Brand Tone

Playful, Youthful, Trendy, Expressive

Brand Values

• •Accessibility & Affordability
• •Self-Expression
• •Fun & Joy
• •Trend-Consciousness
• •Inclusivity

Best Practices

• •Know Your Audience (Deeply): Always write with the young, trend-aware Claire's customer in mind. Use language, references, and humor that resonate with them (e.g., current slang, emojis, popular social media trends).
• •Embrace Positivity and Energy: Keep the tone upbeat, enthusiastic, and fun. Avoid overly serious or complex language. Focus on excitement, discovery, and the joy of self-expression.
• •Use Visual Language: Incorporate descriptive words that evoke the bright, colorful, and sparkling nature of the products. Think "glitter," "shine," "pop," "vibrant."
• •Stay Current with Trends (But Authentic): While it's important to be trendy, ensure it feels natural to the brand and not forced. Authenticity resonates more than simply chasing every new fad.
• •Develop a Brand Voice Guide: Create a simple internal guide with keywords, approved slang/emojis, "do's and don'ts" for tone, and examples of on-brand copy to ensure consistency across all writers and platforms. For Claire's, this would emphasize playfulness, youthfulness, and trendiness.

Social Perception

A brand specifically for children, tweens, and teenagers. Strongly associated with ear piercing services, often seen as a convenient and relatively inexpensive option. Recognized for its low price points and fun, vibrant image.

Copy Examples

• •✨ Shine BRIGHT like the star you are! 🤩 Our new Celestial Dreams earring collection just dropped, and it’s everything! 🌙💖 Which pair are you rocking first? #Claires #NewArrivals #SparkleSquad #OOTDgoals
• •(Upbeat trendy music) Hey Besties! 👋 Wanna see how to take your look from 🤫 to ✨WOW✨ with just THREE Claire's accessories? Let's GLOW UP! Duet this with your Claire's haul! #ClairesStyleChallenge #AccessoryHaul #GlowUp #TikTokMadeMeBuyIt
• •📚✏️ School Cool Starts Here! 🎒 Nail your first-day look with fresh accessories, cute backpacks & all the good vibes! Shop Back To School essentials now & own that hallway! 😎
• •🎉 BFF Alert! 🎉 Your exclusive treat is INSIDE! + 🤫 Sneak Peek at this weekend's HOTTEST drops!
• •Tell your story, one charm at a time! 💖 Our new Build-Your-Own Adventure Charm Bracelet is perfect for showing off ALL your unique vibes. Add a unicorn? 🦄 A BFF heart? 🫶 Your fave initial? ✅ Get creative and make it SO YOU! ✨