Brand Tone

Authentic & Proud, Vibrant & Bold, Empowering & Inclusive, Community-Focused, Playful & Creative, Conscious & Approachable

Brand Values

• •Celebration of Latinx Heritage & Culture
• •Representation & Inclusivity
• •Authenticity
• •Community & Giving Back
• •Conscious Beauty
• •Self-Expression & Empowerment
• •Quality & Artistry

Best Practices

• •Embrace "Spanglish" Naturally: Incorporate Spanish words and phrases where it feels authentic and enhances the message, reflecting how much of the community communicates. This should feel genuine to Becky G's voice and the brand's roots.
• •Lead with Cultural Celebration: Ensure that the Latinx heritage is not just an afterthought but a central theme woven into product stories, shade names, and campaign narratives.
• •Empower and Uplift: Use language that inspires confidence, creativity, and pride in one's identity. Focus on self-expression and the joy of makeup.
• •Maintain Vibrancy in Language: Use vivid, descriptive words that mirror the bold colors of the products and the lively spirit of the cultures Tresluce celebrates.
• •Foster Community Connection: Address the audience directly, use inclusive pronouns (like "we" and "us" when referring to the community), and encourage interaction and sharing of looks and stories. Highlight collaborations with Latinx artists and creators.

Social Perception

Positive & Celebratory, High Quality, Authentic Connection to Founder, Visually Appealing, Inclusive, Associated with Ipsy, Addressing a Need

Copy Examples

• •Headline: Unleash Your Inner Artista. ✨ Create, celebrate, and shine with Tresluce Beauty – where culture meets color.
• •Instagram Caption: Inspired by the richness of our heritage, crafted for your vibrant spirit. Our Intenso Liners bring the bold, long-lasting color you crave. What look will you create today? #TresluceBeauty #LatinxJoy #ColorConCultura
• •Product Description (for "I Am" Palette): Affirm your beauty, your power, your story. The 'I Am' Palette, infused with nurturing Mexican Blue Agave, offers 18 shades of possibility. From everyday radiance to full-on glam, each hue is a celebration of you. Vegan, cruelty-free, and always auténtica.
• •Email Subject Line: ¡Hola Bella! Your Daily Dose of Vibrancy Awaits...
• •Website Banner: More Than Makeup. It's a Movement. Celebrating our roots, one bold look at a time. Welcome to the Tresluce familia.