Brand Tone

friendly, transparent, and savvy

Brand Values

• •Accessibility
• •Transparency
• •Community
• •Personal Connection
• •Entrepreneurial Spirit

Best Practices

• •Always Lead with Transparency: Every piece of copy that introduces a product should be upfront about why it's discounted. Use phrases like "perfectly imperfect," "packaging flaw," "unboxed," or "minor smudge" to build and maintain trust.
• •Embody the Founder's Voice: Write as if Ellie is speaking directly to a friend. Use "I," "we," and "you" to create a personal, one-on-one conversation. Keep the language simple, friendly, and enthusiastic.
• •Prioritize Community Language: Use inclusive and inviting terms like "Shack family," "VIPs," "lovelies," and "insiders," especially in emails and social media posts, to reinforce the sense of belonging.
• •Focus on the "Savvy Shopper" Benefit: Frame the discount not just as a sale, but as a smart choice. The customer is getting a deal because they are "in the know." This empowers the customer and makes the purchase feel like a victory.
• •Encourage Interaction: End captions and posts with open-ended questions or a direct call to message the founder ("DM me for tips," "What should we hunt for next?"). This reinforces the brand's value of personal connection and keeps the community engaged.

Social Perception

A hidden gem or an insider's secret, where customers feel part of a special club, getting exclusive access to deals. It's perceived as a trustworthy, small UK business run by a passionate individual, with a generally satisfied customer base.

Copy Examples

• •Look what just landed in the Shack! ✨ We've managed to get our hands on a small batch of the iconic Glossier Lidstar. There's a tiny printing smudge on the box, but the magic inside is 100% perfect. Want a guilt-free glow-up? DM me for shade recommendations! #GlossierForLess #BeautyDealsUK #TheGlamshack
• •Oops... Our little secret is your big saving! 🤫
• •Perfectly imperfect. Your favourite high-end beauty, for less. Shop the deals.
• •Ever wanted to try this gorgeous scent but couldn't justify the price? Here's your chance. This bottle is unsealed, which means we can offer it to you at a price you'll love. The fragrance is untouched and waiting for you. It's the perfect treat-yourself moment, without the splurge. Go on, you deserve it.
• •Hi lovelies! ✨ A special Friday treat just for this group. For the next 24 hours, take an extra 15% off all Clinique products with code VIP15. This is our little secret! Thank you for being part of the Shack family. Let me know what you get! - Ellie x