Brand Tone

Professional, expert-driven, results-oriented, authoritative, reliable, aspirational, benefit-focused, clinical, and encouraging.

Brand Values

• •Expertise and Education
• •Trust and Safety
• •Female Empowerment and Legacy
• •Innovation and Efficacy
• •Building Lifelong Relationships

Best Practices

• •Lead with Expertise: Consistently use terms like 'Face Experts,' 'certified,' 'professional,' and 'trained' to reinforce the brand’s authority and build immediate trust.
• •Highlight the 'After' and the 'Why': Focus on the tangible and emotional benefits of the services, communicating results like 'firmer skin' and 'a radiant, confident smile.'
• •Leverage the Legacy of Trust: Incorporate the brand's long history ('since 1969') and its reputation as a trusted Canadian institution to strengthen credibility, especially for sensitive services.
• •Use Clear and Action-Oriented CTAs: Employ direct, encouraging calls to action that align with the brand’s aspirational tone, such as 'Book Your Transformation' or 'Book Now, Glow Later.'
• •Maintain a Unified Voice: Ensure the core message of professionalism, safety, and results-driven beauty remains consistent across all channels, even when adapting language for different platforms.

Social Perception

Overwhelmingly positive, with customers consistently praising professionalism, quality services, friendly and informative staff, and clean environments. Minor, isolated negative feedback (e.g., appointment punctuality, rare service outcomes, price transparency) are generally addressed proactively by management.

Copy Examples

• •Experience the Visage glow. Our new HydraFillic™ Booster facial is powered by a unique peptide complex to deliver instant hydration and visibly firmer skin. Book your transformation with the Face Experts. #GlowLater #CarylBakerVisage #SkincareExperts #Hydrafacial
• •From flawless brows to the perfect piercing, trust the experts at Caryl Baker Visage. For over 50 years, we've been Canada's #1 destination for safe, professional beauty services. Your confidence is our specialty. Book your appointment today. #FaceExperts #TrustedByCanadians #VisageBeauty
• •Confidence, Perfected. Elevate your look with services designed for lasting results. From meticulous brow shaping to advanced anti-aging facials, our certified experts help you put your best face forward. Book your consultation now. #ProfessionalBeauty #ResultsDriven
• •Ready for a refresh? This week, discover why we've been the trusted experts in Canadian beauty since 1969. Book any signature facial and receive a complimentary Colour Consultation with one of our Face Experts. It's time to invest in you. #CarylBakerVisage #ExpertCare
• •That post-Visage facial feeling hits different. ✨ #GlowUp #Facial #Skincare #BookNowGlowLater