Lucent

Best for

• Skin, laser and cosmetic clinics in Australia, written to the 2025 Ahpra cosmetic guidelines and the TGA's rules on prescription medicines (see "Cosmetic clinics in Australia")
• Anyone who explains what's under the surface before they act: optometrists (Northline, the eye's layers), geotechnical engineers (Bedrock, the ground's layers), dentists, physiotherapists, building inspectors, hearing clinics
• Audiences: careful people deciding about their body or their build, who want the risks before the price

Less suited to: retail and walk-ins (Lustre, Tableau, Catalogue); playful brands (Pebble, Riso).

Personality and voice

Calm and candid, like a good clinician: here's what's involved, here's what could go wrong, take your time. Never sells a feeling.

• Headlines: "Skin care, explained first." · "What's involved, and what could go wrong." · "A conversation, not a sale." · "Who you'll see, by name."
• Buttons: "Book a consultation" · "Your consultation" · "Request a quote"
• Microcopy: "Results vary from person to person." · "No treatment on the day." · "Changing your mind is fine."
• Words to avoid on a cosmetic clinic: "youthful", "perfect", "flawless", "a happier you", "quick and easy", "painless", "no downtime", "safe", any product, brand, nickname or description of a prescription medicine ("anti-wrinkle", "filler", "lip flip", "tox"), "special", "offer", "finance", "afterpay".

Colour

Measured contrast (WCAG): ink on paper 14.6:1 · muted on paper 5.5:1 (on well 5.1:1) · mineral on paper 6.0:1 (on well 5.6:1, on its soft fill 5.3:1) · white on mineral 6.5:1 · caution on its fill 5.0:1 (on card 5.9:1) · ink on the layers 7.2:1 or better. Night clinic: ink 16.1:1 · muted 7.4:1 (on card 6.6:1) · mineral 10.7:1 · text on mineral 9.0:1 · caution 8.1:1 · light text on the layers 5.4:1 or better.

Typography

• Display: Cormorant Garamond 500 with its italic for the lit phrase; lining figures throughout.
• Body: Lexend 300–500: designed for easy reading; light for body, regular for UI.

The signature move: the lit phrase is a soft Cormorant italic in mineral, never a hard sell.

Layout

• 1200px wrap, gutter max(20px, 4vw). A quiet plain-words line on top (the most important promise); a frosted sticky header.
• Hero: copy left, the cross-section right in a white card. Then four steps with the pause ring, treatment cards, the team with registration numbers, a FAQ and a deep teal closing card.

Shape

• Soft and clinical: --r-s 10px, --r-m 18px, --r-l 28px, pill buttons and tabs.
• The cross-section's layers have wavy edges and a faint texture each (cells, fibres, lobules, grain).
• The brand mark is a lens showing three layers.

Motion language

• The cross-section drifts gently, its edges moving like tissue under light, only while it's on screen. Picking a layer dims the others, slides the label to it and fades its panel in.
• The pause ring fills over 1.8s when it comes into view.
• Treatment cards switch between About, Downtime and Risks with a short fade.
• Reveals: 18px rise and fade, 800ms. The phone menu drops in.
• Motion switch in the footer ([data-motion-toggle], html.calm, remembered as site-motion, default from prefers-reduced-motion). Calm keeps the layers still and the ring full.
• Night clinic switch ([data-theme-toggle]), remembered as site-theme; theme-color follows.

Imagery and illustration

The cross-section, the ring and the cards carry the page. On a cosmetic clinic: no before-and-after photos on the website, no faces, no lifestyle shots (beaches, pools), nothing edited, filtered or idealised. Show real, unedited examples at a consultation, with the patient's permission and "results vary".

