Brand Tone

empathetic, reassuring, and empowering

Brand Values

• •Embracing Natural Beauty at Any Age: Vitae Charm emphasizes that beauty is not limited by age and aims to help mature women highlight their existing beauty. The "pro-age" positioning is central to this value.
• •Quality and Efficacy: The brand highlights the quality of its products, focusing on benefits like clump-free application, smudge-proof wear, and suitability for sensitive eyes. They also mention using safe, hypoallergenic, vegan, and cruelty-free ingredients.
• •Customer-Centricity: Vitae Charm appears to value customer feedback and aims to address the specific needs of their target audience that they feel are unmet by mainstream cosmetics. They offer a money-back guarantee, indicating a commitment to customer satisfaction.
• •Confidence Building: A core message is that their products help women feel more confident and beautiful.

Best Practices

• •Know Your Audience Deeply: Continuously research and understand the specific concerns, desires, and language of mature women. Address them directly and respectfully.
• •Focus on Empowerment, Not Anti-Aging: Use positive, uplifting language that celebrates maturity rather than framing aging as a problem to be fixed. Phrases like "pro-age," "embrace your beauty," and "enhance your natural radiance" are good examples.
• •Highlight Benefits Relevant to Them: Emphasize solutions to common concerns like sparse lashes, sensitivity, and the desire for a natural yet enhanced look.
• •Maintain Authenticity and Transparency: Use real customer testimonials (with permission) and be clear about ingredients and product benefits. Avoid overly exaggerated claims.
• •Be Consistent Across All Channels: Ensure the same empathetic, reassuring, and empowering tone is used on the website, social media, email marketing, and any customer service interactions.

Social Perception

Positive Customer Experiences: Many customer reviews are positive, praising the mascara for its ability to lengthen and define sparse lashes without clumping or smudging. Users appreciate that it's easy to apply and remove, and suitable for sensitive eyes.

Copy Examples

• •Rediscover the joy of beautifully defined lashes. Our Pro-Age Mascara is lovingly crafted for your unique beauty, because elegance has no age limit.
• •Tired of mascaras that don't understand your lashes? Vitae Charm is here to listen. Experience gentle, clump-free volume that lets your natural radiance shine.
• •Embrace every chapter with confidence. Our Pro-Age Mascara enhances your eyes, making them sparkle with the wisdom and beauty of experience. Finally, a mascara made for *you*.
• •Sensitive eyes? Sparse lashes? We see you. Vitae Charm offers a kind touch and stunning results, so you can feel fabulous, effortlessly.
• •Don't let thinning lashes dim your light. Our nourishing Pro-Age formulas are designed to celebrate your beauty, today and every day.