Brand Tone

energetic, bold, and celebratory. It aims to be seen as inclusive and empowering.

Brand Values

• •Self-Expression
• •Affordability and Luxury
• •Inclusivity and Diversity
• •Cruelty-Free

Best Practices

• •Embrace Bold Language: Use strong, active verbs and vibrant adjectives that reflect the colorful nature of the products. Words like "unleash," "ignite," "dazzle," and "transform" can be effective.
• •Champion Individuality: Frame your copy around the idea of self-expression and uniqueness. Ask questions that prompt creativity, such as "What will you create?" or "How do you wear it?"
• •Maintain an Energetic and Positive Voice: Keep the tone upbeat and celebratory. Use exclamation points where appropriate and maintain a sense of excitement around the products and the looks they can create.
• •Be Transparent About Affordability: Directly address the combination of quality and low price as a key brand benefit. This builds trust with consumers who are looking for value.
• •Visually Align Copy with Brand Imagery: Ensure that the copy and visual elements work together. The bold and vibrant tone of the writing should be matched by equally dynamic and colorful images and videos.

Social Perception

The perception of EVPCT Cosmetics is mixed but generally positive among those who have tried the products. Customers often praise the brand for its affordability and the pigmentation of its products. The brand is frequently mentioned in the context of "Amazon makeup must-haves" and is seen as a good value for the price. However, some customers have noted inconsistencies in product quality and issues with packaging. YouTube reviews further confirm this, with some users loving the products for their performance and price, while others are disappointed that the products don't always match the enhanced marketing photos. There is also a perception that the brand is a "cheap" or "dupe" brand, which can have both positive and negative connotations.

Copy Examples

• •Unleash your inner artist with our new Chroma-Glow palette. 18 shades of pure, explosive color. Why blend in when you were born to stand out? #EVPCT
• •Coffee, cocktails, or a quick kiss —our Everlasting Liquid Lipstick stays with you. Bold, beautiful, and unapologetically you. All day, every day.
• •Celebrate every color of you. This Pride, and always, we believe in the power of love, expression, and a killer cut-crease. Show us your #EVPCTPride.
• •Look like a million bucks without spending it. Our mission is to bring you luxury-quality makeup that fuels your creativity, not empties your wallet. #AffordableGlam
• •Fierce looks, kind heart. All of our products are 100% vegan and cruelty-free. Because beauty should never come at the cost of our furry friends.