Brand Tone

Professional, Knowledgeable, Supportive, Customer-Centric, Enthusiastic, Passionate, Trustworthy, and Reliable.

Brand Values

• •Quality
• •Expertise & Education
• •Customer Success & Support
• •Innovation
• •Safety & Health-Consciousness

Best Practices

• •Prioritize "Professional & Knowledgeable": Always ensure information is accurate, well-explained, and showcases expertise. Use industry-correct terminology where appropriate (especially for pro-facing content) but explain it clearly for a broader audience. Highlight years of experience and product benefits based on quality ingredients and technology.
• •Infuse "Supportive & Customer-Centric" Language: Use words that convey partnership, assistance, and a focus on the customer's needs and success. Phrases like "we're here to help," "your success matters to us," and "achieve your best tan" can be effective. Offer clear guidance and solutions.
• •Maintain an "Enthusiastic & Passionate" Undercurrent: Let your love for the sunless tanning industry shine through. Use positive, vibrant language when describing results and benefits (e.g., "radiant glow," "flawless finish," "boost your confidence").
• •Build with "Trustworthy & Reliable" Statements: Reference your experience, commitment to quality, and customer satisfaction. Use testimonials or positive review snippets (with permission) where possible to build social proof.
• •Be Consistent Across All Channels: Ensure the tone used on the website, in email marketing, social media captions, and product descriptions is aligned. Develop a simple style guide for anyone writing copy for the brand. This includes not just word choice but also the level of formality and the way you address the audience.

Social Perception

Positive for Product Quality and Results. Appreciation for Customer Service. Seen as a Resource for Professionals. Generally Positive Online Sentiment.

Copy Examples

• •Headline: Unlock Your Perfect Glow: Professional-Grade Sunless Tanning, Delivered. Body: At The Sunless Store, we've been empowering salon owners and at-home tanning enthusiasts since 2002 with the highest quality solutions and equipment. Get expert support and the industry's best for a flawless, natural-looking tan every time.
• •Headline: Your Success is Our Sunshine. Body: We're more than just a supplier; we're your partner in glow. Discover our extensive range of sunless tanning essentials, backed by expert advice and dedicated customer support. Let's make your clients (or you!) shine.
• •Headline: Tired of Orange? Embrace the Art of Sunless. Body: Achieve that perfect, streak-free bronze you've always dreamed of. The Sunless Store offers cutting-edge formulas and equipment, trusted by professionals for consistently beautiful, natural-looking results. Say goodbye to guesswork and hello to radiant confidence.
• •Headline: From Novice to Pro, We've Got Your Glow Covered. Body: Whether you're starting your sunless journey or stocking your busy salon, find everything you need at The Sunless Store. Explore top brands, innovative solutions, and educational resources designed to elevate your tan game.
• •Headline: The Secret to a Lasting, Luxurious Tan? It Starts Here. Body: Don't settle for less. Invest in premium sunless tanning products that deliver exceptional color and care for your skin. The Sunless Store is your trusted source for quality, innovation, and everything you need to glow safely.