Brand Tone

empowering, glamorous, and aspirational

Brand Values

• •Quality and Luxury
• •Community and Empowerment
• •Self-Expression and Confidence
• •Cruelty-Free Options

Best Practices

• •Use Empowering Language: Employ strong, active verbs and positive affirmations. Words like "conquer," "own," "empower," "elevate," and "unleash" align with the brand's aspirational tone.
• •Focus on the Feeling, Not Just the Feature: Instead of only describing the lashes as "long and full," describe the *feeling* they provide: "command attention," "feel unstoppable," "boost your confidence."
• •Maintain a Consistent Voice Across Platforms: While the format may change (e.g., short and quippy for TikTok, more polished for Instagram), the core tone of glamour and empowerment should remain consistent.
• •Engage the Community: Use questions in captions ("Which lash style is your go-to for a night out?") and actively feature user-generated content. This reinforces the value of community and makes customers feel seen.
• •Highlight Key Values: Regularly incorporate terms like "luxury," "high-quality," and "cruelty-free" (where applicable) into product descriptions and posts to reinforce the brand's core principles.

Social Perception

Visible Lashes is perceived as a go-to brand for dramatic, high-impact false eyelashes, trendy and desirable within the online beauty community, and associated with a "glam" or "baddie" aesthetic through the transformative effect of its products.

Copy Examples

• •Don't just enter the room. Own it. Our 'CEO' lashes are for the moments you're not afraid to be seen. #VisibleLashes #LashGoals #Empowerment
• •Your mood changes, so why should your lashes stay the same? From dreamy and soft to bold and dramatic, we have a style for every side of you. Find your perfect pair. ✨ Shop now for 20% off your first order.
• •Luxury Lashes, Limitless Confidence. Discover the Visible Lashes difference and elevate your look today. Cruelty-free options available.
• •Watch how @[ambassador] gets this killer look with our 'DREAMY' lashes! 🔥 So lightweight you'll forget you're wearing them (but no one else will). #VisibleLashes #LashTutorial #BeautyHacks
• •Ready for your close-up? Your new favorite lashes are inside.