Brand Tone

Professional and Expert, Empowering and Supportive, Aspirational and Quality-Focused, Approachable and Real, Innovative

Brand Values

• •Education
• •Quality
• •Innovation
• •Empowerment
• •Inspiration
• •Customer Focus
• •Community
• •Integrity and Trustworthiness

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., expert yet approachable, empowering, aspirational, innovative) with clear do's and don'ts. Share this with anyone creating content.
• •Embody Your Values in All Communication: Ensure your copy consistently reflects LashJoy's core values of quality, education, innovation, empowerment, and community. Let these principles guide the messaging.
• •Prioritize Educational and Value-Driven Content: Continue to provide content that genuinely helps lash artists improve their skills and business, reinforcing your position as an expert and supportive leader in the industry.
• •Maintain Professionalism with a Touch of Passion: While upholding a high standard of professionalism in product descriptions and official communications, allow the passion for the lash industry and for empowering artists (often channeled through Joy Crossingham's voice) to shine through, particularly in social media and blog content.
• •Listen and Engage with Your Community: Actively monitor how your audience perceives your brand through reviews, comments, and social media interactions. Use this feedback to refine your tone and ensure it resonates authentically with your target market of lash professionals.

Social Perception

LashJoy is perceived as a premium and reputable brand within the lash industry, particularly in Australia. They are seen as leaders in lash education, with Joy Crossingham being a highly respected figure. Customers and students generally view their products and courses as high-quality and effective, contributing to their professional growth. The brand is associated with success and aspiration for lash artists aiming to elevate their skills and business. There's an understanding that their offerings might be at a higher price point, but this is often justified by the perceived value and quality. The recent rebranding efforts appear to be strengthening their image as a modern, luxury-aligned brand.

Copy Examples

• •Unshakeable Bonds, Unforgettable Lashes. Experience the Aquila Low Difference – Where Flawless Retention Meets Ultra-Low Fumes. Elevate Your Artistry.
• •Ready to transform your lash game from passion to empire? 👑 Our [Course Name] isn't just training; it's your blueprint for success. Learn from the industry's best, join a thriving community, and unlock your true potential. Link in bio to enroll in the LashJoy revolution! #LashJoyAcademy #LashBoss #EmpoweredByLashJoy
• •Innovation Unveiled: Discover the [New Product] That Will Redefine Your Lash Sets.
• •LashJoy: Premium Supplies. Elite Education. Empowering Artists Worldwide. Consistently Excellent, Forever Innovating.
• •At LashJoy, we believe in transparency and empowering our artists with facts, not fear. Today, we're diving deep into [Industry Topic], separating myth from reality to help you make informed choices for your business and clients. #LashJoyIntegrity #EducatedArtist