sisters, inspired by their mother, and dedicated to our incredible community. Together, we're making a beautiful difference. #WomenSupportingWomen #MamaBerriesFoundation #BeautyTribe