Brand Tone

Caring & Responsible, Informative & Trustworthy, Gentle & Safe, Innovative & Pioneering, Approachable & Friendly

Brand Values

• •Health & Safety
• •Natural & Eco-Conscious
• •Innovation & Quality
• •Family-Oriented
• •Transparency & Integrity
• •Canadian Made
• •Cruelty-Free & Vegan

Best Practices

• •Lead with Safety and Natural Benefits: Always highlight the non-toxic, water-based, and natural ingredient aspects. This is a primary differentiator and a core brand value.
• •Incorporate the Founder's Story: Weave in the narrative of the chemist mom creating safer products for her daughter. This builds trust, adds authenticity, and resonates emotionally.
• •Educate Gently and Clearly: Explain the "why" behind the formulas – why water-based is a healthier choice, what harmful chemicals are excluded, and the benefits of key natural ingredients. Avoid overly technical jargon where possible, or explain it simply.
• •Emphasize "Kindness" and "Care": Use language that reflects care for the customer (e.g., "kind to your nails," "gentle on your skin," "nurture your hair") and the environment (e.g., "eco-friendly," "biodegradable where applicable," "planet-loving"). This aligns with the brand's responsible and caring image.
• •Balance Playfulness with Professionalism: While the core message is about safety, science, and natural ingredients, allow for a lighter, more creative, and engaging tone in social media and product descriptions, especially for the Suncoat Girl line. This encourages interaction and makes the brand more approachable, without undermining its credibility.

Social Perception

Trusted for Safety, Eco-Friendly Choice, Good for Kids, Variable Performance Expectations, Ethical Brand, Innovative

Copy Examples

• •Headline: Breathe Easy, Shine Bright. Body: Discover Suncoat's water-based nail polishes. Vibrant colour, zero harsh chemical fumes. Just pure, beautiful nails, naturally. Perfect for you, and gentle enough for your little ones too. #SafeBeauty #WaterBasedNailPolish Tone: Caring, Informative
• •Headline: From Our Family to Yours: Beauty You Can Trust. Body: Born from a mother's mission for safer beauty, Suncoat offers award-winning, Canadian-made natural cosmetics. Gentle formulas, powerful results. Because you shouldn't have to choose between beauty and your well-being. #SuncoatStory #NonToxicLiving Tone: Trustworthy, Family-Oriented
• •Headline: Tiny Hands, Safe Fun! Body: Let their creativity sparkle with Suncoat Girl! Our peel-off, water-based nail polishes are odourless, non-toxic, and made for play. Worry-free manicures for your little artists. #SuncoatGirl #KidsSafeNailPolish #PeelOffPolish Tone: Playful, Reassuring
• •Headline: The Future of Beauty is Clear (and Colourful!) Body: Suncoat pioneers natural beauty by fusing science with nature. Experience our innovative water-based nail polishes and plant-derived hair care. High performance, eco-friendly, and always kind to your body and the planet. #NaturalInnovation #EcoBeauty Tone: Innovative, Responsible
• •Headline: Sensitive Skin? Sensitive Nose? Meet Your Match. Body: Tired of beauty products that irritate? Suncoat's gentle, natural formulations are designed for even the most sensitive individuals. Enjoy beautiful nails and healthy hair without the harsh chemicals or overpowering scents. #GentleBeauty #ChemicalFree Tone: Empathetic, Informative