The category we occupy
Skin and injectables, together.
We understand how advanced skin treatments and injectables work toward the same goal, and treat both under one roof — not as two separate businesses sharing a waiting room.
Fit.
The Social Cue · Client Brand Guide
Face
Fit.
The reference for how Face Fit shows up: warm, down-to-earth and boutique — skin and injectables treated together, without the corporate or influencer feel.
Face Fit · Brand GuideContents
Table of Contents.
01
Part One
Brand Positioning.
The foundation of Face Fit: why it exists, who it serves, and the warm, boutique standard clients should feel in every interaction — on the Coast and, increasingly, beyond its original age group.
Face Fit · Brand Guide
Section 01
Who We Are.
Face Fit is a boutique, down-to-earth skin and cosmetic injectable clinic in Southport, Gold Coast. Founded in 2017 by Brooke and Charlotte to close a gap they saw in the market — a genuinely personal, multi-treatment clinic offering both advanced skin treatments and injectables under one roof — Face Fit is now led day-to-day by Clinic Manager and co-owner Ashleigh Roberts.
The brand is not built around a single star injector or a shopping-centre beauty-bar model. It is built around a trusted team: clients are comfortable being seen by anyone at Face Fit because they trust the clinic’s standards, not just one practitioner. That structural trust, paired with over 20 years’ collective team experience, is the foundation everything else sits on.
The standard we hold
Boutique, not corporate.
Not shopping-centre based. Every client is uncovered as an individual, given options, and treated by a team they can trust as a brand — not just one person.
“We specialise in achieving natural, yet noticeable results. We do not detract from your natural beauty — we enhance it.”
Face Fit · Brand Guide · Part 01
Section 02
Founder Story.
Face Fit was first thought up between Brooke (a nurse pursuing injectables) and Charlotte (a Dermal Therapist who owned a day spa in Surfers Paradise) at an Easter BBQ in 2017. As long-time friends, they realised there was a gap on the Gold Coast for a close-knit, multi-treatment clinic offering both skin and injectables — most of the market at the time was corporate or single-service. They opened Face Fit on 4 September 2017 as a two-room clinic with a team of four; it has since grown to four treatment rooms and a full waiting room.
Ashleigh Roberts joined in 2020 after a career as an operations manager for a dental corporate. A personal reset during COVID led her to study dermal aesthetics, and she grew into the Clinic Manager role over roughly six years as Brooke and Charlotte’s priorities shifted toward family. In 2026, as the founders stepped back from daily operations, Ashleigh moved into co-ownership — carrying the clinic’s founding standards of quality, safety and trust into its next chapter, including the honest recognition that the business has to evolve with its team.
“I help make people love their skin, feel confident in their skin.” — Ashleigh Roberts, Clinic Manager & Co-Owner
Face Fit · Brand Guide · Part 01
Section 03
Brand Archetype.
Primary — The Caregiver
Warm, attentive, protective.
Face Fit exists to look after people, not to sell to them. The Caregiver shows up as unhurried consultations, honest treatment plans, and staff who make first-time and nervous clients (including men) feel instantly at ease.
Secondary — The Sage
Education-led, evidence-based.
Ashleigh is explicit that Face Fit won’t chase trends with no science behind them. The Sage shows up as patient education, realistic expectations, and a refusal to promise results the clinic can’t guarantee.
What this means for us: lead with warmth and reassurance first, credentials and evidence second — never lead with urgency, insecurity, or a hard sell.
Face Fit · Brand Guide · Part 01
Section 04
Vision, Mission & Values.
Vision
To still be one of the Gold Coast’s major, most trusted skin and injectable clinics in five years — running all four treatment rooms at full capacity, with a reputation that makes staff want to work here and patients want to come here.
Mission
Every day, treat skin and injectables together, as one team clients can trust — educating first, over-treating never, and welcoming clients regardless of age or gender.
TrustIn the Face Fit team as a brand, not one individual practitioner.
WarmthDown-to-earth, approachable, never influencer-glossy.
EvidenceScience-backed treatments over chasing trends.
HonestyRealistic expectations over guaranteed results.
InclusionWelcoming to everyone — not gendered, not age-gated.
LongevityLong-term skin health and long-term client relationships over one-off sales.
Face Fit · Brand Guide · Part 01
Section 05
Brand Narrative.
