Brand Tone

Empowering, Confident, Accessible, Relatable, Inspirational, Aspirational, Community-Focused, Inclusive, Passionate, Authentic, Sassy, Full of Life, Modern and Chic.

Brand Values

• •Self-Expression and Individuality
• •Empowerment and Confidence
• •Quality and Performance
• •Community
• •Accessibility
• •Authenticity
• •Cruelty-Free and Vegan
• •Inclusivity

Best Practices

• •Embody Jamie's Voice (Authentic & Approachable): Write as if you're a knowledgeable, trusted friend giving makeup advice – be warm, encouraging, and genuine, reflecting Jamie's own communication style.
• •Focus on Empowerment and Self-Belief: Consistently weave messages of confidence, self-expression, and celebrating individuality into all copy. Use uplifting and positive language.
• •Highlight "Makeup That Gets You": Emphasize ease of use, versatility, and how the products fit into the user's life, whether they want a quick, natural look or something more glamorous. Avoid overly technical jargon unless explained simply.
• •Foster Community – Speak to Your "Muses": Address the audience directly and inclusively. Encourage interaction, user-generated content, and make them feel part of the VIEVE family. Use terms like "Muse" and "VIEVE family" where appropriate.
• •Maintain a Luxurious yet Accessible Feel: Balance sophisticated language that reflects product quality with a down-to-earth tone that makes the brand feel welcoming and not intimidating. Ensure visual branding aligns with this.

Social Perception

Highly Regarded, Community-Driven, Luxurious yet Attainable, Effective and Versatile, Founder-Led Appeal, Aspirational.

Copy Examples

• •Headline: Your Daily Dose of Confidence. Body: VIEVE is more than just makeup – it's your partner in expression. Discover easy-to-use essentials designed to make you feel like your most incredible self, every single day. Become your own Muse.
• •Headline: No Rules, Just You. VIEVE. Body: Forget complicated routines. Our high-performance formulas are made for real life and all your moods. From barely-there to full-on glam, create looks that are uniquely you. What will you inspire today?
• •Headline: By Jamie Genevieve, For Our Muses. Body: Born from a passion for artistry and a love for our community. VIEVE delivers luxurious, vegan, and cruelty-free makeup that performs. This is makeup that gets you.
• •Headline: Unlock Your Inner Artist. Body: Whether you're a seasoned pro or just starting to play, VIEVE offers buildable, blendable formulas that make artistry effortless. Full of life, full of possibilities.
• •Headline: Join the VIEVE Family. Body: It's not just about looking good, it's about feeling incredible. Our community of Muses inspires everything we do. Share your looks, share your confidence. Welcome home.