Brand Tone

Aspirational, Serene, and Empowering

Brand Values

• •Personalization
• •Quality
• •Community

Best Practices

• •Use a Serene and Evocative Vocabulary: Consistently use words like "oasis," "sanctuary," "retreat," "journey," "unwind," "rejuvenate," and "bespoke" to reinforce the brand's calming and personalized nature.
• •Emphasize "You": Center the copy around the customer. Use "you" and "your" to make the experience feel personal and directly address her needs and desires for relaxation and self-care.
• •Highlight Customization: Always mention the personalized aspects of the treatments. Whether it's choosing a scent, music, or a specific focus area for a massage, this is a key differentiator for the brand.
• •Maintain Visual and Verbal Synergy: Ensure the copy always complements the clean, modern, and feminine aesthetic of the brand's visuals. The tone of the text should match the feeling evoked by the images.
• •Be Empowering, Not Prescriptive: Frame self-care as an empowering choice rather than a necessary chore. The copy should inspire women to take time for themselves because they deserve it.

Social Perception

A Trendy, Instagrammable Sanctuary

Copy Examples

• •Your personalized path to serenity begins here. Which scent will guide your relaxation today? #LaxRetreat #SelfCareJourney #PersonalizedPampering
• •Escape the city's hustle and find your oasis at Lax. Retreat. We’ve created a sanctuary for the modern woman to rest, reset, and recharge. Book your bespoke self-care experience today.
• •A Modern Self-Care Experience. Your go-to destination for face, nails & body treatments. A journey that is personalised, curated and tailored just for you.
• •It's time to put yourself first. At Lax. Retreat, we celebrate the art of self-care with treatments designed to soothe your body and soul. This week, indulge in our signature 'The Lax. Signature' massage and discover what it truly means to unwind.
• •You are worthy of this moment. Breathe in, breathe out, and let us take care of the rest. #LaxFie