Most Gold Coast clinics pick a lane: they are either an injectables clinic with a skin menu bolted on, or a day spa that occasionally refers out for injectables. Face Fit was built differently — from a kitchen-table conversation between a nurse and a Dermal Therapist who both saw the same gap. Skin and injectables, done together, by people who understand how they work toward one result.
For years that model was carried by a small number of trusted, senior practitioners and a client base built almost entirely around women aged 45–55. That worked — until it didn’t. As the clinic’s most senior injector stepped back and the team got younger, older clients started saying the quiet part out loud: they didn’t trust a 20-something with their face. Rather than pretend nothing had changed, Face Fit is doing the harder, more honest thing: acknowledging the shift and deliberately repositioning around a younger, more gender-neutral client base that the current team and brand can genuinely serve.
That’s the story worth telling: a clinic honest enough to admit what’s no longer true, and confident enough to build the next chapter on what already works — trust in the team, warmth over glamour, and a teal identity that was gender-neutral before the industry caught up.
Face Fit · Brand Guide · Part 01
Section 06
What We Offer.
| Category | Treatments | Entry point |
|---|---|---|
| Skin Treatments | HydraFacial, Skin Needling, LED Light Therapy, Clear & Brilliant, tailored Facials, Skintro / Skin Consult | Skintro / Skin Consult, or HydraFacial for well-known-treatment searches |
| Aesthetic / Cosmetic Injectables | Anti-wrinkle, dermal filler, tailored cosmetic consultations (Registered Nurse and Doctor-led) | Injectable / aesthetic consultation — the main website booking goal |
| Retail | Aspect, Cosmedix, Nordic Naturals, Dermaviduals, Luna Lux, Societe and more, via the online shop | In-clinic upsell and online shop (free shipping over $100) |
| Seasonal / campaign offers | Peel Bar (launching), gift vouchers | Offers page |
Note: by law, injectable (S4 medication) pricing cannot be advertised or quoted over the phone — only in an in-person consult. Skin treatment pricing can be shown publicly.
Face Fit · Brand Guide · Part 01
Section 07
Ideal Client Profile.
Face Fit is deliberately shifting its core client age band down from ~45+ to 35–45, while building a credible, low-key path for male partners of existing clients.
35–45Target age band (shifting down from a historical ~45+ average)
~5kmTypical travel radius for regular skin clients (injector loyalty travels further, but is fragile)
4–6 wksVisit cadence for the best clients, who use both skin and injectables
The best Face Fit client comes in for both skin and injectables roughly every 4–6 weeks, buys retail skincare, trusts the Face Fit team rather than one injector, and refers friends, family, colleagues and partners. She is financially comfortable enough to prioritise these services consistently, local (within the ~5km skin radius, more flexible for a trusted injector), and often arrives via word of mouth, a nearby school or hairdresser connection, or a named-treatment Google search (e.g. “HydraFacial Gold Coast”).
An emerging secondary segment is the male partner of an existing client — typically 28–35, image-conscious, low price-sensitivity, and currently reached almost exclusively through his partner rather than directly.
Not the ideal client: one-off visitors/travellers who can’t be followed up if something goes wrong; clients wanting everything done in one visit who later regret the spend; “clinic shoppers” who arrive already blaming several previous providers.
Face Fit · Brand Guide · Part 01
Section 08
Tone of Voice.
| Attribute | What it means in practice | We say | We don’t say |
|---|---|---|---|
| Warm | Down-to-earth, never cold or clinical-only | “Come in, let’s have a chat about what you’d like to see change.” | “Book a consultation to discuss treatment options.” |
| Honest | Realistic outcomes, no guarantees | “We can’t guarantee a result, but here’s what we’d expect.” | “Guaranteed results every time.” |
| Inclusive | Welcoming regardless of age or gender, without a loud pivot | “Everyone is welcome at Face Fit.” | Female-only or age-specific framing (e.g. “empowered at any age”) |
| Educational, not preachy | Explain the why, respect the client’s intelligence | “Here’s why we’d start with anti-wrinkle before filler.” | Fear-based or insecurity-driven copy |
| Understated confidence | Let 20+ years of experience speak for itself | “Our team has over 20 years’ collective experience.” | Influencer-style hype or glossy, staged imagery |
Face Fit · Brand Guide · Part 01
Section 09
Content We Produce.
| Format | Frequency | Platform | Purpose |
|---|---|---|---|
| Skin content (filming) | Monthly block, with skin therapist Maddie | Social / website | Education, credibility, low regulatory risk |
| Blog articles | Ad hoc | Website | Organic search discovery (already outperforming expectations for named treatments) |
| Testimonials / reviews | Ongoing | Website / Google | Trust and social proof (330+ five-star reviews) |
| Campaign creative (e.g. Peel Bar shoot) | Per campaign | Offers page / paid | Named-offer entry points |
What we don’t produce (yet): injectable talking-head content — individual nurse registration and AHPRA restrictions make the team cautious about who is confident to appear on camera and what can legally be said. TikTok content is not a current priority given the current client base.
