Brand Tone

Expert & Trustworthy, Approachable & Friendly, Value-Oriented & Aspirational, Supportive & Reassuring, Enthusiastic & Trendy

Brand Values

• •Authenticity
• •Customer Focus & Service
• •Expertise & Quality
• •Value & Affordability
• •Australian Owned (Renewed Focus)
• •Innovation & Being Current

Best Practices

• •Lead with Expertise, Support with Approachability: Always ground claims in expertise (e.g., "salon-approved," "dermatologist-tested information where applicable") but deliver the message in a friendly, easy-to-understand manner. Avoid overly technical jargon unless explaining specific benefits clearly.
• •Emphasize Australian Roots and Trust: Consistently weave in the "Australian owned" aspect and the brand's commitment to authenticity, quality, and local customer service. This builds trust and a sense of community.
• •Balance Value and Premium Quality: Highlight both the access to affordable pricing/promotions and the high quality/professional-grade nature of the products. Ensure the copy reflects that customers are getting excellent value for top-tier items.
• •Stay Current and Engaging: Regularly incorporate current beauty conversations, trends (like those on TikTok), and new brand innovations into content, while always linking back to the core values of quality and expert approval. Use questions and calls to engagement on social media.
• •Maintain a "Recreate Yourself" Empowerment Theme: Subtly weave in the idea of beauty as a tool for self-expression and confidence ("Recreate Yourself"). Copy should feel uplifting and supportive of the customer's individual beauty journey.

Social Perception

Established & Reputable, Good Value, Customer Service Varies (Historically, but improving focus), Trusted Source, Anticipation for Relaunch

Copy Examples

• •Headline: Expert-Approved Beauty, Just For You. Body: "At RY.com.au, we believe everyone deserves to feel confident. That's why our team of beauty experts and professional stylists handpick every product, ensuring you get salon-quality results at home. Rediscover your glow with brands you can trust. #RYourBeauty #ExpertApproved" Tone: Expert, Trustworthy, Supportive.
• •Headline: Your Aussie Beauty Hub is Back & Better! Body: "We're thrilled to be back under Australian ownership! RY.com.au is doubling down on what you love: incredible brands, advice from real beauty therapists, and customer service that cares. Get ready for a fresh beauty experience, straight from the Gold Coast to your door. #RYReturns #AussieBeauty" Tone: Enthusiastic, Trustworthy, Approachable.
• •Headline: Unlock Radiance. Unlock Value. Body: "Why choose between luxury and affordability? At RY.com.au, discover premium haircare, skincare, and makeup at prices you'll love. Plus, with our 100% authenticity and price-match guarantees, you can shop with complete peace of mind. #RYValue #LuxuryForLess" Tone: Value-Oriented, Reassuring.
• •Headline: Beauty Questions? We've Got Answers! Body: "Navigating the world of beauty can be tricky! That's why our friendly experts and upcoming live video consultations are here to help. From finding your perfect shade to building a skincare routine, we're dedicated to your beauty journey. #RYSupport #BeautyExperts" Tone: Approachable, Supportive, Expert.
• •Headline: Fresh Trends, Trusted Favourites. All at RY. Body: "Stay ahead of the curve with the latest TikTok beauty sensations and cult classics, all curated by RY.com.au. We're passionate about bringing you the best in beauty, from innovative new arrivals to the brands you've cherished for years. What will you discover today? #RYOnTrend #BeautyDiscovery" Tone: Enthusiastic, Trendy, Trustworthy.