Brand Tone

spiritual, mindful, and earthy

Brand Values

• •Natural and Clean Ingredients
• •Holistic Well-being and Ritual
• •Artisanal Craftsmanship
• •Sustainability
• •Authenticity and Storytelling

Best Practices

• •Develop a Brand Lexicon: Create and consistently use a specific set of words that reinforce the brand's identity. For FRANK AND LAZULI, this includes: Ritual, Anoint, Blend, Infused, Sacred, Intention, Grounding, Elevate, Reconnect, Natural, Hand-blended, and Spirit.
• •Lead with a Sensory Experience: Describe scents by invoking feelings, memories, and places rather than just listing ingredients. Use evocative language like 'basking in a field of wildflowers' or 'a whisper of clary sage' to engage the customer's imagination.
• •Emphasize the 'Why' Behind the 'What': Don't just state that the perfumes contain crystals and 24K gold. Explain *why*—to 'elevate their vibration' and encourage 'balance, mindfulness, and spiritual well-being.' This connects the product feature to a customer benefit.
• •Maintain the Founder's Voice: Continue to leverage Allana's personal story and passion. Writing blog posts or social media captions from her perspective ('Love Stories from Allana x') strengthens the brand's authenticity and builds a loyal community.
• •Frame Products as Solutions for Modern Ailments: Position the perfumes as an antidote to a fast-paced, disconnected world. Use copy that offers a 'moment of stillness,' a chance to 'pause,' and a way to 'reconnect with yourself,' addressing the modern consumer's desire for peace and mindfulness.

Social Perception

Customers perceive the brand as effective and high-quality, ethical and trustworthy, personal and heartfelt, and aspirational yet accessible.

Copy Examples

• •Your daily ritual of reconnection. With each application of our GODDESS perfume, you are not just wearing a scent—you are anointing yourself with intention. A sacred blend of jasmine, rose, and sandalwood to awaken your inner divinity. Pause, breathe, and come home to yourself.
• •More Than Perfume. A Ritual for Your Senses. Discover our hand-blended, crystal-infused natural oils, crafted to elevate your spirit. Free from synthetics, full of intention.
• •Find your sanctuary within. MYSTIC is a grounding blend crafted for moments of quiet contemplation. Earthy notes of frankincense and Australian sandalwood anchor your spirit, while a whisper of clary sage clears the mind. Infused with Amethyst crystals and 24K gold to enhance your intuition and connect you to your deepest self. A truly sacred scent.
• •The Scent of Mindfulness. Tired of fragrances that overwhelm? At FRANK AND LAZULI, we believe scent should be a gentle whisper, not a loud shout. Our low-tox, all-natural perfume oils are blended with pure essential oils to support your wellness journey. Create your own self-care ritual and find your center. Shop now for a cleaner, more intentional fragrance experience.
• •Every bottle is a little piece of magic ✨ Hand-blended with love, crystals, and 24k gold. #naturalperfume #crystalhealing #cleanbeauty #smallbusiness