Brand Tone

Conscious and Passionate, Empowering and Authentic, Artistic and Inspired, Friendly and Approachable, Transparent and Honest

Brand Values

• •Sustainability and Environmental Responsibility
• •Natural and Nourishing Ingredients
• •Female Empowerment and Inclusivity
• •Artistry and Self-Expression
• •Quality and Efficacy
• •Transparency
• •Innovation

Best Practices

• •Prioritize Purpose: Always lead with the "why" – the commitment to sustainability, natural ingredients, and empowering self-expression. This should be woven into all communications, from product descriptions to social media posts.
• •Embrace Storytelling: Share the founders' journey, the inspiration behind color collections, and customer stories. This makes the brand more relatable and reinforces its authentic, passionate tone.
• •Use Conscious Language: Employ words that reflect the brand's values: "nourishing," "sustainable," "plant-powered," "plastic-free," "compostable," "artisan-made," "conscious beauty." Avoid overly technical jargon and focus on clear, honest communication.
• •Maintain an Empowering and Inclusive Voice: Address the audience directly, encouraging them to "express themselves" and "feel beautiful." Celebrate individuality and avoid language that promotes unrealistic beauty standards.
• •Be Visually Consistent: Ensure that all visual content (photography, graphics) aligns with the brand's artistic, nature-inspired, and clean aesthetic. This visual consistency will reinforce the verbal tone.

Social Perception

Innovative and Eco-Friendly, High Quality, Ethical and Trustworthy, Creative and Fun, Customer-Focused, Empowering

Copy Examples

• •Headline: Beyond Beauty. Beyond Plastic. Body: Discover Vermouth Beauty: vibrant, artist-inspired lip crayons made with nourishing, plant-powered ingredients. Finally, color that feels as good as it looks, in 100% compostable packaging. Express yourself, naturally. (Tone: Conscious, Empowering, Inspired)
• •Headline: Your Lips, Your Canvas, Our Colors. Body: Unleash your inner artist with Vermouth Beauty lip crayons. Blendable, buildable, and bursting with nature-inspired shades. Create your unique look while caring for your lips and the planet. Artistry meets sustainability. (Tone: Artistic, Playful, Conscious)
• •Headline: Feel-Good Color. Guilt-Free Glamour. Body: Why choose between stunning lips and a healthy planet? Vermouth Beauty offers luxurious, long-lasting lip color that's 100% plastic-free and packed with nourishing botanicals. It’s time to shine, sustainably. (Tone: Empowering, Confident, Transparent)
• •Headline: Founded by Women, Inspired by Nature, Loved by Lips. Body: We created Vermouth Beauty because we believe in lipstick that’s kind to you and the Earth. Our plant-based crayons deliver rich, moisturizing color that adapts to your unique beauty. Join the Vermouth Beauties. (Tone: Friendly, Authentic, Inclusive)
• •Headline: The Future of Lipstick is Here. (And it’s Beautifully Green.) Body: Say goodbye to plastic waste and hello to vibrant, sustainable lip color. Vermouth Beauty’s innovative lip crayons are made with love, art, and the planet in mind. Explore our flights and find your perfect shades. (Tone: Innovative, Passionate, Conscious)