# rms beauty Brand Voice Guidelines

This document outlines the core communication style, tone, and patterns for rms beauty, ensuring consistency and clarity across all brand touchpoints.

### Communication Style

**Overall Tone and Personality:**
The rms beauty brand voice is **expert, clean, and inviting**. It's authoritative in its knowledge of clean beauty and product efficacy, yet always approachable and focused on empowering the customer. We aim for a tone that is both aspirational and practical, highlighting luxury and performance without being overly formal or exclusionary.

**Key Stylistic Elements and Patterns:**
*   **Benefit-driven language:** Content consistently highlights what the product *does* for the customer (e.g., "Radiance Locking," "Volumizing," "Hydration & Long-Lasting Wear").
*   **Emphasis on quality and values:** Frequent use of terms like "Award Winners," "Sustainable Beauty," "Clean Essentials."
*   **Direct and concise:** Headlines and navigation are typically short, clear, and to the point.
*   **Intriguing product naming:** Product names often use evocative words and a "Re-" prefix (e.g., "ReEvolve," "ReDimension," "ReFresh") to suggest transformation and renewal.
*   **Use of strong adjectives:** "Legendary," "Signature," "Sheer," "Matte," "Straight Up™."

**Vocabulary Preferences and Word Choices:**
*   **Core Vocabulary:** Radiance, glow, hydrate, sheer, luminizer, volumizing, peptide, correcting tint, clean, sustainable, award-winning, best sellers, essentials, signature, secrets, pure, natural, healthy.
*   **Benefit-focused terms:** locking, enhancing, brightening, perfecting, transforming, nourishing, protecting.
*   **Avoid:** overly scientific jargon without clear explanation, casual slang that might detract from the premium feel.

### Content Patterns

**Common Themes and Topics:**
*   **Product Efficacy & Benefits:** How products deliver specific, visible results (e.g., "24 Hour Hydration & 8 Hour Long-Lasting Wear").
*   **Brand Values:** Commitment to "clean" and "sustainable" beauty.
*   **Promotions & Rewards:** Highlighting current offers, loyalty programs, and incentives.
*   **Curated Looks & Routines:** Guiding customers to achieve specific styles or skincare goals (e.g., "Rose-Marie's Signature Style," "The Five Minute Face," "Rose-Marie's Skincare Secrets").
*   **New Arrivals & Trending Products:** Keeping the audience informed about the latest innovations.

**Structural Approaches to Content:**
*   **Prominent Promotional Banners:** Clear, concise offers at the top of pages.
*   **Categorized Navigation:** Logical and intuitive menus (Shop All, Face, Lips, Eyes, Skincare).
*   **Sub-categories and Curated Collections:** Further organizing products for easier discovery.
*   **Bulleted lists:** Often used for benefits or product features for scannability.
*   **Product-focused headlines:** Bold and descriptive titles that immediately convey what the product is.

**Call-to-Action Styles and Patterns:**
CTAs are direct, action-oriented, and often incorporate a sense of discovery or benefit.
*   **Direct Commands:** "Shop All," "Book Artist Advice," "Find Your Shade," "CREATE ACCOUNT."
*   **Benefit-led:** "Give $20, Get $20," "Up To 10% Rewards Every Time You Shop."
*   **Intriguing:** "Your Free Accessory Awaits."
*   **Interactive:** "Let's Chat!"
*   Often accompanied by arrows (>) or bolding for emphasis.

### Audience Interaction

**How the Brand Addresses its Audience:**
The brand addresses its audience directly using "You" and "Your," fostering a personal connection and focusing on individual benefits. It positions itself as a helpful guide and expert resource.

**Level of Formality and Relationship Style:**
The relationship is **respectful and empowering**. It's friendly and approachable enough to offer "Artist Advice" and "Let's Chat!", but maintains a level of sophistication appropriate for a premium beauty brand. It's a mentor-like relationship, guiding customers towards effective, clean beauty choices.

**Engagement and Conversation Patterns:**
*   **Proactive Assistance:** Offering "Need Help?" with multiple contact options.
*   **Incentivized Engagement:** Encouraging participation through rewards programs and referral bonuses.
*   **Personalized Guidance:** Providing tools like "Find Your Shade" quizzes and "Book Artist Advice" sessions.
*   **Showcasing Expertise:** Highlighting "Award Winners" and "Rose-Marie's Signature Style" to build trust and authority.

### Guidelines & Examples

**Do's for Brand Communication:**
*   **DO** emphasize the "clean" and "sustainable" aspects of products.
*   **DO** highlight product benefits clearly and concisely.
*   **DO** use evocative and descriptive language, especially for product names.
*   **DO** encourage engagement through promotions, rewards, and personalized advice.
*   **DO** maintain a balance between expert authority and friendly approachability.
*   **DO** use direct, action-oriented calls to action.

**Don'ts for Brand Communication:**
*   **DON'T** use overly casual or unprofessional language that might diminish the brand's premium feel.
*   **DON'T** be vague about product benefits or ingredients; clarity is key.
*   **DON'T** overload content with jargon without providing context or explanation.
*   **DON'T** miss opportunities to link to related content (e.g., curated routines, ingredient spotlights).

**Example Phrases and Expressions that are "On-Brand":**
*   "Your Free Accessory Awaits."
*   "Up To 10% Rewards Every Time You Shop."
*   "Award-Winning Clean Beauty Must-Haves."
*   "Sustainable Beauty."
*   "ReEvolve Radiance Locking Primer."
*   "The Five Minute Face: everyday clean essentials."
*   "Legendary Lip Oil for a sheer, nourishing glow."
*   "Book Artist Advice for personalized recommendations."

**Content Types and Formats the Brand Uses:**
*   Promotional banners and pop-ups
*   Product listings and detailed descriptions
*   Category pages with curated collections
*   Navigation menus and sub-menus
*   Help/FAQ sections and customer service contact options
*   Quizzes (e.g., "Find Your Shade")
*   Curated style guides and routine suggestions