Face Fit · Brand Guide · Part 01
Section 10
Topics We Own.
Pillar 01
Preventative skin care
Early signs of ageing, pigmentation prevention on the Gold Coast, and starting treatment before damage sets in.
Pillar 02
Named skin treatments
HydraFacial, Clear & Brilliant, Skin Needling — the exact search terms clients already use to find Face Fit.
Pillar 03
Bridal & event skin
Time-bound, 6-month lead-up treatment plans for weddings and major events.
Pillar 04
Understanding injectables (compliantly)
What anti-wrinkle and filler can and can’t do, without pricing or claims that breach AHPRA rules.
Pillar 05
A clinic for everyone
Quiet, credible signals of inclusivity — not a loud campaign, but consistent representation over time.
02
Part Two
Brand Now.
Where Face Fit stands today, mid-repositioning: strong trust and reviews, a competitive set mostly aging out of the space Face Fit wants to own, and a website that hasn’t caught up to the clinic it is becoming.
Face Fit · Brand Guide · Part 02
Section 11
Brand Audit Overview.
| Dimension | Rating | Observation |
|---|---|---|
| Reviews & reputation | Strong | 330+ five-star reviews, warm and consistent language across testimonials. |
| Visual identity (teal, logo) | Strong | The teal is distinctive and already reads gender-neutral — a real asset for the repositioning. |
| Website content vs. clinic reality | Needs Work | No dedicated skin menu; treatment pages not yet built out, which is limiting organic search rankings for named treatments. |
| Age & gender positioning | Watch | Messaging still skews toward the 45+ female audience the business is actively moving away from. |
| Tracking / measurement | Needs Work | Dapple–GTM/Meta pixel integration gap is limiting paid social learning; Meta campaign currently paused as a result. |
Face Fit · Brand Guide · Part 02
Section 12
SWOT Analysis.
Strengths
- 20+ years’ collective team experience, 330+ five-star reviews
- Only clinic combining skin + injectables under one roof at this scale locally
- Teal identity already reads gender-neutral
- Client trust in the brand, not one practitioner
Opportunities
- No local competitor credibly owns the gender-neutral, younger positioning
- A key across-the-road competitor has taken its website down
- Skin side has room to grow beyond the historical 80% injectables mix
- Male partners of existing clients are an under-tapped, low-effort segment
Weaknesses
- No live skin menu; treatment pages incomplete for SEO
- Dapple–GTM/Meta tracking gap limiting paid learning
- Injectable content constrained by AHPRA/registration caution
- Currently running at roughly half treatment-room capacity
Threats
- Older client base leaking slowly as trust in a younger team hasn’t transferred yet
- Tightening AHPRA/advertising regulation on injectables and emerging treatments (e.g. PRP/PRF)
- Established local competitors (Skin Forum, Filtered Faces) with strong reputations
- Risk of alienating loyal older clients while repositioning younger
Face Fit · Brand Guide · Part 02
Section 13
Competitor Landscape.
| Name | Location | Positioning | Model | Key differentiator |
|---|---|---|---|---|
| Skin Forum | Gold Coast | Skin-led, respected branding | Specialist skin clinic | Longest-standing, most direct competitor; strong website |
| Belladonna | West Burleigh | Established, long reputation | Multi-service clinic | Less proximate now; further from Face Fit’s catchment |
| Filtered Faces | Gold Coast | Injector-led, safety-focused | Injectables, ultrasound-guided | Industry trainer; principal aged 40s–50s (ageing out of the target segment) |
| Seton’s Cosmetic Clinic | Gold Coast | Direct competitor for target space | Injectables / aesthetics | Positioned similarly to where Face Fit is heading |
| Muse Aesthetics | Gold Coast | Direct competitor for target space | Injectables / aesthetics | Positioned similarly to where Face Fit is heading |
| Paul’s Mediclinic | Southport (directly across the road) | Trainer-led, well-respected | Injectables | Principal in her 50s; website recently taken down — an opening for Face Fit locally |
White space: no competitor in this set is credibly gender-neutral, younger, and still science-backed and down-to-earth. Face Fit can own “the boutique, down-to-earth clinic that treats skin and injectables together, welcoming for men and women, without the corporate or influencer feel.”
