Brand Tone

feminine, ethereal, and accessible, with a hint of playfulness

Brand Values

• •Empowerment: Inspiring women to feel confident, sophisticated, and to make their own choices.
• •Accessibility: Providing premium and luxury experiences at competitive and affordable prices.
• •Femininity: Celebrating and capturing the essence of femininity in their scents and branding.
• •Nostalgia & Timelessness: Creating fragrances that evoke memories and stand the test of time, becoming signature scents for many.
• •Conscious Consumerism/Sustainability: Increasing commitment to vegan-friendly products and recyclable/reusable packaging.
• •Community & Connection: Building a loyal following (#ghostgirl community) and engaging with their audience, as well as collaborating for charitable causes.

Best Practices

• •Embrace Feminine & Ethereal Language: Use words that evoke delicacy, grace, enchantment, dreams, and light (e.g., ethereal, luminous, captivating, dreamy, whisper, radiant).
• •Highlight Accessibility & Empowerment: Combine aspirational language with an inclusive and welcoming tone. Emphasize that luxury and feeling empowered are within reach for all women.
• •Incorporate a Touch of Playful Mystique (especially for newer/bolder scents): Don't be afraid to be a little flirtatious or mysterious in copy for scents like Orb of Night, using words like 'seductive,' 'intriguing,' or 'a hint of drama.'
• •Tell Stories & Evoke Nostalgia: Connect with the heritage of the brand. Use language that triggers memories or paints a picture of romantic and sophisticated moments.
• •Stay True to Core Values: Consistently weave in messages of empowerment, conscious beauty, and the joy of discovering a personal, signature scent. Ensure the #ghostgirl community feels seen and celebrated.

Social Perception

a beloved and trusted British brand that offers good quality, feminine scents at an affordable price point. Many express long-term loyalty and a sense of nostalgia associated with the fragrances. The brand is seen as a high-street staple. There's an appreciation for the 'ethereal' and 'romantic' qualities of the scents.

Copy Examples

• •Headline: Discover Your Ethereal Glow. Body: Unveil the scent that speaks to your soul. Ghost Fragrances: timeless elegance, accessibly yours. #MyGhostStory
• •Headline: Sweet. Bold. Unforgettable. You. Body: Dare to enchant with Orb of Night. A little mystery, a lot of you. Find your signature magic. ✨ #GhostOrbOfNight
• •Headline: More Than a Fragrance, It's a Feeling. Body: From cherished memories to new adventures, let Ghost be your invisible crown. Feminine, empowering, and always uniquely you. #FeelYourGhost
• •Headline: Your Everyday Dream. Bottled. Body: Wrap yourself in the delicate allure of Ghost The Fragrance. Classic sophistication for the modern woman. Because every day deserves a touch of enchantment. #ClassicGhost
• •Headline: Consciously Beautiful. Beautifully Conscious. Body: Embrace scents that not only make you feel amazing but also align with your values. Discover our growing range of vegan and sustainably packaged fragrances. Look good, feel good, do good. 🌿 #GhostConsciousBeauty