Brand Tone

Friendly, Approachable, Helpful, Informative, Enthusiastic, Passionate, Playful, Trendy, Practical, Solution-Oriented

Brand Values

• •Creativity and Design
• •Quality
• •Customer Satisfaction
• •Accessibility and Affordability
• •Entrepreneurial Spirit/Independence
• •Ease and Convenience

Best Practices

• •Stay Personable and Enthusiastic: Use friendly, inviting language ("Hello Gorgeous!", "Shine on!"). Let the passion for the product and design come through. Avoid overly formal or corporate jargon.
• •Focus on Solutions and Benefits: Clearly communicate how So Gloss solves common nail problems (dry time, chipping, ease of use). Highlight the convenience and the "instant results."
• •Be Encouraging and Supportive: Since application can have a learning curve for some, provide clear, simple instructions and tips. Frame it as an achievable, fun process.
• •Emphasize Uniqueness and Quality: Remind customers that designs are original and created with pride. This reinforces the value beyond just a nail covering.
• •Maintain a Visual Connection: Even in text, evoke the fun, stylish, and creative aspect of the nail wraps. Use descriptive words that paint a picture, aligning with the visual nature of the product and platforms like Pinterest.

Social Perception

Positive for Etsy Users, Seen as a Convenient Alternative, Good for Kids and Gifts, Mixed on Durability/Application for Some Products/Users, Recognized for Unique Designs, Limited Mainstream Brand Awareness (beyond Etsy circles)

Copy Examples

• •Headline: Tired of Smudges & Long Dry Times? Hello, Gorgeous Nails in Minutes! Body: Get salon-quality style without the wait! So Gloss nail wraps give you flawless, chip-resistant nails that are ready when you are. Just heat, stick, and file your way to a perfect manicure. Explore our unique designs!
• •Headline: Express Your Style, From Fingertips to Toes! Body: Why stick to one color when you can rock art? So Gloss offers hundreds of unique, easy-to-apply nail wrap designs. Perfect for a quick glam-up, a treat for your mini-me, or a long-lasting pedi. Shine on, you!
• •Headline: The Secret to No-Fuss, Fabulous Nails? It's So Gloss! Body: Imagine a perfect manicure that lasts up to two weeks (even longer on toes!). No chipping, no smudging, no appointment needed. Our founder designs each wrap with love, so you get quality and style in every set.
• •Headline: Kids Love Us, Moms Trust Us! Body: Introducing So Gloss Kids Wraps! Super cute, super easy, and super fun. No harsh chemicals for removal, just gentle heat. Perfect for little fashionistas and a great way to enjoy some pamper time together.
• •Headline: From Buffalo with Love: Your New Nail Obsession! Body: So Gloss isn't just about beautiful nails; it's about passion and creativity from our one-woman powerhouse in Buffalo, NY. Discover why Allure & Refinery29 named us a top Etsy beauty brand. Easy application, stunning results, and designs you won't find anywhere else.