Brand Tone

Empowering and straightforward, yet friendly and approachable. It's professional and knowledgeable, focusing on positive, encouraging language and the benefits of products, conveying practical luxury with words like "smart," "professional quality," and "effortless."

Brand Values

• •Cruelty-Free
• •Simplicity and Efficiency
• •Inclusivity
• •Quality
• •Empowerment

Best Practices

• •Lead with Values: Always circle back to the core values of being cruelty-free, simple, and empowering. This should be evident in all marketing copy, from product descriptions to social media captions.
• •Use Empowering Language: Employ active, positive language that focuses on the customer's confidence and capability. Phrases like "you can," "discover your," and "embrace your" will resonate with the brand's tone.
• •Keep it Clear and Concise: In line with the value of simplicity, the copy should be easy to understand. Avoid overly technical jargon and get straight to the benefit for the customer.
• •Highlight "Smart" Beauty: Continuously reinforce the idea of "smart" products. This can be done by emphasizing dual-functionality, long-wear formulas, and time-saving application.
• •Showcase, Don't Just Tell: Utilize customer testimonials and user-generated content to provide social proof of the brand's promises. This authenticates the brand voice and builds community.

Social Perception

Perceived as ethical, trustworthy, and aspirational yet attainable. The brand is seen as committed to cruelty-free practices, reliable, and offering high-quality, desirable products that are accessible for everyday use, albeit within a currently small community.

Copy Examples

• •Confidence in a single swipe. Our Long-Wear, Velvet Matte Liquid Lipstick delivers bold, lasting color that takes you from your morning meeting to your evening out. Effortless beauty is here. #TruelleCosmetics #VelvetMatte #EffortlessBeauty
• •Your skin, but smarter. Discover our Cashmere Foundation for a soft-matte finish that feels as good as it looks. Buildable coverage for a flawless, natural look. #SmartBeauty #CrueltyFree
• •Welcome to the Truelle family! We believe beauty should be simple, smart, and always cruelty-free. Get ready to spend less time getting ready and more time enjoying life. Here's 10% off your first order to get you started. Use code: NEW10. #TruelleBeauty
• •One product, two uses, zero wasted time. Our Dual Powder acts as a foundation and a setting powder for a perfect finish on the go. Because you’ve got better things to do. #MakeupHack #FoundationRoutine #TruelleCosmetics
• •At Truelle Cosmetics, we're dedicated to one simple idea: smart, cruelty-free makeup that simplifies your life. We create professional-quality products designed for everyone, helping you feel confident and beautiful with minimal effort. We're proud to be Leaping Bunny certified, so you can always trust that our products are made with integrity.