Face Fit · Brand Guide · Part 02
Section 14
Competitive Positioning Map.
Injectables-led
Skin-led
Established / older-skewing
Younger / gender-neutral
Face Fit
Filtered Faces
Paul’s Mediclinic
Skin Forum
Seton’s
Muse Aesthetics
Belladonna
Conclusion: Face Fit sits between the injectables-led and skin-led camps — its natural advantage — and is the only clinic in the set actively moving toward the younger, gender-neutral quadrant while every direct rival's most senior face is ageing further into the segment Face Fit is leaving.
Face Fit · Brand Guide · Part 02
Section 15
Landing Page Audit.
| Element | Rating | Recommendation |
|---|---|---|
| Headline clarity (facefit.com.au) | Watch | Homepage headline is treatment-generic; make the boutique/down-to-earth + skin-and-injectables angle explicit above the fold. |
| Skin treatment pages | Gap | No dedicated, individually-optimised pages for HydraFacial, Clear & Brilliant, Skin Needling — Ash confirms this is limiting how new patients find Face Fit organically. Build these first. |
| Social proof | Strong | 330+ reviews displayed on-page; keep this prominent as the age-band shifts. |
| Booking path | Strong | Clear BOOK CTA throughout; Dapple booking flow is the primary conversion goal. |
| Gender-neutral signals | Gap | No current imagery or copy speaks to male clients; Ash and Kley discussed low-key imagery (e.g. a man getting a HydraFacial) rather than a dedicated "for him" section. |
03
Part Three
Marketing Strategy.
How Face Fit finds, converts and keeps the client it wants — built around trust, referral, and search, with paid social paused until tracking is fixed.
Face Fit · Brand Guide · Part 03
Section 16
Target Audience.
Primary persona — “The Bridging Client”
35–45, local, dual-treatment.
Situation: noticing early signs of ageing, or has an event (often a wedding) on the horizon. May be a young professional with dual income and no kids yet, or a bridal client on a 6-month lead-up.
Goals: look fresh and healthy without looking “done”; start preventative rather than corrective; build a long-term relationship with one trusted clinic.
Frustrations: can’t get injectable pricing over the phone (legal restriction, but reads as evasive); worried a younger practitioner won’t “understand her face”; TikTok/online advice she’s tried hasn’t worked.
How she evaluates: word of mouth first, then Google reviews and named-treatment search, then an in-person consult to build trust before committing to a plan.
Success looks like: friends and family noticing and complimenting her skin; feeling comfortable enough to bring her partner in too.
Secondary persona — “The Invited Partner”
28–35, male, arrives via his partner.
Image-conscious but apprehensive about a space that has always felt female-coded. Needs to see himself represented before he’ll book — not through a loud “for him” campaign, but through quiet, consistent signals (a man getting a HydraFacial, a comfortable waiting-room experience) that say he belongs without singling him out.
Face Fit · Brand Guide · Part 03
Section 17
Client Pain Points & Triggers.
| Trigger | Underlying pain | Client’s words |
|---|---|---|
| Noticing early ageing | Wants to start preventatively, not correctively | “I’m just starting to feel old.” / “My skin just feels really blah.” |
| An upcoming event (wedding, milestone) | Time-bound pressure creates urgency and commitment | Bridal clients commit to 6-month plans once the date is set |
| Dull, tired-looking skin despite trying things | Home remedies / TikTok advice haven’t worked | “My skin’s just looking dull all the time, no matter what I do to it.” |
| Trust in a practitioner or referral | Wants reassurance before committing | Comes via a specific recommendation, not cold search |
| Partner’s visible results | Male partner starts feeling like he’s ageing by comparison | “She’s starting to look really young, I’m starting to look really old.” |
Face Fit · Brand Guide · Part 03
Section 18
How Clients Find Us.
