Brand voice strategy and website copywriting for a leading skin clinic in Victoria
Ministry of Skin (MoS) wanted to reinvigorate their brand making it more modern and distinctive. They felt their content was too similar to other skin clinics and were ready to shake things up by adopting a fresh tone of voice that showcased their expertise, unapologetic ethos and sense of fun. I partnered with Paul Kelly Creative on this multifaceted rebrand strategy.
We encouraged the audience to celebrate individuality and embrace vanity if that’s what brings them confidence and joy. Five new webpages targeted the different types of MoS personas – Style Queen (on-trend 20s), Youth Preserver (radiant 30s), Age Defyer (revitalised 40s), Transformation Seeker (specific skin concern) and Confidence King (men).
The new tagline ‘you do you’ was accompanied by strong statements like, ‘Forget feeling comfortable in your skin. We want you to feel ecstatic.’ Fun was added in headings like, ‘Chin: Only singles need apply’, ‘Lips: Fill me up buttercup’, ‘Cheeks: Pop it like it’s hot’ and ‘Brows: Look at that arch-itecture’.
What the client had to say
“Jacqui brought our brand to life in a fresh and exciting way, creating a tone of voice that feels exactly right for who we are and what we want to achieve.”