Brand Tone

Dark & Edgy, Glamorous & Alluring, Confident & Empowering, Playful & Creative, Community-Oriented & Inclusive

Brand Values

• •Individuality & Self-Expression
• •Cruelty-Free & Ethical Practices
• •High-Quality Products
• •Creativity & Thematic Storytelling
• •Handmade Aspect

Best Practices

• •Develop a "Dark Lexicon": Create a list of words and phrases that align with the "spooky glamour," gothic, and witchy aesthetic (e.g., "enchanting," "bewitching," "shadows," "crypt," "ethereal," "nocturnal," "spellbound," "unearth"). Use these consistently in product descriptions, social media captions, and email marketing.
• •Embrace Storytelling: Frame product descriptions and marketing campaigns around a narrative. Connect products to gothic themes, folklore, or dark fairytales to enhance the immersive experience.
• •Visual-Verbal Harmony: Ensure the tone of the copy perfectly complements the dark, glamorous, and edgy visuals used on the website and social media. The language should evoke the same feelings as the images.
• •Audience Connection through Shared Identity: Speak directly to the target audience's desire for individuality and self-expression within the alternative subculture. Use inclusive language that makes them feel part of an exclusive "coven" or community.
• •Maintain Authenticity in Engagement: When interacting with customers (comments, DMs, reviews), maintain the brand's confident yet slightly playful and mysterious tone. Address concerns professionally but without losing the brand's unique personality. If humor is used, ensure it's dark or witty, fitting the overall persona.

Social Perception

Generally well-regarded for its products and aesthetic by its target audience. The brand is recognized for its "grungy, spooky, gothic and emo vibes".

Copy Examples

• •Unearth the darkness within. Our new 'Midnight Bloom' palette blossoms with 12 intoxicating shades, from velvety mattes to spellbinding shimmers. Dare to create your own nocturnal fantasy. Embrace the shadows. #WickedWidowBeauty #MidnightBloom #SpookyGlamour
• •Adorn your claws with ethereal elegance. Each set of Wicked Widow press-on nails is handcrafted with a touch of magic and a whisper of the night. Instant glamour, undeniable wickedness. What spell will you cast? #WickedWidowNails #HandmadeHorror #GothicBeauty
• •At Wicked Widow Beauty, we believe true beauty lies in embracing your unique darkness. Our cruelty-free, vegan-optional potions are crafted for the bold, the rebellious, and the beautifully strange. Join our coven. #EmbraceYourDarkness #CrueltyFreeBeauty #AlternativeStyle
• •Summon your ultimate gothic icon! If you could raid the makeup crypt of any dark legend, whose would it be and what secrets would you unveil? Tell us below, creatures of the night! 🦇 #WickedWidowCommunity #GothIcons #DarkInspo
• •The witching hour approaches... and so does a wicked deal! For a limited time, ensnare your favorite dark delights with [discount]% off. Don't let these treasures vanish into the mist. Shop now before the spell breaks! #WickedSale #LimitedTimeMagic #SpookySavings