Brand Tone

playful, fun, nostalgic, bold, and irreverent, yet professional and high-quality

Brand Values

• •Self-Expression and Individuality
• •Inclusivity
• •Fun & Nostalgia
• •Quality & Performance
• •Cruelty-Free
• •Authenticity
• •Empowerment

Best Practices

• •Embrace the "Trixie" Voice: Inject humor, wit, and a touch of playful irreverence. Think: "If Trixie Mattel were saying this, how would it sound?" Reference her iconic phrases or comedic style where appropriate (e.g., "Oh, honey!").
• •Use Nostalgic & Playful Language: Incorporate words and themes that evoke childhood, toys, and fun. Don't be afraid of being a bit kitschy or over-the-top in descriptions.
• •Be Bold & Confident: The copy should exude confidence and celebrate individuality. Use strong, declarative statements and empowering language.
• •Highlight Quality with a Wink: While the tone is fun, always subtly reinforce the professional quality and high performance of the products. The playful packaging might look like a toy, but the makeup is serious.
• •Stay Inclusive & Celebratory: Ensure the language welcomes everyone. Celebrate all forms of beauty and self-expression. The copy should make people feel good and excited to use the products.

Social Perception

Customers and the public generally perceive Trixie Cosmetics as a high-quality, fun, and unique brand that reflects its founder's personality. The playful, nostalgic packaging is widely loved and seen as a key differentiator. The brand is viewed as inclusive and a celebration of self-expression. Its connection to Trixie Mattel, a beloved drag queen and entertainer, is a major draw, lending credibility and a built-in fanbase. Her audience is noted to include many teenage girls and straight women, in addition to young gay men. The products are considered to be high-performing, especially in terms of pigmentation and durability, suitable for both everyday wear and more dramatic looks. The brand is seen as a successful venture that authentically extends Trixie Mattel's "life in plastic aesthetic." There's an appreciation for the brand not just "white labeling" products but being actively involved in their development.

Copy Examples

• •Product Launch (New Eyeshadow Palette - "Toy Box Treasures"): "Unlock your childhood dreams and adult glam! Our new 'Toy Box Treasures' palette is bursting with shades so vibrant, your old teddy bear would be jealous. Get ready to play!"
• •Instagram Caption (Showcasing a bright lipstick): "Warning: May cause excessive compliments and spontaneous lip-sync performances. Our [Lipstick Name] isn't just a color, it's a whole mood. Pucker up, legend! 💋 #TrixieCosmetics #BoldLips #IconStatus"
• •Email Subject Line (Sale Promotion): "Your makeup bag called, it's begging for these goodies! 😉"Email Body Snippet: "Hey, Superstar! Don't let your makeup routine feel like a chore. Snag your faves (and maybe some new obsessions) with [X]% off. Because looking this good should be fun, not funded by a bank heist (unless that's your vibe, we don't judge 😉)."
• •Website Banner (Highlighting cruelty-free value): "Fierce. Fabulous. Fur-iendly. 🐰 All the glam, none of the guilt. Shop our 100% cruelty-free collection and sparkle responsibly!"
• •Product Description (Glitter product): "Ready to outshine a disco ball? Our [Glitter Product Name] is packed with enough sparkle to make a unicorn jealous. Dab it, dust it, live your glitter fantasy. (Warning: may attract magpies and adoring fans.)"