Brand Tone

Youthful and Trendy, Confident and Bold, Community-Focused and Inclusive, Authentic and Transparent, Relatable and Humorous

Brand Values

• •Affordability & Accessibility
• •Cruelty-Free
• •Efficacy & Honesty
• •Community & Connection
• •Inclusivity & Authenticity
• •Innovation & Trend-Awareness
• •Social Responsibility

Best Practices

• •Know Your Audience, Speak Their Language: Continuously engage with the 18-34 year old demographic. Use current, relatable slang and a conversational style that resonates with them. Avoid overly corporate or technical jargon.
• •Embrace Bold Confidence (with a wink): Be assertive in product claims and brand statements but temper it with approachability and humor. The "sick as hell" and "lazy girl" angles work because they're self-aware.
• •Prioritize Community & Authenticity: Continue to involve "Swiitch babes" in conversations. Share behind-the-scenes content, founder insights, and user-generated content to maintain a sense of realness and transparency.
• •Be Visually Consistent: Ensure that the youthful, trendy, and slightly edgy aesthetic seen in product packaging and on Instagram translates across all platforms, including the website and any ad creatives.
• •Stay True to Core Values in All Messaging: Every piece of copy, from a product description to a social media post, should implicitly or explicitly reflect values like affordability, cruelty-free, efficacy, and inclusivity. If addressing social issues, maintain the brand's established voice – direct, empathetic, and community-focused.

Social Perception

Positive: Generally viewed as an innovative, affordable, and effective South African beauty brand. Customers appreciate the quality for the price and the brand's engagement. Community-Driven: Users feel a connection to the brand and appreciate being involved in its journey. The "Swiitch babes" community is a strong asset. Trustworthy (for many): The founder's story and the brand's direct communication style seem to resonate well, building trust. They are described as one of South Africa's "most influential, trustworthy and cutting edge digital beauty brands". Youth-Oriented: Strongly appeals to a younger demographic (18-34 year olds) through its marketing and product aesthetics. Socially Conscious: Their activism is noted and seems to be appreciated by their community, setting them apart from brands that avoid such topics.

Copy Examples

• •💥 DROPPING NOW! 💥 Your routine called, it wants an upgrade. Our NEW [Product Name] is here to make your skin/look feel legendary without emptying your wallet. Yeah, it's that good. 😉 Get yours before it’s all over TikTok! #SwiitchStaple #AffordableGlowUp #SickAsHellBeauty
• •Meet #WaterGel 💧 – a serum with rose water & ceramides that intensively hydrates, tightens pores, and gives skin a plump, dewy look. No fluff, no outrageous claims, just stuff that *actually* works. Made for lazy girls, by even lazier girls who still want to look 🔥. Your skin will thank you (and so will your bank account). Add to cart, you know you want to.
• •🚨 Don't freak out, but EVERYTHING is on sale! (Okay, maybe freak out a little) 🚨
• •No clue how to [solve beauty problem]? DW, we got you. 😉 Our [Product Name] makes it easy AF. Watch how @[InfluencerName] gets it done. No gatekeeping here, babes. #SwiitchHacks #EasyBeauty #ComeAsYouAre
• •Tired of beauty brands that cost a fortune & don't deliver? 🙄 So were we. That's why Swiitchbeauty® exists. Founded by a 14-year-old (now slaying the game!), we make cruelty-free, proven-to-work essentials that are cute as hell and actually affordable. Join the Swiitch fam & see what the hype is about. #SwiitchBeauty #RealResults #SAbeauty