Brand Tone

Luxurious & Elegant, Heritage-Rich & Traditional, Exclusive & Discerning, Artisanal & Crafted, Confident & Sophisticated

Brand Values

• •Legacy & Heritage
• •Quality & Craftsmanship
• •Exclusivity & Prestige
• •Artistry & Perfection
• •Timelessness
• •Innovation (within tradition)
• •Sustainability (emerging)

Best Practices

• •Emphasize Heritage and Craftsmanship: Always weave in the brand's rich (marketed) history, the generational expertise, and the meticulous process of creating each fragrance. Use terms like "since 1760," "hand-crafted," "artisanal," and "Millésime quality."
• •Use Elegant and Evocative Language: Employ sophisticated vocabulary that appeals to the senses and paints a picture of luxury, exclusivity, and timelessness. Words like "opulent," "majestic," "radiant," "timeless," and "discerning" fit well.
• •Focus on Exclusivity and Scarcity (Subtly): Highlight the rarity of ingredients and the limited nature of artisanal production without being overtly exclusionary. This reinforces the idea that the fragrances are special and sought-after.
• •Tell Stories, Don't Just Sell Products: Frame fragrances within a narrative – whether it's the inspiration behind a scent, its historical connections (real or created), or the lifestyle it represents. This creates an emotional connection.
• •Maintain Visual and Verbal Consistency: Ensure that the language used in all communications aligns with the high-end visuals presented on the website, social media, and in boutiques. The tone should always feel sophisticated, confident, and steeped in luxury.

Social Perception

Aspirational Luxury Brand, High Quality, Unique Scents, Expensive but Potentially Worth It, Historically Significant (with some skepticism), Associated with Success & Confidence, Influencer and Celebrity Endorsed (organically and strategically)

Copy Examples

• •Headline: The Legacy of Scent. Crafted for Kings. Redefined for You. Body: Since 1760, The House of Creed has been synonymous with unparalleled craftsmanship and the world's finest ingredients. Discover Aventus, the embodiment of strength and success, a Millésime fragrance for the modern connoisseur. Experience the heritage.
• •Headline: Beyond Perfume. An Olfactive Signature. Body: Each Creed fragrance is an intricate masterpiece, hand-blended with the rarest essences sourced globally. From the majestic roses of Bulgaria to the rich iris of Florence, immerse yourself in a tradition of artistry that transcends time. Find your signature.
• •Headline: Millésime Impérial: Liquid Gold. A Royal Standard. Body: Evoke the opulence of a Mediterranean palace with Millésime Impérial. A radiant blend of crisp fruit and sea salt, drying to a warm, golden base of sandalwood and musk. For those who command attention, effortlessly.
• •Instagram Post Caption (with an image of a beautifully arranged Creed bottle and natural ingredients): The soul of every Creed fragrance lies in its exquisite ingredients. We travel the world to source the purest essences, continuing a tradition of artisanal perfumery that began over 260 years ago. What Creed scent tells your story? #HouseOfCreed #ArtOfMillesime #LuxuryFragrance
• •Email Subject Line: An Invitation to Exclusivity: Experience the New [Fragrance Name] Body: Dear [Customer Name], The House of Creed invites you to be among the first to experience [New Fragrance Name], a scent that captures [brief, evocative description, e.g., "the bold spirit of adventure" or "the serene elegance of a hidden garden"]. Crafted with our signature Millésime quality, this is more than a fragrance—it's an heirloom in the making. Reserve yours today.