Brand Tone

empowering, educational, and luxurious

Brand Values

• •Inclusivity and Specialization
• •Education and Empowerment
• •Science-Backed, High-Quality Solutions
• •Personalized Care
• •Holistic Well-being

Best Practices

• •Lead with "You": Always center the client in the narrative. Frame copy around their needs, goals, and feelings ("Your skin deserves...", "Ready for your glow-up?"). This reinforces the value of personalized care.
• •Balance Luxury with Science: Consistently use both luxurious language (e.g., radiant, oasis, pamper, rejuvenate) and scientific/educational terms (e.g., hyperpigmentation, tech innovation, customized plan, cell turnover). This blend builds desire while also establishing credibility and trust.
• •Uphold the Inclusive Mission: Regularly and proudly mention the specialization in skincare for Black and Brown individuals. Use inclusive hashtags like #melaninskincare and #blackesthetician consistently across platforms to attract the target audience and reinforce brand values.
• •Educate, Don't Just Sell: Frame promotional content as educational opportunities. Instead of just announcing a new service, explain the science behind it and the specific problems it solves. This aligns with the "expert guide" tone.
• •Maintain an Empowering and Aspirational Tone: All copy should feel positive, uplifting, and encouraging. Focus on the transformative results and the confidence clients will gain, positioning Aura Esthetix as a partner in their self-care journey.

Social Perception

The social perception of Aura Esthetix is overwhelmingly positive, characterized by professionalism and expertise, a welcoming and comfortable atmosphere, effective and high-quality treatments, and strong client trust leading to high retention.

Copy Examples

• •Instagram Post: That post-facial glow is a different kind of confidence. At Aura Esthetix, we believe luxury skincare is a form of self-love. Our treatments are designed not just to transform your skin, but to rejuvenate your spirit. Ready for your glow-up? Tap the link in our bio to book the experience you deserve. #AuraEsthetix #ChicagoFacials #MelaninSkincare #LuxurySkincare #SelfLove
• •Facebook Ad: Headline: Your Skin Deserves to Be Understood. Body: Tired of skincare that doesn't meet your needs? Aura Esthetix specializes in expert, holistic treatments for skin of color. We blend science and luxury to address your unique concerns, from hyperpigmentation to hydration. Book a complimentary consultation today and let's create your personalized path to radiant skin. Call to Action: Learn More
• •TikTok Video: On-screen text: "Struggling with hyperpigmentation? We got you." -> "Ready to reveal your radiance?" Caption: "This isn't magic, it's science and personalized care. Your glow-up era starts at Aura Esthetix. We specialize in melanated skin. Link in bio! #blackesthetician #chicagoskincare #hyperpigmentation #facialtreatment #skintransformation"
• •Email Marketing: Subject: Education, Luxury, and a Glow Just For You. Body Preview: Inside, discover how our tailored treatments can solve your biggest skin challenges...
• •Website Banner Text: Headline: Where Science Meets Soulful Skincare. Sub-headline: Experience luxurious, tailored facial treatments designed to empower and educate. Specializing in the vibrant needs of melanated skin. Button: Discover Your Aura