Brand Tone

Accessible, friendly, value-driven, slightly edgy/disruptive, reassuring, and transparent (to a degree).

Brand Values

• •Affordability
• •Quality (high-quality fragrance oils, long-lasting scents)
• •Cruelty-Free & Vegan
• •Customer Focus
• •Accessibility
• •British Made

Best Practices

• •Highlight Core Values Consistently: Ensure 'Vegan,' 'Cruelty-Free,' 'Made in the UK,' and 'Long-Lasting Eau De Parfum' are present in product descriptions, social media bios, and marketing materials to reinforce quality and ethical commitments.
• •Engage Authentically on Social Media: Continue leveraging user-generated content, relatable scenarios (like street interviews), and interactive content (quizzes) that feel genuine and build community, aligning with the accessible and friendly aspects of the tone.
• •Show, Don't Just Tell: Use lifestyle imagery and videos that demonstrate how the fragrances fit into everyday life and enhance the user experience.
• •Address Concerns Directly: Acknowledge negative feedback and address it transparently (e.g., offer solutions, explain quality control processes) to build trust.
• •Avoid Misleading Comparisons: Be cautious of direct price comparisons that could be perceived as misleading or aggressive, as seen in the ASA ruling. Focus on value and affordability instead.

Social Perception

Trendy/Popular (especially among younger, social media-savvy audiences), Disruptor (challenging the traditional fragrance industry), Value-driven, some mixed/negative perceptions due to scent accuracy and quality concerns.

Copy Examples

• •Luxury Perfume, Sensible Prices.
• •Designer inspired scents at prices you'll adore.
• •The best affordable perfumes in the game.
• •Why pay more?
• •Long-lasting, vegan, and cruelty-free fragrances, made in the UK.