Brand Tone

Nurturing, Creative, and Trustworthy.

Brand Values

• •Quality and Purity
• •Empowerment and Creativity
• •Environmental Responsibility
• •Australian Owned
• •Wellness and Self-Care

Best Practices

• •Lead with the Benefit, Support with the Feature: Start with the emotional outcome (e.g., "melt your stress away," "find your calm"). Then, explain the feature that delivers it (e.g., "calming notes of Lavender," "pure magnesium oil").
• •Maintain a "Nurturing & Empowering" Vocabulary: Consistently use words like "sanctuary," "unwind," "soothe," "create," and "your own." This reinforces the brand's core tone across all communications.
• •Always Weave in Trust Signals: In product descriptions, ads, and posts, mention key values like "vegan-friendly," "cruelty-free," "eco-friendly base," or "Australian family-owned" to build credibility and justify purchase decisions.
• •Speak to Two Audiences: The User and The Creator: Tailor copy to address both the end-user who wants a finished product for relaxation and the DIY enthusiast who wants quality supplies to create with. Use headlines to segment them (e.g., "Ready to Use" vs. "Create Your Own").
• •Use Sensory and Evocative Language: Since fragrance cannot be experienced online, use descriptive language that evokes a feeling or memory. Instead of just "smells like rose," try "Like a walk through a blooming rose garden after the rain." This helps bridge the sensory gap.

Social Perception

The public perception of GumDropAus is overwhelmingly positive. Customers view the brand as a reliable source for high-quality, effective, and beautifully scented home fragrance and wellness products. They praise the long-lasting scents, fast delivery, and the empowerment provided by DIY supplies. The magnesium oil is particularly well-received for relaxation benefits, though the brand name can cause initial confusion regarding its product category.

Copy Examples

• •Your Sanctuary Awaits. Long day? Let the calming notes of our Lavender & Ylang Ylang reed diffuser melt your stress away. Create a space where you can truly unwind. Hand-poured in Melbourne and crafted with eco-friendly ingredients. #HomeFragrance #SelfCareSunday #GumDropAus #AustralianMade
• •Finally, a fragrance that lasts. Tired of scents that fade in a few hours? Our triple-scented soy wax melts fill your home with stunning fragrance that endures. Made with pure soy wax and cruelty-free oils because we care about what's in your air. Tap 'Shop Now' to explore our scents!
• •Psst... Your next DIY project is inside. ✨ Ready to get creative? We’ve got the purest candle making supplies and diffuser bases to bring your scent ideas to life. Plus, a special treat just for our email family!
• •Find Your Calm, Naturally. Soothe tired muscles and quiet your mind with our Pure Magnesium Oil spray. Sourced for purity and potency, it's a natural way to ease cramps, relieve tension, and promote a deeper, more restful sleep. Simply spray and massage into the skin for fast-absorbing relief. Your body will thank you.
• •Handcrafted in Melbourne. Wellness for your body, fragrances for your home.