Brand Tone

Professional, Innovative, and Aspirational

Brand Values

• •Quality
• •Innovation
• •Education
• •Empowerment

Best Practices

• •Lead with "Professional" and "Quality": Always use language that reinforces the brand's position as a high-grade, professional tool. Words like "premium," "advanced," "formula," and "high-performance" should be staples.
• •Balance Technical and Aspirational Language: While explaining the science (e.g., "enriched with Vitamin E," "Tripolymer technology"), always connect it back to the aspirational benefit (e.g., "visibly healthier nails," "a flawless finish that lasts").
• •Speak to the Artist: Address your primary audience—nail technicians—as the artists they are. Use empowering language like "elevate your craft," "your trusted partner," and "tools for your creativity."
• •Stay Visually-Driven on Socials: Copy should be concise and complement the visuals. Use captions to explain the result or the key product shown in the video or image, and use targeted hashtags to increase visibility within the Portuguese nail community.
• •Maintain a Consistent Educational Tone: Whether in a blog post, a workshop description, or a video tutorial, the brand should always sound like an expert guide. Provide clear, valuable information that helps users improve their skills, reinforcing the brand's value beyond the product itself.

Social Perception

A high-quality, reliable, and innovative European brand, perceived by its target audience as a respected professional tool. It is an investment in quality, trusted by technicians for professional-grade results, and viewed as a broader beauty expert.

Copy Examples

• •Elegance is at your fingertips. Introducing the 'Lisbon Twilight' collection. Five shades inspired by the city's unique glow, formulated with our signature durability. For the artist who demands perfection. #DidierLabPortugal #VernizGel #NailArtistPortugal #QualidadeProfissional
• •The foundation of flawless nails. Our Fiber Base Gel, enriched with Vitamin E and Calcium, doesn't just decorate—it protects and strengthens. Build better. Build with Didier Lab.
• •Stronger nails in less time? It's not magic, it's science. Our Premium Builder Gel offers superior adhesion and flawless leveling. Your clients will thank you. Link in bio! #DidierLab #ManicureEficiente #UnhasDeGel #PortugalNails
• •Subject: Your Art Deserves the Best Tools. At Didier Lab, we innovate so you can create. Discover our new advanced formula Top Coat that offers unparalleled shine for over 4 weeks. Explore the science behind the shine on our website.
• •Tired of products that don't last? Make the professional switch. Didier Lab offers premium gel polishes and nail care solutions trusted by technicians across Europe. Get 15% off your first professional order. #DidierLabPro #ManicureProfissional #UnhasResistentes