Brand Tone

Empowering, Personal, Educational, Timeless, Results-Oriented

Brand Values

• •Simplicity and Ease of Use
• •Empowerment and Confidence
• •Quality and Efficacy
• •Customer Connection and Education
• •Innovation
• •Timelessness
• •Positivity and Joy
• •Inclusivity

Best Practices

• •Emphasize Empowerment and Confidence: Frame product benefits around how they make the user *feel* (e.g., confident, powerful, joyful, ready to take on the day) rather than just what the product *does*.
• •Keep it Clear, Simple, and Practical: Avoid overly technical jargon. Explain benefits and application in an easy-to-understand, straightforward manner, reflecting the brand's 'demystifying beauty' mission.
• •Use an Encouraging and Personal Voice: Write as if offering friendly, expert advice. Incorporate Trish's philosophy and personal touch where appropriate to maintain that connection with the audience. Phrases like 'See you in the mirror!' can be adapted.
• •Highlight Quality and Results without Hype: Confidently state the efficacy of the products, referencing their high-quality ingredients and design (e.g., 'results-producing,' 'dermatologist-designed,' 'precision-cut brushes') in a sophisticated, not boastful, way.
• •Maintain Timeless Elegance in Language: Use refined, positive language. Focus on enhancing natural beauty and creating classic, enduring looks rather than promoting short-lived trends.

Social Perception

Positive, High-End/Luxury, Trusted and Established, Focus on Mature Audience (Historically, but evolving)

Copy Examples

• •Headline (for Makeup Planner): Your Beauty. Organized. Effortlessly. Body: Tired of the makeup clutter? The original Trish McEvoy Makeup Planner® puts your essential, confidence-boosting makeup at your fingertips. Create your personalized palette for a look that’s uniquely you, simplified.
• •Social Media Post (for Instant Eye Lift): Awaken your eyes and your confidence. Our iconic Instant Eye Lift visibly brightens and diminishes under-eye darkness for a refreshed, 'I got this' look, all day long. Simple, effective, transformative. #TrishMcEvoy #InstantEyeLift #ConfidenceBoost
• •Product Description (for a new lipstick): Introducing [Lipstick Name]: More than just color, it's a swipe of joy. This creamy, long-lasting formula glides on for effortless application, delivering pigment-rich, comfortable wear. Because your most confident smile is your most beautiful. Find your signature shade.
• •Email Subject Line (for a skincare product): Unlock Your Skin's Radiance, Simply. Body Snippet: At Trish McEvoy, we believe skincare should be a results-driven ritual, not a complex chore. Discover our dermatologist-designed [Product Name], formulated to [Key Benefit 1] and [Key Benefit 2] for visibly healthier, more luminous skin. Your journey to confident skin starts here.
• •Brand Story Snippet (for 'About Us' page): For over 45 years, Trish McEvoy has empowered individuals to discover the joy and confidence that comes from simple, effective beauty. It began with a brush, and grew into a philosophy: your makeup should celebrate you. We're still guided by that personal touch, creating high-performance, easy-to-use essentials for your real life.