Brand Tone

Professional, Trustworthy, Knowledgeable, Refined, and Customer-Focused

Brand Values

• •Quality & Authenticity
• •Customer Trust
• •Supporting Local
• •Health & Wellness
• •Community & Establishment

Best Practices

• •Lead with Trust and Authenticity: Always mention that you are an "authorized retailer" or "official stockist." This reinforces your core value and addresses a key customer concern in the beauty market.
• •Balance Premium with Local: Highlight both the prestigious international brands and the high-quality local Australian/New Zealand products. This appeals to different customer segments and showcases your unique value proposition.
• •Use an Educated and Refined Tone: Write copy that is informative and elegant. Instead of just "buy now," use phrases like "Discover the collection," "Unveil your radiance," or "Consult with our experts."
• •Incorporate the Brand's Heritage: Mentioning your long history (e.g., "serving Sydney since 2006" or "Australia's trusted beauty retailer for over 15 years") builds credibility and differentiates you from newer, online-only stores.
• •Maintain a Consistent Visual and Verbal Style: Ensure that the professional, clean, and trustworthy tone is reflected in all communications, from product descriptions and social media captions to customer service emails. All language should be helpful, clear, and polished.

Social Perception

Largely positive, viewed as a reliable and high-quality retailer with professional, friendly, and helpful staff. Perceived as a trusted source for premium beauty products, both international and local.

Copy Examples

• •Your new secret to radiant skin has arrived. ✨ Discover the power of Clarins' iconic Double Serum, now available at Phoenix Beauty. Formulated to visibly firm, smooth, and boost radiance. As your trusted local beauty experts since 1994, we only bring you the best. Tap to shop authentic, premium skincare.
• •Expert-Approved Skincare. Locally Trusted. From Lancôme to Jurlique, find your holy grail products at Phoenix Beauty. We're proud to be an authorized retailer for the world's leading brands, combined with the best from Australia and New Zealand. Visit us in-store for a personal consultation or shop our curated collection online.
• •Restore Your Glow ✨ | Our Top Winter Skincare Picks Are Here
• •The Art of Beauty, The Science of Health. Explore Our Curated Collection of Premium Skincare and Wellness Products.
• •Phoenix Beauty VIP: Your skin deserves the best. Enjoy 15% off all Australian & NZ skincare brands this week only. Show this message in-store or use code LOCAL15 online. T&Cs apply.