Brand Tone

Specialist, Community-Oriented, Practical, Resilient

Brand Values

• •Specialization/Expertise
• •Accessibility
• •Quality
• •Customer Service
• •Community Focus

Best Practices

• •Know Your Audience Deeply: Always write with a clear understanding of the specific needs, concerns, and language of the ethnic communities you serve. Use terminology that resonates and shows genuine understanding.
• •Emphasize Expertise with Humility: Showcase your specialized knowledge in ethnic hair and beauty without being condescending. Position the brand as a helpful, knowledgeable resource.
• •Highlight Community Connection: Regularly incorporate messaging that reinforces the brand's role and commitment to the community. Share local store news, customer features (with permission), or support for community events.
• •Be Authentic and Relatable: Especially given the "resilient" aspect following events like a store fire, maintain an honest and approachable voice. Avoid overly corporate or generic language.
• •Ensure Consistency Across Channels: Whether it's a TikTok caption, website product description, or an in-store sign, the core tone (Specialist, Community-Oriented, Practical, Resilient) should be recognizable. Develop simple brand voice guidelines for all staff who create content.

Social Perception

Essential Resource, Mixed Customer Service Experience, Knowledgeable (sometimes), Community Staple, Confusion with other "Queen" brands

Copy Examples

• •Headline: Your Crown, Our Expertise. For Generations of Beauty. Body: At Beauty Queens Cosmetics, we're more than just a shop; we're a cornerstone for ethnic beauty in the UK. From the richest haircare for Afro textures to essential skincare, find everything you need to shine. Rooted in community, resilient in spirit. Shop online or visit your local store.
• •Headline: The UK's Choice for Ethnic Hair & Beauty. Quality You Trust, Service You Deserve. Body: For years, Beauty Queens Cosmetics has been dedicated to providing the best in Afro, Asian, and mixed-heritage beauty. We stock the brands you love and the specialized products you can't find elsewhere. Our team is here to help you find your perfect match.
• •Headline: Back & Brighter! Your Leicester Beauty Hub is Open! Body: We're thrilled to be back serving our Leicester community at our new Haymarket shopping centre location! Thank you for your incredible support. Come explore all your favourite hair and beauty essentials. Beauty Queens Cosmetics: Stronger together.
• •Headline: Real Hair Solutions. Real Beauty. For Our Community. Body: Tired of searching for products that truly work for your hair type? Beauty Queens Cosmetics specializes in high-quality solutions for African, Afro-Caribbean, and textured hair. Weaves, treatments, styling aids – everything you need under one roof. Because your beauty is our priority.
• •Headline: Expertly Curated for You. By Your Ethnic Beauty Specialists. Body: Navigating the world of ethnic beauty can be overwhelming. At Beauty Queens Cosmetics, we simplify it. Our curated selection of hair and skincare is chosen with your unique needs in mind. Visit us in-store for personalized advice or browse our extensive online collection.