Tone of voice

The world of make-up and cosmetics is alien to me.

But my daughter works for Sephora. So she knows her stuff.

And she was telling me about a brand called Glossier.

Now like I said, I'm no expert, but I reckon the copy above has a terrific tone of voice.

"Skin first. Make-up second. Smile always."

Great advice. Especially for young girls.

And I really like the use of emojis too. Which is not an area many brands can play in.