| Channel | Status | Role in the journey |
|---|---|---|
| Word of mouth / referral | Active — strongest channel | Highest-trust entry point; referred clients already have an implicit relationship |
| Google organic search | Active | Named-treatment searches (HydraFacial, Clear & Brilliant); limited by missing dedicated treatment pages |
| Google Ads (paid search) | Active, ongoing fine-tuning with Kley | Supplementing organic while treatment pages are built out |
| Meta / Instagram | Paused | $50-offer campaign paused pending the Dapple–GTM tracking fix; most current clients aren’t active on Instagram, though this may shift as the age target drops |
| TikTok | Not used | Seen as a source of misinformation for clients, not currently a target platform for Face Fit’s own content |
| Native app (in development) | Android near-ready, iOS to follow | Long-term goal: own the client relationship directly, reducing reliance on Google |
Recommendation: prioritise fixing Dapple–GTM/Meta tracking before resuming paid social, and build out individual skin-treatment landing pages to capture existing organic demand.
Face Fit · Brand Guide · Part 03
Section 19
Content Strategy.
Primary channel: the website, supported by organic Google search and word of mouth. Formats: monthly-filmed skin content, blog articles targeting named treatments, testimonials. Principle: education over promotion — explain the “why” behind a treatment before asking for the booking.
Content and business development are connected through search: Ash notes the website's real job now is credibility — including showing up well when people or AI tools like ChatGPT are asked about Face Fit — not just direct conversion, which the native app is intended to own over time.
What we don’t do: injectable talking-head video (registration/AHPRA caution), TikTok content, influencer-style posed shoots.
Face Fit · Brand Guide · Part 03
Section 20
Measurement Framework.
| Type | Metric | Why it matters |
|---|---|---|
| Leading | New Google Ads/organic enquiries by treatment page | Shows whether new treatment pages are capturing existing search demand |
| Leading | Referral rate (self-reported at booking) | Ash’s preferred long-term success measure as the database matures |
| Leading | Website sessions on skin menu / treatment pages | Direct signal that the site reflects the clinic as it is now |
| Lagging | New patients per month (benchmark: ~45 at full capacity, ~26 recently) | Core growth measure while the clinic works back toward full capacity |
| Lagging | Treatment-room utilisation (currently ~50%) | The clearest measure of progress toward the 5-year vision |
Monthly review checklist: new patients by channel · referral rate · treatment-room utilisation · Google Ads performance vs. spend · status of the Dapple–GTM tracking fix.
Face Fit · Brand Guide · Part 03
Section 21
Marketing Copy Bank.
Blog post headlines
1. “HydraFacial Gold Coast: What to Expect at Face Fit” (Named Treatments)
2. “Clear + Brilliant on the Gold Coast: Is It Right for You?” (Named Treatments)
3. “Why We Start Preventative, Not Corrective” (Preventative Skin Care)
4. “Your 6-Month Bridal Skin Timeline” (Bridal & Event Skin)
5. “Anti-Wrinkle 101: What It Actually Does (And Doesn’t)” (Understanding Injectables)
6. “Why Face Fit Clients Trust the Team, Not Just One Injector” (A Clinic for Everyone)
Email subject lines
1. “Your skin, six weeks from now.”
2. “We can’t quote you over the phone — here’s why.”
3. “Getting married? Start here.”
4. “Bring him in too.”
Example social posts
Insight post: “You can’t get injectable pricing over the phone — not because we’re difficult, because it’s the law. Here’s what an in-clinic consult actually looks like.”
Story post: A client’s 6-month bridal skin journey, told through her own words at each stage.
Contrarian post: “We won’t offer a treatment just because it’s trending on TikTok. Here’s what we actually recommend, and why.”
Face Fit · Brand Guide · Part 03
Section 22
Campaign Playbook.
A campaign is one topic, one audience, one goal — e.g. the planned Peel Bar launch, aimed at existing skin clients, with the goal of driving Offers-page bookings.
| Phase | Activity |
|---|---|
| Weeks 1–2 | Campaign shoot and anchor content (e.g. Peel Bar imagery), published to the Offers page |
| Weeks 1–2 | Organic social distribution and email to existing client list |
| Weeks 2–3 | Engagement follow-up; staff prompt regulars in-clinic |
| Weeks 3–4 | Paid support only once Dapple–GTM/Meta tracking is confirmed working |
| Weeks 5–6 | Review bookings attributable to the offer against management cost, as done for the previous $50-offer campaign |
What a campaign is not: an always-on discount, or a channel switched on without a way to track whether it converted.
04
Part Four
Visual Identity.
