Brand Tone

Approachable and Friendly, Authentic and Relatable, Empowering and Inclusive, Trendy and Modern, Educational and Helpful

Brand Values

• •Quality at an Affordable Price
• •Innovation
• •Cruelty-Free
• •Community-Centric
• •Authenticity and Transparency
• •Inclusivity
• •Sustainability
• •Passion for Beauty

Best Practices

• •Know Your Voice, Live Your Voice: Clearly define the brand’s personality traits (e.g., friendly, authentic, empowering, witty, educational). Ensure all copy, from website blurbs to social media captions, consistently reflects this voice. Revisit founder Zoe Trigwell’s early communications and viral TikToks to stay true to the original spark.
• •Speak to Your Community, Not At Them: Use inclusive language ("we," "us," "our Tribe"). Ask questions, invite feedback, and make followers feel like part of a conversation. Reference shared experiences, like the virality of the powder puff or the journey of the brand.
• •Authenticity Over Perfection: Don’t be afraid to be human. Share behind-the-scenes content, acknowledge challenges (like the rebrand), and let the genuine passion for the products and community shine through. This builds trust and relatability.
• •Highlight Benefits, Not Just Features: Instead of just saying "talc-free powder," explain what that means for the user – "no flashback, no creasing, just a smooth, natural airbrushed finish every time." Focus on how the products make the customer feel (e.g., confident, flawless, ready to take on the day).
• •Stay True to Core Values: Ensure that key values like affordability, quality, and being cruelty-free are woven into the messaging where appropriate. This reinforces brand identity and resonates with customers who share those values. For instance, regularly remind customers of the Leaping Bunny certification.

Social Perception

High-Quality Yet Affordable, Effective Products, Innovative and Trend-Setting, Community-Focused and Relatable Founder, Ethical Brand, Underdog Support

Copy Examples

• •For the Velvet Powder Puff: "Unlock that flawless, airbrushed finish you’ve been dreaming of! ✨ Our viral Velvet Powder Puff isn’t just a tool, it’s your new bestie for a shine-free, super-smooth look. Join the Trigwell Tribe and see why everyone’s obsessed! #TrigwellGlowUp #VelvetPerfection"
• •For a New Product Launch (e.g., Liquid Blush): "Get ready to blush like you mean it! 😉 Introducing our NEW Liquid Blush collection – packed with pigment, easy to blend, and designed for that perfect, natural flush. Because you deserve makeup that’s as fun and fabulous as you are. Your everyday glow, elevated. #TrigwellBlushBomb #EffortlessBeauty"
• •Highlighting Affordability & Quality: "Who says amazing makeup has to break the bank? 🤷‍♀️ At Trigwell, we believe in top-notch quality that’s kind to your wallet. Real results, real ingredients, real affordable. Feel confident, look incredible. #TrigwellTreats #QualityForLess"
• •Emphasizing Cruelty-Free Values: "Beauty that feels good, inside and out. 🐰💕 We’re proudly Leaping Bunny approved, because stunning looks should never come at the expense of our furry friends. Shop with a clear conscience. #TrigwellCrueltyFree #EthicalBeauty"
• •Community Engagement/Rebrand Support: "We’re more than just a brand; we’re a family. ❤️ Thank you for being the heart of Trigwell Cosmetics. Your support means the world, especially as we navigate new adventures! Get ready for something exciting – created with love, powered by you. #TrigwellTribeLove #BeautyTogether"