Brand Tone

aspirational, sophisticated, and conscientious

Brand Values

• •Luxury and Quality
• •Sustainability and Ethical Responsibility
• •Nature-Inspired Innovation
• •Sensory Indulgence and Well-being
• •South African Heritage

Best Practices

• •Lead with Sensory Language
• •Weave in Ethical Values Naturally
• •Maintain an Elegant and Refined Vocabulary
• •Tell a Story of Transformation
• •Align Visuals and Text

Social Perception

The public perception of Charlotte Rhys is overwhelmingly positive, positioning it as a respected and desirable luxury brand. It is seen as high-end, prestigious, ethical, trustworthy, and offering effective, desirable products.

Copy Examples

• •Transform your space into a sanctuary. The scent of St. Tomas, with its bright notes of mint, grapefruit, and a whisper of patchouli, doesn't just perfume your world—it redefines it. Experience the art of sophisticated, sustainable fragrance. #CharlotteRhys #PerfumeYourWorld #LuxuryHome #VeganBeauty
• •Elevate your daily ritual with our Pure Charcoal Hand & Body Lotion. This detoxifying formula, infused with the clean, subtle notes of our signature charcoal scent, absorbs instantly to hydrate and purify. Skin is left feeling velvety soft, toned, and delicately fragranced. Crafted with care, our lotion is vegan, eco-friendly, and kind to your skin. Sophistication is in the details.
• •An Invitation to Indulgence | Discover Your Signature Scent
• •Give the gift of conscious luxury. Each Charlotte Rhys creation is a promise of quality, elegance, and kindness to nature. From our enchanting floral fragrances to our warm and spicy aromas, find the perfect, beautifully boxed gift for someone special. Shop now for complimentary delivery over R1,000.
• •Kind to You, Kind to Nature. The art of luxurious, ethically-crafted fragrance for your bath, body, and home. Explore our world.