Brand Tone

Confident & Empowering, Friendly & Approachable, Educational & Informative, Aspirational & Chic, Playful & Upbeat

Brand Values

• •Natural & Better-for-You Solutions
• •Quality & Consistency
• •Client Experience & Confidence
• •Accessibility & Affordable Luxury
• •Innovation
• •Growth & Excellence
• •Employee Well-being (Stated)

Best Practices

• •Embrace the "Feel Flawless®" Mantra: Every piece of copy, whether for services, products, or company culture, should ultimately tie back to the core promise of making the client (or employee) feel confident, valued, and at their best.
• •Prioritize Natural & Gentle Language: When describing services and products, consistently highlight the natural aspects (e.g., "simple ingredients," "gentle on skin," "eco-friendly") to reinforce this key brand value. Avoid overly chemical or harsh terminology.
• •Maintain an Upbeat, Welcoming, and Slightly Playful Voice: Keep the tone positive, inviting, and energetic. Use friendly, conversational language. Don't be afraid to inject a bit of playful confidence, especially on social media, reflecting the "spunky playlists" and "glow getter energy."
• •Educate with Confidence, Not Condescension: When explaining the benefits of sugaring or the technology behind their tans, do so in a way that is informative and empowering, positioning S+B as knowledgeable experts without making the audience feel uninformed.
• •Visual and Verbal Alignment: Ensure the copy consistently matches the clean, chic, modern, and Mediterranean-inspired visual branding. Language should evoke a sense of accessible luxury, expertise, and a positive, uplifting experience. Review all copy to ensure it sounds like it's coming from the same friendly, confident, and knowledgeable "Sugarista" or "Sprayer."

Social Perception

Generally Positive (Client-Facing), Growing and Successful Business, Concerns Regarding Employee Treatment (Emerging), Influencer/Celebrity Endorsed (Implied)

Copy Examples

• •Instagram Post (Confident & Empowering): Ready to walk out feeling like your best self? ✨ Our signature sugaring and custom airbrush tans are more than just treatments – they're your secret weapon to unlocking that 'FEEL FLAWLESS®' energy. Book your glow-up today! #SugaredAndBronzed #FeelFlawless #ConfidenceBoost
• •Website Banner (Educational & Natural): Discover the S+B Difference: All-Natural Sugaring (just sugar, lemon, water!) for your smoothest skin ever, and Custom Airbrush Tans for that perfect, sun-kissed glow without the UV rays. Gentle, effective, and oh-so-you. Learn more about our better-for-you beauty!
• •Email Subject Line (Friendly & Playful): Hey Gorgeous! 👋 Ready for your S+B refresh? Let's get you glowing!
• •TikTok Video Caption (Upbeat & Aspirational): Vacay mode: activated. ✅ Smooth skin by S+B sugaring? Check. Perfect bronze by S+B airbrush? Double check. Manifesting good times and even better tans. ✨ #SugaredAndBronzed #GlowGetter #VacationReady #NaturalGlow
• •Product Description (Informative & Luxurious): Extend your S+B radiance at home. Our FlexExpress® Tanning Mousse, crafted with nourishing botanicals and our signature fast-acting formula, delivers that coveted salon glow with effortless application. Luxury tanning, simplified. For all skin tones.