The identity as it lives on facefit.com.au today. A designer/copywriter refresh is underway (secondary palette and possibly the heading font) — this section documents the current, live system and flags what is still in progress.
Face Fit · Brand Guide · Part 04
Section 23
Visual Identity Overview.
The Face Fit logo and teal identity are staying through the current brand refresh — they already read as gender-neutral, which is a genuine asset for the repositioning. Keep clear space equal to the height of the “F” around the logo on all sides. Minimum digital width: 120px.
Approved backgrounds
White or light neutral only.
The logo is set in teal outline type — it needs a clean, light background to stay legible.
Do not
Don’t recolour, stretch, or place on busy imagery.
Don’t substitute the purple/red secondary colours until the external designer’s refresh is finalised and confirmed accessible.
Face Fit · Brand Guide · Part 04
Section 24
Colour Palette.
Face Fit Teal#15BCAA
RGB 21,188,170
Primary brand colour — staying through the refresh
RGB 21,188,170
Primary brand colour — staying through the refresh
Soft Mint#DCEBE9
RGB 220,235,233
Light backgrounds, section tints
RGB 220,235,233
Light backgrounds, section tints
Ink#32373C
RGB 50,55,60
Primary text
RGB 50,55,60
Primary text
Grey#7A7A7A
RGB 122,122,122
Secondary text, captions
RGB 122,122,122
Secondary text, captions
White#FFFFFF
Primary surface
Primary surface
In progress: the current secondary palette (purple and red, used in older print/app assets) has been flagged by the client’s team as failing accessibility contrast minimums and is under review for a gender-neutral-friendly replacement. Do not treat purple/red as final — check with Ash before using them in new work.
Face Fit · Brand Guide · Part 04
Section 25
Typography.
Heading — Playfair Display
Face Fit, Southport
Used today for headings across facefit.com.au. Weights in use: 400, 900. In progress: the client’s brand refresh is considering a replacement heading font as part of the gender-neutral repositioning — treat this as the current, not final, heading typeface.
Body — Roboto
Advanced skin treatments and cosmetic injectables.
Used for body copy and UI text; Roboto Slab appears in select accent contexts. Staying as-is through the refresh.
| Style | Typeface | Use |
|---|---|---|
| Display / Headlines | Playfair Display, 900 | Hero headings, page titles |
| Section Headings | Playfair Display, 400–700 | H2/H3 across the site |
| Body Text | Roboto, 400 | Paragraphs, descriptions |
| Labels & Captions | Roboto, 500–700, uppercase | Nav, buttons, small labels |
Face Fit · Brand Guide · Part 04
Section 26
Brand Voice in Practice.
- We believe customer service is a genuine differentiator, not a cliché — even though every clinic claims it.
- We believe a client should never leave feeling pressured into more than they came in for.
- We believe gender-neutral doesn’t mean gender-blind — make the space welcoming without erasing what already works for existing clients.
- We believe education beats trend-chasing, even when trends would be easier content.
| We say | We don’t say |
|---|---|
| “We’ll talk you through your options.” | “Guaranteed transformation.” |
| “Come in for a consult and we’ll go from there.” | “Prices from $X” (for injectables — not legally permitted) |
| “Everyone is welcome at Face Fit.” | “Treatments for her” / “treatments for him” |
| “We won’t recommend something without evidence behind it.” | “As seen on TikTok” |
Context adjustment: on Instagram/social, keep it short and visual with the same warmth; in a proposal or consult, slow down and lead with education; on the website, prioritise clarity on what each treatment involves over persuasive copy.
Face Fit · Brand Guide · Part 04
Section 27
Image & Photography Guidelines.
Principles: authentic clinic and client moments over stock photography; natural light in the waiting room and treatment rooms; real staff, real clients (with consent), never posed “real estate photoshoot” styling — a look Ash is explicit Face Fit never wants to sound or look like.
Avoid: generic stock imagery, glossy influencer-style staging, high heels and blazer-dress “corporate” looks, and anything that reads as exclusively female-coded now that the brand is broadening its audience.
As the repositioning progresses: the team discussed a planned photo day including male models (e.g. a man getting a HydraFacial, a tradie-style client buying skincare) to build a small, natural library of inclusive imagery — low-key representation rather than a dedicated “for him” gallery. No client photos were supplied for this draft; add them here once available.
Note:
inputs.photos is set to skip for this draft — run scripts/prep_photos.py once Face Fit supplies approved images to populate this section with a real gallery.