Cura Aesthetics
We helped build this brand from the ground up for a client starting her own MedSpa. Her goal? To help people find outer beauty through inner confidence by employing an integrated, personalized, and professional approach. In other words: She was on a mission to be a different kind of MedSpa, one that puts people’s holistic health first. In a name, she was looking for something modern, timeless, and creative — something that would stand out from the competition, while still referring in some way to the business itself.
The result? Meet Cura Aesthetics
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Voice: At Cura Aesthetics, we know what it’s like to spend your entire MedSpa appointment wishing for a more thoughtful treatment plan and wondering if your aesthetician will even remember your name once you’ve walked out the door. Luckily, part of our antidote to the existing industry apathy can be found (or read) in how we engage with our patients every day.
Our copy is written to embody each of the following characteristics:
We Showcase Our Expertise: Even when we’re chatting with clients about their weekend plans, make no mistake: we are dedicated medical professionals first and foremost who take our work seriously. We earn the trust patients place in us through content that is consistently informative and value-driven, yet relatable at the same time.
We Are Passionate: We love what we do, and it shows — from the copy we write to the services we perform. In writing, that passion takes shape as a spirited, warm, engaging, and authentic voice — without betraying our professional roots.
We Tell It Like It Is: We don’t just understand the pain points our patients have faced in the past, we cure them by communicating in a clear, direct, and transparent way. No hidden costs and fine print found here, thank you very much!
We Are Polished: We’re delivering a personalized luxury experience where patients feel comfortable and cared for — and it starts before they even book their first appointment. For that reason, we use language that’s refined, sharp, and elevated to establish cohesive, high-end interactions that our clients can always count on.
Behind the Name: Cura was a divine Roman goddess whose name means care or concern. Aesthetics, on the other hand, refers to the MedSpa work itself...although this client doesn't approach it quite like anyone else. When you combine the two words, you get Cura Aesthetics, a name that signifies how she’s reimagining the MedSpa industry: through caring.
Tagline: The cure is in the care.
Mission: To create a luxury aesthetic experience for patients seeking skilled, thoughtful, and comprehensive care.
Vision: To offer a caring cure for traditional MedSpa experiences by putting every patient’s holistic health first.
Philosophy: In a space saturated with transactional MedSpas focused only on outward appearances, we believe that you can’t look your best if you don’t feel it first — and that a little caring can go a long way. That’s why we cure our patients from the inside out through expert care with an enduring emphasis on holistic health. The result? Clients who leave feeling (and looking) like the whole packages they are...and ready to take on the world.
Tone: Striking The Right Balance. In language, we express our brand personality by striking the right balance between professionalism and approachability. While we don’t wish to intimidate or overwhelm patients by leading with pointless medical jargon, we still seek to convey our deep medical expertise, a clear differentiator from the competition. And remember: since we’re in the business of forming lasting, personal relationships with clients, a dash of personality can make a world of difference! In other words — never be afraid to keep it real and simply be yourself, especially when a situation (or specific marketing channel) calls for it.
