Content Style Guide: Adora Makeup Artistry Tools

Welcome to the Adora Makeup Artistry Tools (Adora) content style guide! Just as we encourage, inform, and support our customers through their experience with our product, this guide exists to encourage, inform, and support everyone who writes about our company and products. We hope you’ll find it helpful!

Brand Story

Adora Makeup Artistry Tools (Adora) began as an idea in 2020. As online meetings became a normal part of many people’s lives, there was an increased interest in cosmetic products. Adora’s founder was frustrated by the disposable nature of beauty and makeup tools, given the great deal of waste already being generated by disposable masks, gloves, and food containers at that time. As a professional makeup artist, she could not settle for lower-quality makeup tools that were touted as being environmentally-friendly. She believed there was a better way and set out to create a line of high-quality makeup artistry tools that are crafted with the best sustainable materials, packaged with minimalism in mind, and shipped with care. Adora Makeup Artistry Tools are built to last, creating lasting beauty for customers and the environment.

Brand Voice

  • Compassionate: We care about the environment and our customers. We are mindful of our users’ goals, motivations, preferences, and concerns.
    • Do: Keep the user’s feelings and frustrations in mind.
    • Do: Understand users may have had a negative experience with subscription services or environmentally-friendly products in the past.
    • Don’t: Use confusing language.
    • Don’t: Sound pretentious or judgmental.
  • Friendly: Our products are environmentally-friendly and we are friendly to our customers.
    • Do: Support the user’s journey with smart, helpful copy.
    • Do: Look for opportunities to engage the user with conversational language.
    • Don’t: Use language that makes users feel excluded or unwelcome.
    • Don’t: Over-use punctuation and interjections.
  • Creative: We create art with makeup, craft high-quality makeup tools with sustainable materials, and design excellent experiences for our customers.
    • Do: Encourage users to have fun and try new things.
    • Do: Write for users of all makeup skill and experience levels.
    • Don’t: Sound pushy or aggressive.
    • Don’t: Use industry-jargon or technical terms.

Brand Messaging

  • Makeup artistry tools that are crafted with the best sustainable materials, packaged with minimalism in mind, and shipped with care
  • Our sustainable makeup tools and subscription bundles empower our customers to buy environmentally-friendly products without sacrificing quality or convenience.
  • Adora Makeup Artistry Tools are built to last, creating lasting beauty for customers and the environment.
  • Beauty forever

Visual Identity

Adora Makeup Artistry Tools Visual Identity including fonts and brand colors.