Laser Clinics Australia has unveiled a new brand identity celebrating the uniqueness of its clients − and their freedom to look the way they want.

Laser Clinics Australia head of marketing Nicole West said the company’s new mantra, ‘What’s Your Youness?’,  was created to empower people to celebrate their “youness”.

“Youness is a combination of the many things that make us unique,” she said.

“The dictionary lacked a word to aptly capture this, so we created one.”

“We are all different, we all have our own ideals of beauty and we all have different things that make us happy – and that is our ‘youness’.”

Established in 2008, Laser Clinics Australia now has 89 clinics staffed by 140 doctors and registered nurses across the country.

West said the company has always believed in “making it easy for everyone to feel great about themselves, by delivering affordable non-surgical treatments that work”.

“We’re proud to have developed a concept that changed the industry (using our purchasing power to pass on the savings to customers) and allowed Australians to enter into a market that was previously too expensive for many.

“This is the foundation of our business, but now we have a sassy, bold and brave brand personality that will champion a movement, empowering and liberating for anyone who chooses to amplify their uniqueness.”

She said the company, which delivers four million treatments a year, has set the standard for industry best practice, customer service, safety, accessibility and affordability since its launch, but now needed to change its brand identity to ensure it stayed ahead of the competition.

“When you’re the category leader, famous for democratising laser, skin and injectables treatments, it is inevitable that you’ll be copied.

“Whilst we were flattered by this we needed to revisit our core brand platform to elevate and distinguish ourselves above the chasing pack.

“Our new brand identity was introduced to reframe the category by leading with an emotive stance.

“Historically the interaction with our customers has been very functional and transactional.

“Our new brand platform has been built on human truths and opens into a dialogue with our customers. It’s all about speaking to our clients like a friend, breaking down some of that complicated beauty speak, and just like we do with our friends, celebrating what makes them unique.”

She said the entire business will unite behind the new mantra.

“Our personality has been brought to life with a new visual identity and revised tone of voice that will result in an overhaul of all our internal and external customer facing assets.

“Over time it will be brought to life through our clinic designs.

“Furthermore, our new brand platform will define how we behave, how we listen to and communicate with our clients, what products we offer and how we present ourselves to the world.

“We spent months conducting research with industry experts, our staff and clients all over the country.

“There became one clear truth – that looking good counts in your favour, but trying to look good counts against you.

“Our clients told us they want to have the choice to look the way they want to look, without feeling judged.

“Going forward we will acknowledge that stigma and embrace that we all have the choice to look the way we choose.

“‘It’s your looks, it’s your choice.’ That is our mantra.”