Brand Tone

Cheeky, Playful, Sophisticated, Posh, Confident, Fearless, Approachable, Trustworthy, Imaginative, and Fun

Brand Values

• •Clean Beauty/Toxin-Free
• •High Performance & Quality
• •Cruelty-Free
• •Innovation & Imagination
• •Customer Well-being & Feel-Good Factor
• •Inclusivity

Best Practices

• •Embrace the "Posh & Playful" Duality: Consistently balance sophisticated language with witty, cheeky interjections or playful observations. Avoid being overly formal or, conversely, too casual to the point of losing the "posh" element.
• •Highlight "Feel Good Beauty": Always weave in the benefits of the clean, skin-loving ingredients and the cruelty-free commitment. This reinforces trust and the brand's core values.
• •Use Vivid and Imaginative Language: Reflect the brand's promise of "fun, imaginative products" in the copy. Use evocative descriptions for colors and product experiences.
• •Maintain a Confident Voice: The copy should sound self-assured and knowledgeable about beauty and style, reflecting the brand's "fearless" attribute.
• •Incorporate a Touch of British Wit (Subtly): Where appropriate, a slight British colloquialism or a "cheeky" turn of phrase can reinforce the brand's London-inspired heritage without alienating a global audience. Monitor for cultural appropriateness.

Social Perception

Premium and High Quality, Ethical Choice, Trendy and Fashion-Forward, Fun and Playful, Trustworthy, Evolving Brand

Copy Examples

• •Headline: Naughty Colours. Nice Ingredients. That’s butter LONDON. Body: Dare to be bold without the harsh bits. Our 10-Free lacquers and clean cosmetics give you runway-ready looks that love your skin back. Go on, be a little cheeky.
• •Social Media Post (Image: Vibrant flat lay of nail polishes and a new eyeshadow palette): Feeling posh? Or perhaps a bit playful? Why choose? 😉 Our latest collection brings the London edge with formulas so clean, they’re practically angelic. #butterLONDON #FeelGoodBeauty #CleanCosmetics #CheekyAndChic
• •Product Description (for a bold lipstick): Pucker up, darling. This isn't just lipstick; it's an attitude. Rich, creamy, and packed with good-for-you botanicals, it’s the perfect accomplice for your most audacious moments. Cruelty-free, of course. Because true beauty is never beastly.
• •Email Subject Line: Your Nails Called, They’re Bored. Email Body Snippet: Don’t let your fingertips suffer from the mundane! Inject some London flair with our imaginative shades and treatments. Pure, playful, and performing brilliantly – just like you. Explore what's new (and oh-so-good for you!).
• •Website Banner: Seriously Good Formulas. Irreverently Fabulous Colour. This is butter LONDON.