Brand Tone

Expert & Educational, Caring & Trustworthy, Results-Oriented & Confident, Approachable & Down-to-Earth, Professional & High-Quality

Brand Values

• •Efficacy & Results
• •Client Education
• •Personalization & Customized Care
• •Trust & Expertise
• •Quality & Science-Backed Solutions
• •Holistic Approach

Best Practices

• •Embody Shari's Voice: Since Shari Spakes is central to the brand's identity and trust, all copy should reflect her blend of expertise, care, and approachable authority. Ask: 'How would Shari explain this to a client?'
• •Prioritize Education: Frame product descriptions, social media posts, and ads around educating the consumer – not just selling. Explain the 'why' behind ingredients and treatments.
• •Showcase Results & Expertise (with Authenticity): Use client testimonials (with permission), before & afters (if appropriate and ethical), and highlight Shari's years of experience and accolades. Avoid over-the-top hype; let the results and expertise speak confidently.
• •Maintain a Supportive and Reassuring Tone: Especially when addressing skin concerns, use empathetic and encouraging language. Reiterate that you're there to help and guide them.
• •Be Consistent Across Platforms, Adapt the Style: While the core tone (Expert, Caring, Results-Oriented) remains, adapt the style to the platform. TikTok can be more informal and visual, while the website and email might be slightly more detailed and polished. However, the underlying personality should remain recognizable as SF Skincare.

Social Perception

Highly Respected Expert, Transformer of Skin, Caring Professional, Provider of High-Quality Products, Influencer in Skincare

Copy Examples

• •Instagram Post (Image: Glowing client post-facial): Unlock your skin's true potential. ✨ With over 24 years of experience, I'm here to guide you to the radiant, healthy skin you deserve. It's not just about a facial; it's about understanding your skin's unique needs and crafting a path to lasting results. Ready for your transformation? Let's talk. #SFSkincare #ExpertEsthetician #RealResults #GlowingSkin #ClientEducation
• •Product Page (for an anti-aging serum): Turn back the clock with confidence. This powerhouse serum, packed with [Key Ingredient 1] and [Key Ingredient 2], is handpicked for its proven ability to diminish fine lines and restore youthful vitality. I've seen the incredible results firsthand with my clients. Invest in your skin's future – it will thank you. Questions? I'm here to help you choose the perfect solutions. #ScienceBackedSkincare #AgeDefying #ExpertApproved #ShariRecommends
• •Email Newsletter Subject: Still searching for that glow? Your expert is here. Hi [Client Name], Are you tired of skincare that promises the world but doesn't deliver? At SF Skincare, we believe in a different approach: expert knowledge, personalized care, and products that truly work. I'm Shari Spakes, and for over two decades, I've helped countless San Franciscans achieve their best skin ever. Let me help you understand what your skin craves. Explore our curated, results-driven collections or book a consultation for a truly bespoke routine. Your journey to radiant skin starts now. [Link to Shop] [Link to Book]
• •TikTok Video Script (Shari holding a product): Hey everyone! Let's talk about [skin concern, e.g., stubborn hyperpigmentation]. I know how frustrating it can be. But I've got your back! This [Product Name] is a game-changer because [explain key benefit simply]. I always tell my clients, consistency and the *right* products are key. Want to know if this is right for you? Drop your questions in the comments! #SkincareExpert #ProblemSolver #SFSkincareTips #RealAdvice #[ProductBrand]
• •Facebook Ad (targeting users interested in acne solutions): Tired of breakouts controlling your life? As an esthetician specializing in acne for over 24 years, I understand. At SF Skincare, we offer more than just products; we offer solutions and expert guidance. Discover clinically proven treatments and effective home-care routines designed to bring clarity and confidence back to your skin. Let's achieve your clear skin goals together. Learn more and shop effective acne solutions: [Link] #AcneSolutions #ClearSkinJourney #ExpertCare #SFSkincare #ResultOriented