Brand Tone

Educational, Calming, and Encouraging

Brand Values

• •Client Education & Empowerment
• •Quality and Expertise
• •Personal Connection and Comfort
• •Results-Driven Service

Best Practices

• •Lead with Education and Benefits: Always explain the why behind a service. Instead of just saying "Now offering chemical peels," say "Reveal brighter, smoother skin with a custom chemical peel. This treatment is perfect for targeting sun damage and texture, giving you a renewed glow."
• •Maintain a Calm and Encouraging Voice: Use words that evoke relaxation and confidence, such as "soothing," "revitalize," "enhance," "glow," and "empower." Avoid overly aggressive or clinical language.
• •Incorporate the "Safe Space" Value: Frame the boutique as a personal escape. Use phrases like "your private retreat," "take a moment for yourself," or "experience a moment of tranquility."
• •Use a Consistent Visual and Textual Aesthetic: Pair your calming copy with high-quality photos, a consistent color palette, and a select few friendly emojis (like ✨, 🤍, 🌿) to reinforce the brand’s serene and professional identity.
• •Be Personable and Authentic: Continue sharing Lexie's passion and personality. Write captions in the first person ("My favorite part about..."), share personal anecdotes related to skincare, and always respond to comments with genuine warmth. This builds the personal connection that is central to the brand.

Social Perception

Highly Skilled and Professional, Trustworthy and Knowledgeable, A Relaxing Escape

Copy Examples

• •Enhance your natural beauty. ✨ A lash lift and tint opens up the eyes for an effortless, 'ready-to-go' look that lasts for weeks. It’s your own lashes, just better. Ready for a low-maintenance glow-up? Book your appointment at the link in bio.
• •What's the secret to baby-soft, glowing skin? Dermaplaning. 🤍 This gentle exfoliation removes dead skin cells and peach fuzz, allowing your products to penetrate deeper and makeup to apply flawlessly. Experience the ultimate refresh.
• •Skincare Tip Tuesday: Don't forget your neck and décolleté! This delicate area shows signs of aging just like our face. Extend your serums and moisturizers downward to give it the same love and care. #SkincareEducation #HealthySkin
• •For me, aesthetics is more than just a service—it's a partnership. My goal is to create a calm, safe space where we can work together on your skin goals, leaving you feeling educated, empowered, and absolutely radiant in your own skin.
• •Your moment of calm is waiting. Escape the hustle and treat your skin to the nourishment it deserves. From deep hydration to clarifying treatments, each facial is customized just for you. Let's find your glow together.