March 23, 2024

How to Craft a Distinct Beauty Brand Tone of Voice

A brand's tone of voice is an aspect sometimes overlooked by emerging brands. To define its voice, a brand can start by characterizing its personality, its core values, and the emotions it wishes to evoke in its audience through its copy. Brand tone of voice is the personality and 'vibe' conveyed through your company's communications. It transcends visuals. It's about how you speak to your customers, the words you choose, and the feelings you evoke. A unique brand tone of voice can enhance customer engagement by making each brand encounter feel unmistakably familiar.

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March 6, 2024

3 Beauty Brand Lessons: How The New Guard of Prestige Brands Build Their Legacy

Craft your brand's lasting legacy by meticulously curating every touchpoint, from packaging to digital presence, for an unforgettable brand experience.

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February 10, 2024

Beyond Aesthetics: How to Master your Beauty Brand Refresh

Explore the personal journey behind beauty brand refreshes, driven by founder evolution and the quest for a captivating visual identity.

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January 26, 2024

Beauty Branding Basics: 5 Essential Components of a Beauty Brand Identity (An Expert Agency’s Guide)

Learn how to craft a solid beauty brand positioning strategy and values to set your brand apart and attract your ideal customers

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December 11, 2023

From Chance to Strategy: 21 Must-Ask Questions for Beauty Brand Founders

The day-to-day of growing an indie beauty brand will keep you on your toes. With a never-ending avalanche of tasks crying out your name, it’s often hard to make the time and headspace to strategize and think ahead. In the fast-moving world of the beauty business, taking time to strategize can help give you the upper hand.

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November 21, 2023

The Beauty Business: How to Launch Your Beauty Brand Internationally

Prepare your beauty brand for international expansion, covering regulatory compliance, consumer preferences, and audience connection strategies.

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November 4, 2023

7 Beauty Marketing Strategies: How to Build a Deeper Connection With Your Beauty Brand Audience

Apply therapist-inspired strategies to foster authentic connections, enhance loyalty, and deepen audience resonance for your beauty brand.

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October 28, 2023

Why Your Agencies and Partners Don’t ‘Get’ Your Brand

Many brand founders find themselves tearing their hair out when their teams and agencies aren't on the same page. Wasted ad spend, reshoots, reworks, and content that just misses the mark eats into their budgets, tarnishes their brand image, and confuses their customers.

But sometimes this can happen because founders make one mistake – they have no brand guidelines, but if they do have them in place, they often barely scratch the surface, limiting themselves to aspects like logos and color palettes instead of speaking to how to express their brand's essence across different mediums.

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September 29, 2023

Insights for Indie Brands: How to Outshine the Copycats

Picture this: you're an indie brand founder, and a manager from a global beauty giant buys your products to inspire their next launch. In another scenario, a top Amazon seller has your packaging in hand, sending it off to their manufacturer with hopes of mirroring your unique mold. Or how about this, poor-quality counterfeits are causing complaints, that you have to deal with. These challenges are all too common for emerging indie brands. With the line between inspiration and imitation being razor-thin and blurred.

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September 2, 2023

Double Trouble: How to Navigate the Demographic Divide

Some brands that first soared on Instagram are now facing a curious situation. Fast forward five years or so, and Millennials dominate their customer base. Then when these brands extended their reach to TikTok, they attracted a notably younger, Gen Z crowd.

Their challenge – How to cater to two distinct demographics while maintaining brand cohesion?

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About us:
We're a branding and marketing agency based in Sydney, Australia and serve an international client base. Our team of beauty, fashion and luxury strategists and designers are based in the US, UK, Australia & Asia.





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