Brand Tone

bold, edgy, and creative

Brand Values

• •Individuality and Self-Expression
• •Quality and Innovation
• •Cruelty-Free
• •Community

Best Practices

• •Embrace the Edge: Use bold, confident, and slightly provocative language in all your copy. Words like "daring," "unleash," "defy," and "electrify" will resonate with your target audience.
• •Highlight Uniqueness: Continuously emphasize what makes your products different. Focus on unique shades, innovative formulas, and the ability for customers to express their individuality.
• •Engage with Your Community: Adopt a conversational and inclusive tone when interacting with your followers. Make them feel like they are part of an exclusive club of creative individuals.
• •Stay True to Your Visuals: Ensure your copy complements your brand's dark and vibrant aesthetic. The language should be as visually striking as the makeup itself.
• •Be Transparent and Authentic: While maintaining an edgy persona, it's crucial to be transparent about your products and values. If there are any past issues or "drama," addressing them with honesty can build trust and reinforce a positive brand perception.

Social Perception

The public perception of Unearthly Cosmetics is largely positive among its target audience of makeup enthusiasts who favor bold and alternative styles. They are seen as an exciting indie brand that provides high-quality, unique products that are not readily available from mainstream brands. The brand's collaborations with influencers and the user-generated content on platforms like TikTok and Instagram have been instrumental in building this perception. However, the mention of "drama" on Reddit suggests that there may be some negative perceptions or past issues that could impact a wider audience. The rebranding from Alien Cosmetics to Unearthly Cosmetics might also cause some confusion for those not closely following the brand.

Copy Examples

• •Dare to be different. Our new Menacing Metals lipsticks deliver a high-impact, molten-metal finish that's as unique as you are. Glide on for a bold, multi-dimensional look that won't be ignored.
• •Unleash your inner artist. The Gory Glow highlighter palette lets you mix and match shades to create a custom glow that's all your own. From a subtle shimmer to a blinding, supernatural shine, the power is in your hands.
• •We're obsessed with this electrifying look created by @[username] using our 'Ancient' metallic lipstick. You are a true artist! Tag us in your creations to be featured.
• •Your new favorite look is calling. For a limited time, get 20% off all eyeshadow palettes and unleash your creativity. Don't just follow trends, set them.
• •Bold looks, no bunnies harmed. We're proud to be a 100% cruelty-free brand, because true beauty is kind. #CrueltyFreeBeauty #UnearthlyCosmetics