Queen’s Shop
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Alicia is the founder of Queen’s Shop, a sustainable and inclusive hair salon in downtown Toronto.
She believes there’s a better way to do beauty.
Her mission is to run a sustainable salon using natural products and low-waste processes. She also hopes to provide a safe and inclusive space for LGBTQIA+, BIPOC and marginalised communities.
When she contacted me, Alicia felt her message of inclusivity wasn’t being communicated effectively on her website. As her beauty copywriter, she wanted me to strengthen her brand’s identity with clear, uncomplicated copy and share the salon’s work towards sustainability, inclusivity and giving back to the community.
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The first thing we did was sort through Alicia’s many initiatives and processes to devise a customer-friendly way of presenting the information. We channelled Alicia’s naturally friendly tone of voice into copy that describes the salon’s services as well as their values.
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Alicia and I agreed, we’d found a way to express her message.
But my favourite part of the project is something you might miss at first glance.
Look closely, and you’ll see we’ve added an optional ‘Pronouns’ field to the enquiries form. Queen’s Shop’s finished copy doesn’t only talk the talk, it walks the walk. And I’m pretty damn proud of that.
