Brand Tone

Empowering and Authentic, Friendly and Approachable, Problem-Solving and Reassuring, Informative and Benefit-Oriented

Brand Values

• •Authenticity & Self-Expression
• •Ease of Use & Simplicity
• •Healthy Beauty
• •Inclusivity
• •Customer-Centricity

Best Practices

• •Always Lead with "You": Center the messaging around the customer, their needs, their beauty, and their self-expression. Use direct address (e.g., "You," "Your").
• •Emphasize Ease and Simplicity: Consistently highlight how quick, effortless, and user-friendly the products are. Avoid jargon where possible or explain it simply.
• •Maintain an Empowering & Positive Voice: Use encouraging language that builds confidence and promotes authenticity. Steer clear of language that suggests a need to "fix" flaws, instead focusing on "enhancing" and "perfecting" what's already there.
• •Clearly Communicate Core Values: Weave in mentions of "vegan," "cruelty-free," "paraben-free," and "healthy formulations" naturally within product descriptions and brand storytelling to reinforce these important identifiers.
• •Be Relatable and Authentic: Reflect the founder's journey and the brand's mission of self-acceptance. Use a conversational, friendly, and approachable style, as if speaking directly to a friend. Avoid overly technical or clinical language.

Social Perception

Positive for Product Efficacy (largely for tints and mascara), Appreciation for "Clean" Formulations, Loyalty from previous Per-fekt users, Mixed regarding Consistency/Some Product Performance, Seen as a Solution for Mature Skin, Empowering Message Resonates

Copy Examples

• •Headline (Website/Social Media Ad): "Your Beauty, Your Rules. Effortless, Healthy, YOU. Discover Hi Beautiful You."
• •Product Description Snippet (Skin Perfecting Tint): "Tired of heavy foundations? Our Skin Perfecting Tint glides on like a dream for a 'your-skin-but-better' look in seconds. Buildable, breathable, and packed with skin-loving ingredients. Just pat, smooth, and glow. #HiBeautifulYou #JustBeYou #EffortlessBeauty"
• •Instagram Caption: "Embrace your authentic glow! ✨ Our vegan, cruelty-free makeup is designed to celebrate YOU, just as you are. Easy to use, impossible to mess up. What makes you feel beautiful today? Share below! 👇 #AuthenticBeauty #HealthyMakeup #HiBYBeauty"
• •Email Subject Line: "Simplify Your Routine, Amplify Your Confidence! ✨ Email Body Snippet: Hi Beautiful, ready for makeup that feels as good as it looks? At Hi Beautiful You, we believe in easy, healthy glam that lets your true self shine. Explore our multi-tasking heroes..."
• •Facebook Ad Copy: "Remember when makeup was fun and easy? It still is! Hi Beautiful You offers quick-application, skin-friendly essentials created to help you feel amazing. From perfecting your skin tone to defining those lovely lashes, all without the fuss. Cruelty-free, vegan, and always about YOU. Shop now and rediscover your beautiful. #MadeInLA #VeganBeauty #EasyGlam"