Brand Tone

Modern & Minimalist, Mysterious & Alluring, Confident & Daring, Inclusive & Approachable, Straight-Talking & Playful (with an edge), Sensual & Evocative

Brand Values

• •Gender-Neutrality/Inclusivity
• •Cruelty-Free & Vegan
• •Ethically Sourced Ingredients & Sustainable Practices
• •Australian Made & Independently Owned
• •Quality & Long-Lasting
• •Modernity & Individuality
• •Accessible Luxury

Best Practices

• •Embrace the Mystery, but Offer Clarity: Use evocative and intriguing language, true to the "who is elijah?" question. However, ensure product benefits (e.g., key notes, genderless appeal, ethical standards) are clearly communicated.
• •Speak to Individuality, Not Demographics: Focus on self-expression and personal experience rather than traditional gender or age targeting. Use inclusive language like "for everybody, everywhere."
• •Balance Modern Edge with Accessible Luxury: The tone should feel contemporary, confident, and slightly daring, but also welcoming. Avoid overly pretentious or exclusive language to maintain the "accessible luxury" feel.
• •Maintain Visual and Verbal Minimalism: Just as the packaging is clean and modern, the copy should be concise and impactful. Avoid clutter and unnecessary jargon. Focus on strong verbs and evocative adjectives.
• •Be Authentic and Consistent with Values: Ensure all copy consistently reinforces core values like cruelty-free, vegan, gender-neutral, and Australian-made. Authenticity in these areas builds trust and resonates with the target audience. If addressing the "dupe" conversation, do so carefully, perhaps by focusing on "inspiration" or "accessible interpretations of beloved scent profiles" rather than direct imitation, if acknowledged at all.

Social Perception

Many customers appreciate the unique, gender-neutral scents and the brand's ethical stance (cruelty-free, vegan). The minimalist aesthetic is widely appealing. The Australian-made aspect resonates positively with local consumers and has international appeal. The founder's story and passion for creating unique scent experiences are often highlighted. Some users on forums like Reddit have criticized the brand, labeling some fragrances as "mediocre dupes" of popular luxury scents and questioning the "handmade" claim. There are occasional complaints about fragrance longevity for certain scents on some individuals.

Copy Examples

• •Instagram Post (Image: Minimalist shot of HIS|HER on a neutral background): Text: "Undefine yourself. HIS|HER isn't about who you should be, but who you are. A whisper of spice, a surge of fresh green. Wear your story. #whoiselijah #HisHerStory #GenderlessFragrance"
• •Website Product Description (for a new, bold scent): Headline: "UNVEIL. The night is calling." Body: "Beyond the expected. This is an olfactory dare – a collision of shadow and light. Not for the faint of heart, but for the soul that craves the unforgettable. Experience the transformation. #whoiselijah #DareToBe #EphemeralModern"
• •Email Subject Line (for a discovery set promotion): Subject: "Who will you be today, [Customer Name]?" Body Teaser: "Explore the many facets of you. Our Discovery Set invites you to a new narrative with every spritz. Find your signature, or don't. It's your journey. #ScentYourStory #AccessibleLuxury"
• •TikTok Video Caption (Fast-paced montage of diverse individuals confidently going about their day, ending with a product shot): Text: "Your scent. Your rules. No labels, just vibes. 🔥 #whoiselijah #UnisexScents #ModernFragrance #OwnIt"
• •Facebook Ad (Carousel showing different bottles and lifestyle images): Headline: "Fragrance That Becomes You." Body: "Cruelty-free, Australian-made, and designed for every identity. At WHO IS ELIJAH, we bottle memories and moods, not expectations. Discover scents that blur the lines and leave a lasting impression. Shop Now. #whoiselijah #ModernMinimalist #EthicalBeauty"