Brand Tone

Aspirational & Professional, Innovative & Tech-Forward, Helpful & Supportive, Confident & Results-Oriented

Brand Values

• •Innovation
• •Quality
• •Customer-Centricity
• •Achievable Beauty
• •Cruelty-Free
• •Community & Giving Back

Best Practices

• •Embrace Innovation in Language: Use words that convey modernity, advancement, and ease-of-use when describing the technology (e.g., revolutionary, groundbreaking, effortless precision, smart beauty).
• •Frame copy to anticipate customer questions and provide solutions, reinforcing the idea of a helpful beauty partner.
• •Be Confident but Believable: Back up claims with specifics (e.g., 10X less makeup, lasts up to 18 hours) and testimonials where possible.
• •Every touchpoint should reinforce the brand's commitment to quality and beautiful results.
• •Address customer concerns transparently and offer clear solutions for issues like auto-ship programs and returns.

Social Perception

Generally positive, but with some concerns about learning curve, billing practices, and color matching. Aim to reinforce the positive aspects while addressing the concerns transparently.

Copy Examples

• •LuminessAir #FlawlessFinish #BeautyTech
• •Find your perfect shade with our AI-powered matching tool.
• •Try our system risk-free with our 30-day money-back promise and dedicated expert support.
• •Experience complexion perfection with our airbrush makeup system.
• •Discover the viral foundation on social media and achieve a flawless finish.