Signature components

• .layers[data-layers][data-start][data-top] (.stack for one column) › .xsec (empty) + .layer-side › .layer-tabs (empty) + .layer-panel[data-name][data-h][data-c][data-texture] › .depth, h3, p, ul.
• .pause.frost[data-days] › .pause-ring > span > b + small + div > h3 + p.
• .tx[data-tx][data-tags] › .tx-head (h3, .from) + .tx-tabs > button[data-tab="about|down|risks"] + .tx-panel[data-panel].
• .person (.initial, h3, .role, p, .reg), .steps[style="--n:4"], .card / .card.no, .notice / .notice.caution, .facts, .frost, .plainline, .faq, .licence, .close-card (--close-em).

Multi-page kit

• Phone menu: .menu-btn[aria-controls] opens .site-menu (links with data-no); Escape, outside click and links close it; Tab stays inside while open.
• Current page: aria-current="page" (a mineral-soft pill).
• Inner pages: .page-head, .crumbs, a .tag and a smaller .h1.
• Fields: .field, .fields, .field-wide, fieldset.field-set, .check, .form-card, [aria-invalid="true"]; form[data-template].
• Tiles: .choices › label.choice > input + span > b + small. Segmented control: .seg (filters work on [data-tags], including .tx).
• Gate: [data-gate] with button[data-show="panel-id"].
• Slider, switch, tables, layout: input.range, .switch[role=switch], .table / .table.stack, .r, .grid-2.lean.
• Events and helpers: layer (detail.index, name); Lucent.refresh(root).

Cosmetic clinics in Australia

Two sets of rules shape every word and picture. What we checked, October 2026:

• TGA (updated guidance, 7 March 2024): advertising to the public may not refer to prescription-only (Schedule 4) or Schedule 8 medicines, including the cosmetic injectables, directly or indirectly: no product names, nicknames, acronyms or descriptions a consumer would read as them ("anti-wrinkle injections", "dermal fillers"). Whether something advertises them is judged by how a consumer reads it.
• Ahpra and the National Boards (in force 2 September 2025) for practitioners who advertise higher-risk non-surgical cosmetic procedures: real images only, never edited, filtered or idealised, with a "results vary" warning; no testimonials, including from influencers; nothing aimed at or appealing to people under 18; no finance or payment plans; nothing that trivialises risk ("quick and easy") or exploits insecurity ("youthful", "perfect", "a happier you"); registration numbers in advertising. The practice guidelines add a consultation that assesses suitability, including psychological factors such as body dysmorphic disorder; an in-person or video consultation each time a cosmetic injectable is prescribed; and a seven-day cooling-off for under-18s.

What Lucent builds in for these clinics: a plain-words line about consultations and under-18s; consultation-first booking (no treatment on the day) for adults only; a pause before first treatments; risks and downtime on every treatment card; registration numbers and a link to check them; no photos, testimonials, finance, discounts or packages; no mention of prescription medicines; a Lifeline number in the footer.

These notes are design guidance, not legal advice. Check final copy against the current Ahpra guidelines, the TGA's advertising guidance and the Therapeutic Goods Advertising Code before launch.

• Putting patients first: new guidelines for cosmetic procedures (Ahpra, 2 September 2025)
• No filters! Advertising and performance guidelines for non-surgical cosmetic procedures (Bartier Perry)
• TGA guidelines for advertising cosmetic injectable treatments (Hall Payne Lawyers)

Do and don't

• Do put risks and downtime next to every treatment.
• Do name every practitioner with their registration.
• Do make the first visit a consultation.
• Don't name, nickname or picture a prescription medicine.
• Don't use before-and-after photos, testimonials or influencers on the site.
• Don't offer finance, discounts or packages for cosmetic procedures.

Accessibility

AA contrast throughout (measured above). Skip link and a 3px focus ring. The cross-section is decoration for a set of real buttons with aria-pressed; each layer's details are plain text. Treatment tabs are buttons; the risks tab is labelled in words, not just colour. Forms label every field, mark errors with aria-invalid and say what's missing in an alert; age is checked with a plain message, not a block. Tables stack on phones. Responsive to 360px; tested with motion on and off, in Clinic and Night clinic.

How to make it yours