Brand Tone

Aspirational yet accessible, chic, modern, and empowering.

Brand Values

• •Cruelty-Free
• •Self-Expression & Empowerment
• •Inclusivity
• •Quality at Budget-Friendly Prices
• •Modern & Chic Aesthetics

Best Practices

• •Embrace "Empowering Elegance": Always aim for a tone that is both sophisticated and uplifting. Use confident, positive language that makes the customer feel good about themselves and their choices.
• •Highlight Core Values Consistently: Weave in mentions of "cruelty-free," "self-expression," "inclusivity," and "quality" naturally within product descriptions, social media posts, and email marketing. This reinforces what the brand stands for.
• •Speak to Aspirations, Price for Accessibility: Use descriptive, luxurious language to describe product benefits and experiences (e.g., "ultra-velvety," "silky smooth," "glass-like shine"), while subtly reminding customers of the value they are receiving.
• •Engage with "You": Directly address the customer ("you," "your") to make the copy feel personal and to reinforce the idea of makeup as a personal journey of self-expression. The tagline "Beauty begins the moment you decide to be yourself" is a perfect example.
• •Maintain Visual and Verbal Cohesion: Ensure the language used in copy complements the brand's visual identity (chic, modern, often with rose gold accents). The words should evoke the same feeling as the product packaging and imagery.

Social Perception

Customers generally perceive Steve Laurant Beauty products as high-quality, highly pigmented, and appreciate the attractive (often rose gold) packaging. A significant portion of their audience discovers the brand through beauty subscription services like Ipsy and Glossybox. The "budget-friendly luxury" aspect is a key part of its perception. The cruelty-free status is a positive factor for many consumers. The messaging around self-expression resonates with users looking to experiment with makeup.

Copy Examples

• •Unleash your inner icon. Our new LuxeShine Lip Gloss glides on like a dream, delivering a burst of high-impact color and a glass-like finish that says you’re ready for anything. Dare to express every facet of you. #SteveLaurant #LuxeShine #BeYourself
• •Your canvas, your rules. The 'Empower' Palette features nine richly pigmented, cruelty-free shades from bold mattes to stunning shimmers. Create looks that speak your truth, from daytime chic to nighttime glam. After all, beauty begins with you. #SteveLaurantBeauty #EmpowerPalette #CrueltyFreeMakeup
• •Obsessed with this look by @[username]! 😍 Rocking our [Product Name] and proving that confidence is the best makeup. How do you express yourself with Steve Laurant? Tag us in your creations! #SteveLaurant #BeautyInspired #SelfExpression
• •Chic Savings Alert! ✨ Treat Yourself to Luxury, Guilt-Free. (Body: Indulge in your Steve Laurant favorites or discover new obsessions. Our cruelty-free, high-pigment makeup is now even more accessible. Shop the sale and let your beauty shine.)
• •Steve Laurant Beauty: Cruelty-free cosmetics for the modern muse. We believe in exceptional quality, rich pigments, and the power of makeup to express your unique self. Budget-friendly luxury. #BeYourself