Brand Tone

Aspirational, educational, and community-focused, blending professionalism with a friendly, encouraging, and sometimes humorous voice. Empowering, confidence-building, with a "girl boss" entrepreneurial spirit.

Brand Values

• •Education and Empowerment
• •Quality and Safety
• •Community and Loyalty
• •Authenticity and Passion
• •Enhancing Natural Beauty

Best Practices

• •Always Lead with Empowerment: Frame every piece of copy, whether for clients or students, around the idea of building confidence, skills, or success. Use strong, active verbs that inspire action.
• •Speak the "Fam" Language: Consistently use community-centric terms like "lash fam," "lash boss," and "Vanity family" to reinforce the sense of belonging. Keep the tone approachable and supportive.
• •Balance Aspiration with Authenticity: While showcasing beautiful results and success stories, don't be afraid to share behind-the-scenes moments or relatable challenges. This transparency builds trust and strengthens the community bond.
• •Educate, Don't Just Sell: Position the brand as a generous expert. Offer tips, tricks, and valuable advice freely in social media captions, blog posts, and emails. This establishes authority and provides value beyond the product or service itself.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the sophisticated, clean, and aspirational look of the brand's visuals is matched by the empowering and educational tone of the copy across all platforms, from the professional website to playful TikTok videos.

Social Perception

Overwhelmingly positive, seen as an authority and expert in the lash industry. Clients praise welcoming atmosphere and confidence-boosting results. Students and professionals view it as a leader in education and high-quality supplies. Founder Luana is perceived as a passionate, hands-on expert. Active and supportive community with high loyalty.

Copy Examples

• •Stop dreaming, start doing. Our 'Beginner meets Lashes' workshop is more than a course; it's the first day of your new career. Learn the skills, business secrets, and get the lifetime support you need to build your own beauty empire. Ready to be your own boss? Link in bio to enroll.
• •Your daily routine just got a 10-minute upgrade. Wake up ready with our signature Volume Lashes. Customized to your eye shape, designed for your lifestyle. Book your transformation and experience the Vanity difference.
• •POV: Your lash cart is clean, organized, and stocked with the best. ✨ A streamlined setup is the first step to a flawless client experience. Our pre-made fan trays and quick-bond adhesive are here to make your lash game stronger and faster. #LashArtist #LashSupplies #LashBoss
• •Elevate. Equip. Educate. We provide more than just premium lash supplies; we provide the foundation for your success. Trusted by over 300 students and countless artists across Australia, our products are designed for safety, style, and superior results. Shop the collection pro artists swear by.
• •Hey, lash fam! This week, we're talking about tackling those tricky inner corners. It's a challenge we all face, but with the right technique (and our precision tweezers!), you can master it. Check out our new blog post for Luana's personal tips and a special 15% discount on all tweezers this week only. #VanityLashRoom