Brand Tone

Professional, Supportive, and Quality-Driven

Brand Values

• •Quality and Accessibility
• •Partnership and Support
• •Expertise and Curation
• •Innovation and Customization
• •No-Nonsense Service

Best Practices

• •Always Speak Peer-to-Peer: Address your audience as fellow professionals and business owners. Use language like "your business," "your clients," and "your salon" to maintain a respectful, B2B tone.
• •Balance Aspiration with Practicality: Showcase the high-end, beautiful aesthetic of the products, but always connect it back to the practical benefits for the professional: attractive price points, client satisfaction, and business growth.
• •Emphasize Partnership over Sales: Frame your communication around collaboration and support. Instead of "We sell," use phrases like "We provide," "We partner with," and "We support you with."
• •Maintain a Clean and Professional Aesthetic: Ensure all visuals—from your website to social media posts—are high-quality, well-lit, and reflect the premium nature of the brands you carry. This visual consistency reinforces the brand's commitment to quality.
• •Be Direct and Clear: Uphold the "no-nonsense" value in all copy. Avoid overly flowery or ambiguous language. Be clear about what you offer, who it's for, and how they can get it. This builds trust and communicates efficiency.

Social Perception

Based on their curated online presence, HOUSE17.BE is perceived as a serious and reliable supplier for beauty professionals. For its target B2B audience, the perception is that of an exclusive gatekeeper to quality, European cosmetic brands. They are seen as a resource for professionals to elevate their own businesses by offering high-quality, specialized products.

Copy Examples

• •Your Partner in Professional Beauty. Discover exclusive cosmetic brands that will set your salon apart. At HOUSE17.BE, we provide the quality products and dedicated support you need to thrive.
• •Unparalleled quality, unbeatable value. ✨ Elevate your client's experience with Mesauda Beauty, exclusively distributed by us in the Benelux. We're more than a supplier; we're your partner in growth. Contact us to build your salon's custom product assortment today.
• •Stop searching for the perfect products. Start a partnership. HOUSE17.BE offers the training, support, and exclusive brands you need to succeed. Let's find the best formula for your business, together.
• •Subject: Introducing TOMV Makeup Cosmetics: Where Technique Meets Quality. We've chosen to partner with TOMV because they put ease of use at the forefront without compromising on quality. Offer your clients a brand designed by professionals, for professionals. Explore the collection.
• •HOUSE17.BE was founded on a simple principle: beauty professionals deserve a partner they can trust. That’s why we offer a no-nonsense approach to service, carefully curated brands, and the highest level of guidance to help your business flourish.