Brand Tone

professional, educational, and aspirational, softened by a welcoming and community-focused feel.

Brand Values

• •Efficacy and Quality
• •Personalization and Individualism
• •Education and Expertise
• •Inclusivity and Community
• •Confidence

Best Practices

• •Lead with Efficacy: Always highlight the proven effectiveness and quality of the products. Use phrases like "results-driven," "scientifically-backed," and "expert-approved."
• •Maintain a Professional and Educational Tone: Position the brand as a knowledgeable authority. Share insights, explain ingredients, and offer genuine advice to build trust.
• •Emphasize Personalization: Consistently communicate that beauty is not one-size-fits-all. Promote services that offer tailored recommendations and celebrate individuality.
• •Foster a Sense of Community: Use inclusive language and create content that invites conversation and connection. Highlight the role of the physical store as a neighborhood hub.
• •Focus on the End Benefit: Confidence: Frame the narrative around how the products and services empower customers, helping them to feel and look their best.

Social Perception

The public perception of Living Beauty appears to be positive, with customers and media outlets responding well to their curated approach and expert-led services. The opening of the flagship store has been met with excitement, positioned as a chic and welcome addition to the Toronto beauty scene. The brand is seen as a source for high-end, effective skincare and a destination for professional treatments. There is an appreciation for the "zero-pressure retail environment" that emphasizes comfort and genuine advice.

Copy Examples

• •Effective, not just new. Introducing [Product Name], our latest discovery in results-driven skincare. We’ve done the research, so you can enjoy the radiance. Explore the science behind the glow on our website.
• •Your beauty is yours alone. Let us help you celebrate it. Our new Matchmaking Service connects you with the products that are truly right for you. Book your complimentary online consultation today.
• •More than a store, it's your new beauty destination. Discover a curated world of high-performance products and personalized spa services at our new Toronto flagship. Located at 672 Dupont Street.
• •What does 'efficacy' really mean? For us, it's everything. Dive into our latest journal entry where we break down the science behind our favorite ingredients and why we stand behind every product on our shelves.
• •Confidence, bottled. This week, we're celebrating the products that make us feel our best. Discover the edit and find the perfect addition to your routine for that extra boost of self-assurance.