Brand Tone

Personal, Professional, and Nurturing

Brand Values

• •Expertise and Education
• •Personalized Care
• •Results-Oriented
• •Trust and Comfort
• •Accessibility

Best Practices

• •Always Use a "We, not I" and "You" Focus: Frame copy around the client. Instead of "I use these products," say "We've selected these products for you because..." This reinforces the brand's collaborative and client-focused approach.
• •Lead with the Feeling, Follow with the Feature: Start with the desired outcome (e.g., "Get that fresh-faced glow" or "Feel confident and relaxed"). Then, explain the feature that achieves it (e.g., "with our signature custom facial" or "using hyaluronic acid").
• •Incorporate Testimonial Language: Use words that your happy clients use, such as "glowing," "relaxed," "clean," and "amazing." This makes your copy authentic and relatable to potential customers.
• •Highlight Expertise Through Education: In every piece of content, try to share a small, educational tip. This reinforces the brand's value of being a knowledgeable authority and builds trust with the audience.
• •Maintain a Warm and Encouraging Tone: All copy should feel friendly, approachable, and supportive. Avoid clinical or overly technical jargon. The voice should be that of a trusted expert who is excited to help you on your skincare journey.

Social Perception

Mary J Skin is perceived very positively by its clientele. It is seen as a high-quality, trustworthy skincare studio run by a knowledgeable and personable esthetician. Customers frequently use words like "fantastic," "great," and "amazing" to describe both the services and the products (like the popular Hydrojelly masks). The perception is that of a local, woman-owned business that provides a superior and highly personalized service. There is little to no negative feedback found online; the brand has successfully built a reputation based on positive word-of-mouth and glowing reviews.

Copy Examples

• •That post-facial glow is real! ✨ We love helping our clients feel confident and radiant in their own skin. It’s not just about the products we use; it’s about creating a personalized experience that leaves you feeling refreshed and understood. Ready for your own transformation? Book your custom facial today. #MaryJSkin #GlowUp #StudioCityFacial #SkincareExpert
• •Expert Care for Your Unique Skin. Stop guessing which products to use. Let us guide you to a radiant, healthy complexion with personalized facials and a curated routine. Book Your Glow Session
• •New to Mary J Skin? Your First Facial is 30% Off! Experience the difference personalized skincare can make. We take the time to understand your skin's needs and create a treatment that delivers real, visible results. Come relax with us in our Studio City space and leave feeling brand new. Claim Your Offer
• •That "In-Salon" Feeling, Now at Home. Your favorite Hydrojelly masks are back in stock! Get that fresh-from-the-facialist glow whenever you want.
• •The Radiance Reset Serum. Tired of dull, stressed-out skin? Consider this your reset button. Hand-picked by our expert esthetician, this powerful serum delivers a concentrated dose of hydration and antioxidants to fight environmental damage and restore your natural radiance. We love it because it works—and we know you will too.