Brand Tone

aspirational yet accessible, encouraging and empowering, chic and sophisticated, friendly and community-focused, helpful and practical

Brand Values

• •Self-Care
• •Convenience
• •Accessibility & Affordability
• •Creativity & Self-Expression
• •Quality
• •Ethical Practices

Best Practices

• •Lead with Self-Care: Frame all messaging around the core value of nail care as an easy and rewarding personal ritual, not just a beauty chore. Use words like "ritual," "habit," "boost," and "me-time."
• •Balance Aspiration with Accessibility: Use chic, elegant language and high-quality visuals, but always pair it with practical messaging that emphasizes ease of use, speed, and affordability. The tone should say "this luxury is for you, and it's easy."
• •Champion Your Community: Continuously feature User-Generated Content (UGC). When reposting, use encouraging and celebratory language ("We LOVE this look on you!"). This builds authenticity and makes the brand feel more like a community than a corporation.
• •Keep it Clean and Empowering: Whether writing a caption or a product description, use clear, concise, and positive language. Focus on the feeling the user will get: "confidence," "polished," "creative," "effortless style."
• •Educate and Inspire: Use social media, especially TikTok and Instagram Reels, to create helpful tutorials and styling inspiration. This reinforces the brand's value of convenience and positions it as an expert and trusted resource in at-home nail care.

Social Perception

The public and customer perception appears to be positive, driven by the brand's strong visual and community-building strategy on social media. Customers are positioned as co-creators through the use of their photos, which fosters loyalty and authenticity. The brand is perceived as modern, stylish, and trustworthy. The general conversation around semi-cured gel nails supports the brand's claims of ease and quality, making it a desirable product for those interested in DIY beauty solutions.

Copy Examples

• •Your new self-care ritual has arrived. ✨ Meet 'Souveraine,' our latest design for a touch of everyday elegance. Because you deserve a salon-perfect manicure without ever leaving home. Which design are you trying this week? 💅 #VingtEtUnNails #GelNailStickers #AtHomeMani
• •Effortless Style at Your Fingertips. Salon-Quality Gel Nails in Minutes. Discover Your 21-Day Habit.
• •From box to brilliant in 60 seconds. ✨ That’s all it takes. #NailTutorial #SemiCuredGelNails #ASMR #NailWrap
• •Ready for your confidence boost? Your weekly manicure is inside.
• •The Easiest Manicure You'll Ever Do. Tired of expensive salon visits and chipped polish? VINGT ET UN delivers flawless, long-lasting gel nails you can apply at home in minutes. Vegan, cruelty-free, and available in dozens of stunning designs. Tap 'Shop Now' to start your new self-care habit!