Brand Tone

aspirational, tech-focused, and results-oriented. It blends the language of a technology company with the promises of the beauty industry, emphasizing efficiency and convenience with a sense of high performance and exclusivity.

Brand Values

• •Efficacy and Power
• •Convenience and Modernity
• •Innovation
• •Customer-Centric Design

Best Practices

• •Always lean into the language of technology and innovation. Use terms like "advanced," "ergonomic," "smart," and "powerful" to differentiate from softer, more traditional beauty brands. The product is the hero.
• •While the technology is a key differentiator, always connect it back to the end benefit for the customer: confidence, convenience, and smooth, radiant skin. Translate joules of energy into "the power to be permanently hair-free."
• •Continuously reinforce the core value proposition—that LUXE. provides the power and efficacy of a professional salon or clinic within the convenience and privacy of one's home.
• •An IPL device is an investment. Use clear, simple FAQs and direct statements to address safety and effectiveness concerns. Phrases like, "It's a widely popular and extensively studied method for safe and efficient permanent hair removal" build necessary trust.
• •In all copy, especially on meta descriptions and "About Us" pages, explicitly state that LUXE. is a beauty and personal care technology brand. This will help differentiate it from the numerous "Luxe Care" service providers in search results and build a stronger, more accurate brand perception.

Social Perception

The public perception of LUXE. as a beauty tech brand is not well-established due to a lack of distinct social media presence and brand name confusion with 'Luxe Care' services. However, the perception of the product category (IPL devices) is based on results, ease of use, and painlessness, indicating that if LUXE. can connect with its audience, perception will be driven by product performance and price.

Copy Examples

• •Power in your hands. Beauty in your control. Unleash the UK's most powerful at-home IPL technology and reveal your smoothest skin.
• •Why book an appointment when you can bring the future of skincare home? Our Luxe LED Beauty Mask uses targeted light therapy to rejuvenate skin, reduce fine lines, and restore radiance. It's not just skincare; it's smarter care.
• •Tired of the salon? Your upgrade is here.
• •Still shaving? Still waxing? It's 2025. Switch to LUXE. for permanent results and effortless confidence. Our 28-joule IPL device delivers the power you need to be holiday-ready, always.
• •From Tech to Flawless: How Joules, Flashes, and Ergonomics Are Redefining At-Home Beauty.