NARS Tone of Voice — Bold & Provocative

Tagline: "The Multiple"

Industry: Cosmetics

Sector: Beauty

How NARS Communicates

NARS ties makeup to bold, provocative artistry. "The Multiple" — named for its iconic multi-use stick — frames the brand around daring colour and a sensual, edgy attitude — bold, provocative, artistic. The voice is bold-provocative-makeup and confident, selling beauty with an unapologetic edge, positioning NARS around cult products and cheekily-named shades, built on a founder’s photographer’s eye and a fearless, sometimes controversial, sense of glamour and self-expression.

Tone Words

NARS's brand voice is defined by the following tone words: Bold, Provocative, Artistic.

Communication Style

Language Style: Bold-provocative-makeup
Sentence Type: Statement
Tense: Present
Expression: Imaginative

NARS Brand Story

NARS represents excellence in cosmetics. "The Multiple" captures the brand's bold, provocative, artistic approach to their craft.

Brand Message

The Multiple

Brand Mission

Deliver excellence in cosmetics

Brand Positioning

Core Concept: Bold Cosmetics

Central Tension: Ordinary vs. Exceptional

About NARS

NARS Cosmetics is a French cosmetics and skin care company founded by make-up artist and photographer François Nars in 1994. The cosmetics line began with twelve lipsticks sold at Barneys New York. Since then, NARS has created various multi-use beauty products and is now a subsidiary of Shiseido. It mainly sells in department stores in about 30 countries including the Americas, Europe, Japan and Southeast Asia.

Frequently Asked Questions About NARS

What is NARS's tone of voice?

NARS uses a bold, provocative, artistic tone of voice. Their communication is bold-provocative-makeup, typically using statement-style sentences in the present tense. Their tagline "The Multiple" exemplifies this voice.

How does NARS communicate with customers?

NARS represents excellence in cosmetics. "The Multiple" captures the brand's bold, provocative, artistic approach to their craft.

What is NARS's brand message?

NARS's core message: The Multiple Their mission: Deliver excellence in cosmetics

What is NARS's slogan?

NARS's slogan is "The Multiple". It carries their bold, provocative, artistic voice.

What is NARS's mission?

NARS's mission: Deliver excellence in cosmetics

What makes NARS's brand voice unique?

NARS stands out through their bold, provocative, artistic communication style. Their central brand tension, "Ordinary vs. Exceptional", shapes how they communicate across the Beauty sector.

What language style does NARS use?

NARS uses bold-provocative-makeup language, with imaginative messaging, in statement-style sentences, using the present tense.