Tono de Marca

Bold, Urban, Unapologetic, and Aspirational

Valores de Marca

• •Accessible Glamour
• •Bold Self-Expression
• •Confidence and Ambition

Mejores Prácticas

• •Define and Document the Brand Voice: Create a "Brand Bible" that explicitly lists key terms (e.g., "Cash Babe," "Dope," "Hella," "Gritty"), defines the aspirational-yet-accessible tone, and provides clear examples of on-brand and off-brand copy.
• •Correctly Identify the Target Audience: The foundation of all messaging is knowing who you're talking to. The brand's messaging was for young, trend-focused women, and all copywriting should have been tailored exclusively to this demographic, ignoring the incorrect "Families" label.
• •Align Visuals with Tone: Ensure all photography, graphics, and video content visually match the "Gritty. Grimey. Glam." aesthetic. Use bold, high-contrast, and confident imagery that reflects an urban, fashion-forward lifestyle.
• •Live the Brand Persona in Community Management: All interactions on social media—from responding to comments to answering DMs—should be done in the brand's unique voice. Address customers as "Cash Babes" and maintain a friendly, confident, and slightly edgy tone.
• •Embed the Voice in All Microcopy: The brand's personality should extend to every corner of the customer experience, including button text ("Get Mine" instead of "Buy Now"), confirmation emails, and even error messages. This creates a cohesive and immersive brand world.

Percepción Social

The brand aimed to be perceived as the go-to source for trendy, dramatic eyelashes among young, style-conscious women, likely within the Gen Z and Millennial demographics. The strategy was to build a cult following or a community of "Cash Babes" who resonated with the brand's edgy, urban-luxe identity. It wanted to be seen as authentic and connected to street style, rather than as a mainstream, generic beauty company.

Ejemplos de Copy

• •Don't just walk in, make an entrance. Our 'Gritty. Grimey. Glam.' lashes are for the unapologetic you. This is that Super Hella energy. #HellaCashLash #LashGame
• •Your Lash Game Just Leveled Up. Welcome to the Cash Collection.
• •Hey Cash Babe, your new favorite lashes are here. Ready for a look that's as bold as you are? We just dropped new styles designed to make you look and feel like a million bucks. Peep the collection now.
• •This isn't just a lash, it's your new power move. The 'CEO' style is a 3D mink lash that brings the drama and the confidence. Perfect for closing deals, owning the night, and reminding everyone who's in charge.
• •Tired of boring? Get lashes with attitude. Shop Super Hella Cash Lash for looks that kill, not bills that sting. Use code CASH50 for BOGO 50% off and double up on dope style.