Brand Tone

straightforward, community-focused, and resilient

Brand Values

• •Community Roots
• •Perseverance
• •Accessibility
• •Legacy

Best Practices

• •Emphasize Longevity and Trust: Consistently mention the "over a decade" or "12 years" of operation to build credibility and trust.
• •Highlight Community Connection: Use words like "neighbourhood," "community," and "local" to reinforce the brand's roots and connection to the Toronto area.
• •Maintain a Straightforward and Authentic Voice: Avoid overly trendy jargon. The tone should be helpful and genuine, reflecting a reliable local store rather than a large, impersonal corporation.
• •Tell the Story of Resilience: Don't shy away from the brand's history of overcoming challenges. This narrative of perseverance is a powerful differentiator and can foster customer loyalty.
• •Focus on a Wide Selection and Essential Products: Use language that communicates a comprehensive and reliable inventory, positioning the store as a one-stop-shop for beauty needs.

Social Perception

a local, essential, and respected business within its community, recognized as a Black-owned establishment, and perceived as resilient in the face of hardships.

Copy Examples

• •Your Neighbourhood Beauty Staple for Over a Decade. For 12 years, All Star Beauty Complex has been your trusted source for hair and skincare essentials. We're more than a store; we're a part of the community. Find your favorite brands and discover new ones, right here in the heart of Toronto.
• •Resilience is Beautiful. We’ve weathered construction and lockdowns, and we’re still here for you. Our commitment to providing the best in beauty has never wavered. Thank you for supporting a local, family-owned business that’s proud to be a part of this community.
• •The Legacy of Great Hair Days. From our family to yours, we've been helping you look and feel your best for over a decade. All Star Beauty Complex is built on a legacy of quality products and community connection. Explore our collection of hair care, wigs, and extensions.
• •All Your Beauty Needs, All in One Place. Why go anywhere else? We offer a wide selection of hair and skincare products to keep you looking flawless. From edge control to the perfect extensions, find everything you need at All Star Beauty Complex.
• •Proudly Serving Our Community. As a Black-owned business, we are dedicated to providing the products our community knows and loves. Thank you for your continued support. Shop with us and invest in a local business that invests in you.