Brand Tone

Aspirational yet Accessible, Empowering, Expert-Driven, Sophisticated & Modern, Passionate & Authentic, Community-Focused

Brand Values

• •Quality & Performance
• •Artistry & Self-Expression
• •Inclusivity
• •Empowerment
• •Authenticity
• •Modernity
• •Community

Best Practices

• •Embody "The Modern Muse": Always write as if speaking to an intelligent, creative, and confident individual who is looking for inspiration and quality. Use language that empowers and uplifts.
• •Balance Aspiration with Accessibility: While showcasing beautiful, artistic looks, ensure the copy provides clear benefits, how-tos, or an inviting call to action that makes the user feel capable of achieving similar results or feeling good.
• •Channel Jamie's Voice (Subtly): Maintain a professional yet passionate and slightly warm tone, reflecting Jamie Genevieve's public persona as an expert who is also relatable and enthusiastic about makeup. Avoid overly technical jargon unless explaining a specific benefit clearly.
• •Prioritize Quality and Performance in Descriptions: When talking about products, focus on the tangible benefits – longevity, blendability, pigmentation, skin-friendly ingredients – reinforcing the brand's commitment to high-performing essentials.
• •Foster Community & Inclusivity: Use inclusive language ("everyone," "all Muses"). Encourage interaction, feature user-generated content when appropriate, and make your audience feel seen and valued. Address them directly (e.g., "your new go-to," "discover your signature").

Social Perception

Positive & Respected, Trusted, High-Quality/Luxury Feel, Creator-Led Success, Engaged Community

Copy Examples

• •Meet your new obsession. ✨ The Nova Glow Highlighter delivers ethereal radiance that catches the light, and your eye. Formulated for a seamless blend and lasting luminosity. Because every Muse deserves to shine. Tap to unveil your glow. #VIEVE #NovaGlow #ModernMuse
• •Smoky eye stressing you out? 🤯 Jamie breaks down her signature look in 60 seconds. Easy, iconic, and all VIEVE. Full tutorial on YouTube. What look do you want to master next? 👇 #VIEVEBeauty #SmokyEyeTutorial #MakeupTips #JamieGenevieve
• •VIEVE was born from a passion for artistry and the power of makeup to transform not just how you look, but how you feel. We believe in high-performance essentials that empower you to explore your creativity and define your own beauty. Inspired by our Muses, created by Jamie Genevieve. #VIEVE #MakeupForEveryone
• •Seeing all your incredible #VIEVELooks is the highlight of our day! 😍 Which VIEVE product can't you live without right now and why? Share your faves – you might just inspire another Muse! #VIEVECommunity #ModernMuse
• •Unlock Your Inner Artist. Discover VIEVE. From richly pigmented palettes to skin-loving essentials, find everything you need to express yourself. Crafted by experts, loved by Muses. Explore the collection. #VIEVEBeauty #Artistry