Hourglass Tone of Voice — Ethical & Luxurious

Tagline: "Cruelty-Free Luxury Beauty"

Industry: Cosmetics

Sector: Beauty

How Hourglass Communicates

Hourglass ties makeup to luxury without cruelty. "Cruelty-Free Luxury Beauty" frames the brand around high-end, innovative cosmetics that are entirely cruelty-free and moving fully vegan — ethical, luxurious, innovative. The voice is ethical-luxury-beauty and confident, selling the idea that prestige beauty can be kind, positioning Hourglass around sleek, high-performance makeup that proves you do not have to choose between genuine luxury and doing right by animals.

Tone Words

Hourglass's brand voice is defined by the following tone words: Ethical, Luxurious, Innovative.

Communication Style

Language Style: Ethical-luxury-beauty
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Hourglass Brand Story

Hourglass represents excellence in cosmetics. "Cruelty-Free Luxury Beauty" captures the brand's ethical, luxurious, innovative approach to their craft.

Brand Message

Cruelty-Free Luxury Beauty

Brand Mission

Deliver excellence in cosmetics

Brand Positioning

Core Concept: Ethical Cosmetics

Central Tension: Ordinary vs. Exceptional

About Hourglass

Hourglass is the fourteenth studio album by singer-songwriter James Taylor released in 1997. It was his first studio album in six years since 1991's New Moon Shine. It was a huge commercial success, reaching No. 9 on the Billboard 200, his first Top 10 album in sixteen years and also provided a big adult contemporary hit, "Little More Time With You". The album also gave Taylor his first Grammy since JT, when he was honored with Best Pop Album in 1998. The album also won producer/engineer Frank Filipetti a Grammy that year for Best Engineered Album. The majority of the album was recorded using a Yamaha O2R mixer and three Tascam DA-88 multitrack recorders, which were early digital devices not typically used by top level artists, as most major label records were still being recorded to analog tape at that time. The album was dedicated to Don Grolnick who was a frequent collaborator with Taylor and who died during the Hourglass sessions in 1996 due to Non-Hodgkin's lymphoma.

Frequently Asked Questions About Hourglass

What is Hourglass's tone of voice?

Hourglass uses a ethical, luxurious, innovative tone of voice. Their communication is ethical-luxury-beauty, typically using statement-style sentences in the present tense. Their tagline "Cruelty-Free Luxury Beauty" exemplifies this voice.

How does Hourglass communicate with customers?

Hourglass represents excellence in cosmetics. "Cruelty-Free Luxury Beauty" captures the brand's ethical, luxurious, innovative approach to their craft.

What is Hourglass's brand message?

Hourglass's core message: Cruelty-Free Luxury Beauty Their mission: Deliver excellence in cosmetics

What is Hourglass's slogan?

Hourglass's slogan is "Cruelty-Free Luxury Beauty". It carries their ethical, luxurious, innovative voice.

What is Hourglass's mission?

Hourglass's mission: Deliver excellence in cosmetics

What makes Hourglass's brand voice unique?

Hourglass stands out through their ethical, luxurious, innovative communication style. Their central brand tension, "Ordinary vs. Exceptional", shapes how they communicate across the Beauty sector.

What language style does Hourglass use?

Hourglass uses ethical-luxury-beauty language, with imaginative messaging, in statement-style sentences, using the present tense.