Brand Tone

Approachable and Friendly, Value-Oriented and Accessible, Caring and Compassionate, Informative and Helpful, Trustworthy and Transparent

Brand Values

• •Accessibility
• •Kindness and Compassion
• •Quality
• •Inclusivity
• •Community
• •Transparency and Authenticity
• •Positive Impact
• •Continuous Improvement

Best Practices

• •Prioritize "Accessible Luxury": Always frame product descriptions and promotions around the core idea of getting high-quality, desirable beauty products at surprisingly affordable prices. Use words like "unlock," "discover," "value," and "smart."
• •Weave in the "Giving Back" Narrative: Whenever relevant, connect purchases to the brand's social mission. This reinforces the compassionate value and gives customers an additional positive reason to buy. Phrases like "every purchase empowers" or "beauty with a purpose" can be used.
• •Maintain a Friendly, Inclusive Voice: Address the audience in a warm, welcoming manner. Use "you," "we," and "our community" to foster a sense of belonging. Avoid overly technical jargon unless explained simply. Emphasize diversity and catering to all beauty lovers.
• •Be Genuinely Enthusiastic but Transparent: Convey excitement about the products and the deals, but always ensure honesty in descriptions and claims. If a product is a "super steal" or a "limited-time offer," say so, but avoid hype that can't be backed up. This aligns with the "transparency and authenticity" value.
• •Focus on Empowerment and Confidence: Position beauty products as tools for self-expression and confidence-boosting, rather than just for covering flaws. The tone should be uplifting and positive, aligning with making people "look and feel your best."

Social Perception

Positive for Value and Mission, Mixed on Consistency (Marketplace Platforms), Seen as a Discount Retailer, Generally Trustworthy but with Some Caution, Emerging Online Community

Copy Examples

• •Beauty That Gives Back. Look Good, Do Good. At VIAI BEAUTY, we believe gorgeous looks and a generous spirit go hand-in-hand. Every product you purchase helps us support vital education and healthcare programs in underserved communities. Shine inside and out with beauty that makes a difference.
• •Your Favorite Brands, Unbelievably Priced. Unlock access to top-tier makeup and skincare without emptying your wallet! VIAI BEAUTY brings you the products you love at prices that feel like a dream. Accessible luxury is now a reality.
• •Join Our Beauty Family! Kind Hearts & Killer Looks. Become part of the VIAI BEAUTY community – a quirky, caring crew that celebrates beauty in all its forms. We’re more than just a store; we’re a movement of kindness, quality, and accessible glam for everyone.
• •Honest Beauty, Transparent Prices. We're committed to clarity. From our carefully curated, high-quality products to our straightforward, amazing prices, VIAI BEAUTY believes in honesty. Feel confident in every purchase, knowing you're getting the best, a great deal, and supporting a brand that cares.
• •Fresh Finds! Hot Deals on Must-Have Beauty. Discover the latest beauty obsessions and cult classics at VIAI BEAUTY – all with incredible savings! We’re constantly updating our collection to bring you the best in makeup, skincare, and more, because everyone deserves to feel fabulous.