Brand Tone

Professional & Elevating, Supportive & Empowering (for Lash Artists), Quality-Focused, Accessible & Value-Oriented (in some aspects), Ethical Consideration, Community/Engagement (emerging on TikTok)

Brand Values

• •Quality & Excellence
• •Artistry & Creativity
• •Professional Development & Empowerment
• •Client Satisfaction (for the lash artist's client)
• •Ethical Practices
• •Accessibility/Value

Best Practices

• •Develop a Brand Voice Guide: Document the core attributes of your brand's tone (e.g., Professional, Elevating, Supportive, Quality-Focused, Ethical). Include a list of "do" and "don't" words and phrases. For UNICA, "do" words might include: premium, elevate, artistry, precision, professional, master, unlock, quality, curated, flawless. "Don't" words might include: cheap, basic, ordinary, average.
• •Focus on the "Why": Connect product features to the benefits for the lash artist and their clients. Instead of just saying "quality tweezers," explain why they are quality and how that elevates the artist's work (e.g., "meticulously crafted for ultimate precision, allowing for flawless isolation and fan creation").
• •Know Your Audience Segments: While the core audience is lash professionals, acknowledge if certain communications (like a TikTok post about a general beauty product) might target a broader audience. Adapt slightly while keeping core values (like quality, even if it's a featured third-party product) consistent. The language for a professional lash artist will differ from that for a general consumer interested in a Moroccanoil product.
• •Use Consistent Terminology: When referring to your products, training, or brand philosophy, use the same terms across all platforms (website, social media, email). For example, consistently use "premium cashmere lash trays" or "elevate your artistry."
• •Incorporate Values into Storytelling: Weave your brand values (Quality, Artistry, Empowerment, Ethical Practices) into your copy. For instance, when talking about cashmere lashes, reiterate the "cruelty-free" aspect and how it aligns with modern client expectations, thus empowering the artist. When promoting training, focus on how it "unlocks potential" and helps artists "master the art."

Social Perception

Specialized & Professional (for lash products), Good Value (potentially), Emerging & Diverse, Helpful Customer Service (based on limited reviews), Somewhat Niche

Copy Examples

• •Headline: Elevate Your Craft. Define a New Standard in Lash Artistry. Body: As a dedicated lash artist, you demand precision, quality, and products that inspire. UNICA empowers your talent with premium cashmere lash trays, professional-grade adhesives, and meticulously crafted tweezers. Deliver breathtaking results that speak volumes. Explore the collection and unlock your next level.
• •Headline: The Secret to Unforgettable Lashes? It's in Your Hands – And Ours. Body: Create looks that captivate. Our .03 D-Curl Single Length Lashes offer artistic flexibility for those full, fluffy handmade fans your clients dream of. Experience the UNICA difference: deep black finish, effortless application, and the quality to build your reputation.
• •Headline: More Than Products. A Partnership in Your Artistry. Body: UNICA is committed to your success. From our cruelty-free Cashmere Lashes to expert-led Lash Training Courses, we provide the tools and knowledge to help you thrive. Invest in your passion, and let your artistry shine.
• •Headline: Precision. Performance. Perfection. UNICA Lash Essentials. Body: Every client is a masterpiece. Our professional-grade adhesives and precision tweezers are engineered for flawless application and long-lasting results, ensuring your work remains impeccable. Choose UNICA, where quality meets artistry.
• •Headline: Unlock a New Spectrum of Creativity with UNICA Colored Lash Trays. Body: Dare to be different. Our vibrant Unicorn and Aqua Mixed Lash Trays are designed for the lash artist ready to push boundaries and offer clients truly unique, eye-catching styles. Effortless application, stunning results.