Brand Tone

Aspirational & Trendy, Educational & Authoritative, Friendly & Engaging, Entrepreneurial & Empowering, Playful & Creative

Brand Values

• •Quality & Expertise
• •Education & Growth
• •Community & Support
• •Innovation & Trend-Setting
• •Client Success & Empowerment

Best Practices

• •Maintain Visual Consistency: Continue using high-quality, aesthetically pleasing photos and videos that reflect the castle theme subtly – think elegant, dreamy, and clean visuals. Pink accents and modern, chic decor elements are working well.
• •Embrace Storytelling: Share more of Hayley's journey, student success stories, and behind-the-scenes glimpses of the salon and academy. This builds connection and reinforces the entrepreneurial spirit.
• •Highlight "Chicago's Largest Lash Academy": Leverage this status in marketing materials to build authority and trust. Emphasize the accredited and certified nature of the courses.
• •Engage Actively & Playfully: Continue the responsive and friendly engagement on social media. Use trendy audios on TikTok/Reels, run polls, Q&As, and feature user-generated content when possible. The IKEA photoshoot is a great example of fun, relatable content.
• •Balance Aspirational with Accessible: While showcasing high-end results and a beautiful salon, ensure the language remains welcoming and empowering, making potential students and clients feel they can achieve these results and be part of the Beauty Castle community.

Social Perception

Professional & Skilled, Go-To for Lash Supplies & Training, Modern & Stylish, Supportive & Community-Oriented, Accessible Luxury/Quality

Copy Examples

• •✨ Unlock your ultimate lash fantasy! ✨ Our 'Volume Cat Eye' gives you that fierce, fluffy lift you’ve been dreaming of. Created with our signature @thebeautycastlechicago .03 C Curl lashes. Ready to turn heads? Tap the link in bio to book your transformation! #LashGoals #ChicagoLashes #VolumeLashes #TheBeautyCastleShop
• •Wait, is that whipped cream?! 🍓 Nope! It’s our deliciously scented Strawberry Whipped Lash Cleanser! 🎀 Keep those extensions fluffy, clean, and lasting longer. Watch how it works! 😉 Get yours now via the link in our bio! #LashCleanser #WhippedLashCleanser #LashAftercare #TikTokMadeMeBuyIt #BeautyHacks
• •Ready to BOSS UP your lash game? 👑 Our Master Lash Course with owner Hayley (9 years of glam!) covers Classic, Hybrid, AND Volume. No experience? No problem! Become a certified lash artist at Chicago's Largest Lash Academy. IDFPR Certified. CEU Hours. Small deposit, big future! DM us ‘LASH BOSS’ to learn more! 💖 #LashTraining #ChicagoLashAcademy #BecomeALashTech #BeautyCareer #Empowerment
• •From a dream started 9 years ago to Chicago's premier destination for lash artistry and education. The Beauty Castle Shop isn't just about premium lash supplies and stunning extensions; it's about empowering artists to build their own empires. Join our fairy tale. ✨ #LashSupplies #LashAcademy #FemaleFounded
• •Spotted! 😍 One of our amazing Lash Academy grads CRUSHING it with her first full volume set using #TheBeautyCastleShop supplies! We’re SO proud! Tag us in your beautiful work, Castle Crew! We love to see you shine! 💖 #LashCommunity #StudentSuccess #LashArtist #ChicagoBeauty