Brand Tone

Friendly, Positive, Welcoming, and Upbeat; Reassuring, Knowledgeable, and Professional; Aspirational

Brand Values

• •Customer Wellbeing and Confidence
• •Responsible Tanning and Safety
• •Quality Service and Results
• •Cleanliness and Hygiene
• •Friendly and Knowledgeable Staff
• •Accessibility and Convenience
• •Value for Money

Best Practices

• •Always Circle Back to 'Feel Great': Ensure that the copy, wherever appropriate, connects the act of tanning or the result of the tan back to the core emotional benefit of feeling good, confident, and positive. This reinforces the main tagline.
• •Emphasize 'Responsible' Alongside 'Radiant': Given industry perceptions and Gloden's stated values, consistently pair messages of achieving a beautiful tan with the reassurance of safety, responsible practices, and knowledgeable staff. Avoid language that could be construed as promoting excessive or unsafe tanning.
• •Maintain a Friendly and Approachable Voice: Use welcoming language, address the customer directly (e.g., 'your glow,' 'you'll feel'), and keep the tone conversational rather than overly formal or clinical. This aligns with the positive experiences often reported with staff.
• •Highlight Sensory and Emotional Benefits: Go beyond just the visual aspect of a tan. Use words that evoke warmth, relaxation, confidence, and happiness (e.g., 'uplift your spirits,' 'sun-kissed confidence,' 'revitalize').
• •Be Transparent and Informative (When Needed): When discussing equipment, safety standards (like 0.3 compliance), or tanning processes, provide clear and easily understandable information. This builds trust and positions the brand as knowledgeable and professional.

Social Perception

Many customers associate Gloden with a positive experience, friendly service, clean facilities, and achieving a desired tan that makes them feel good. However, there are mixed/negative perceptions due to salon closures, inconsistent experiences across branches, a past voyeurism incident, and general health risk concerns related to the tanning industry.

Copy Examples

• •Headline: Step into Sunshine. Step out Feeling Great. Body: Your daily dose of radiance is waiting. At Gloden, it’s more than just a tan – it’s a moment to refresh, revitalize, and feel absolutely golden. Our friendly experts and top-tier, 0.3 compliant beds ensure a responsible glow that has you looking and feeling your best. Walk-ins welcome! #FeelGreatFeelGloden
• •Headline: Your Glow-Up, Handled with Care. Body: We’re passionate about your perfect tan AND your skin’s wellbeing. That’s why our knowledgeable team is always here to guide you to your ideal shade, responsibly. Clean, modern studios and a commitment to safety mean you can relax and enjoy that 'Gloden' feeling.
• •Headline: Short on Time? Big on Feeling Good? Body: Life’s busy, but your glow doesn’t have to wait. Pop into your local Gloden studio – no appointment needed! Just a few minutes can make a world of difference to your mood and your look. Experience the warmth, the care, and that unmistakable Gloden confidence.
• •Headline: More Than a Tan. It's a Golden Mood. Body: Ever notice how a good tan just makes everything feel a little brighter? That’s the Gloden effect. We’re here to lift your spirits and give you that sun-kissed confidence, all year round, in a clean, safe, and friendly environment.
• •Headline: Unlock Your Radiance. Responsibly. Body: Feel great from the inside out with a beautiful tan from Gloden. We prioritize your skin’s health with 0.3 compliant technology and expert advice, ensuring you achieve a stunning, natural-looking glow safely. Discover your best self with us.