Brand Tone

A dual-tone strategy: Professional & Aspirational (website, email) focusing on sophistication, knowledge, and self-care; Youthful & Relatable (social media) emphasizing playfulness, humor, and trend-focused engagement.

Brand Values

• •Expert Curation
• •Accessibility to Trends
• •The Importance of Self-Care
• •Community Engagement
• •Quality and Luxury

Best Practices

• •Segment Your Channels: Continue to tailor the tone for each platform, adapting between an aspirational/expert voice for website/email and a trendy/humorous/relatable voice for social media.
• •Anchor to Core Values: Ensure all copy, even humorous content, aligns with core values like quality, curation, and the joy of self-care.
• •Use "We" and "You" Strategically: Use "We" for expertise and curation, and "You" to address customer needs and desires directly.
• •Listen to Your Community's Language: Incorporate follower slang and address their questions to build stronger community connection.
• •Maintain Visual Consistency: Ensure consistent visual branding across all platforms to reinforce a cohesive brand identity, regardless of copy tone.

Social Perception

Perceived as a 'hidden gem' and primary source for exclusive, viral beauty products, trendy and youth-oriented, despite concerns about pricing, with an overall positive in-store and online experience.

Copy Examples

• •Stop scrolling! ✋ The viral serum that’s been all over your FYP has officially landed at Beauty Matters. Get that glass skin glow everyone’s talking about. We’ve got it in-store and online, but you know the drill—it won’t last long! 😉 #KBeautyVienna #ViralBeauty #BeautyMatters
• •Your Ritual Awaits. In a world full of demands, taking a moment for yourself isn't a luxury—it's essential. Discover our curated collection of transformative skincare and let your beauty routine be your sanctuary. #BeautyMatters
• •My bank account: 🥲 But my skin: ✨ We get it. That’s why we offer 10% off when you mention TikTok in-store. Treat yourself! Located at Salvatorgasse 10, Vienna. #SkincareAddict #ViennaShopping #GirlyThings
• •Elevate Your Skincare. You invest in your career, your health, and your growth. It's time your skincare reflected that. At Beauty Matters, we bring you expertly selected brands like iS Clinical for results you can see and feel. Shop the collection. #ExpertSkincare #ViennaBeauty
• •It’s Here! ✨ Get ready to meet your new obsession. We're thrilled to exclusively welcome [Brand Name] to the Beauty Matters family. Handpicked for its incredible ingredients and stunning results, this is the brand you've been waiting for. Be the first to experience it. Shop Now. #BeautyMatters