Brand Tone

The brand's tone is professional, knowledgeable, and caring. The language used on the website and in product descriptions is clinical and informative, referencing "cosmeceutical-grade" products and "clinically proven active ingredients." This is balanced by a caring and personal touch, exemplified by phrases like "I love to help customers feel better inside and out" and the emphasis on a "relaxing environment." The tone aims to build trust through expertise while fostering a nurturing and supportive connection with the client.

Brand Values

• •Expertise and Experience
• •Results-Driven Solutions
• •Holistic Well-being
• •Personalized Care
• •Natural Enhancement

Best Practices

• •Lead with Expertise: Always ground your copy in the brand's extensive experience. Use phrases like "expertly selected," "backed by 25 years of experience," and "therapist-approved" to reinforce authority.
• •Balance Clinical and Caring Language: Pair scientific terms ("liposomal retinol," "microneedling") with empathetic and benefit-focused language ("radiant glow," "feel amazing," "restorative escape"). This maintains professionalism without feeling cold.
• •Emphasize "Inside and Out": Consistently weave in the philosophy of holistic well-being. Connect the external results of the products (e.g., clear skin) to the internal feeling they inspire (e.g., confidence).
• •Use Testimonials to Build Trust: Regularly feature direct quotes from customer reviews in your marketing materials. Authentic social proof is powerful and aligns perfectly with the brand's personal nature.
• •Clearly Define the "Why": For every product or service, explain *why* it was chosen or designed. Whether it's a "hand-picked" product by Shay or a "tailored powerhouse plan," this reinforces the brand's commitment to providing curated, effective solutions rather than just selling products.

Social Perception

The brand is perceived as highly reputable and trusted, largely due to the personal reputation of its founder. Customer testimonials highlight Shay's professionalism and the quality of her services. The online shop is seen as a curated extension of her expertise, offering high-quality, specialized products that are "hand-picked and tested" by a beauty therapy expert. The perception is that of a high-end, boutique service and product line that is both professional and personally invested in the customer's well-being.

Copy Examples

• •Tired of promises in a bottle? Experience skincare that delivers real results. Our Medi+ RetinA Plus serum, featuring 1% liposomal retinol, is clinically proven to increase cell turnover, reduce pore size, and firm your skin. Trust in 25 years of beauty therapy expertise to guide your journey to a younger-looking you. Shop now for a visible difference.
• •That post-treatment glow! ✨ There’s nothing we love more than helping our clients feel amazing inside and out. Just like Ingrid said, 'Shay gives by far the best massages I have ever had.' It’s not just a treatment; it’s a moment of pure relaxation and care. Book your escape at our private Edinburgh studio. Link in bio.
• •Start your routine with the power of science. Our Medi+ Glyco Wash is a cosmeceutical-grade daily facial wash designed to deeply cleanse and exfoliate. Formulated with active ingredients, it prepares your skin for targeted treatments, ensuring maximum absorption and effectiveness. Ideal for revealing a brighter, smoother complexion.
• •Ready to commit to your skin's transformation? Introducing our new 'Acne & Scarring Bootcamp.' This 12-week powerhouse plan combines targeted in-studio treatments like Million Dollar Microneedling with a full suite of Medi+ home-care products. We’ve designed the plan; all you need to bring is your commitment. Save £144 when you book the complete package!
• •It's more than beauty. It's a feeling. At The Works Therapy, we combine 25 years of expertise with a passion for your well-being. From results-driven facials to restorative massages in our serene Edinburgh studio, our goal is to help you look and feel your best. Discover our curated skincare shop and in-person treatments today.