Brand Tone

Elegant, Evocative, Personal, Aspirational, Artisanal

Brand Values

• •Storytelling & Emotional Connection
• •Artistry & Creativity
• •Quality & Craftsmanship
• •Exploration & Discovery
• •Personal Expression
• •Inspiration & Empowerment

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., elegant, evocative, personal), approved vocabulary, and "words to avoid." Share this with anyone creating content.
• •Embrace Storytelling: Consistently weave narratives into product descriptions, social media posts, and email marketing. Focus on the inspiration, the feeling, and the experience rather than just the ingredients.
• •Use Evocative and Sensory Language: Employ rich, descriptive adjectives and verbs that appeal to the senses (especially smell, but also sight and touch) to paint a vivid picture for the customer.
• •Maintain a Personal Connection: Continue to share the founder's passion and the "why" behind the brand. Use "I" and "my" when appropriate in founder-centric communications, and "we" to foster a sense of a passionate team.
• •Ensure Visual and Textual Harmony: The sophisticated and luxurious tone of the copy should always be matched by high-quality, elegant visuals across all platforms. The aesthetic of the website should carry through to every social media post and marketing material.

Social Perception

Premium/Niche Perfume Brand, Intriguing & Desireable, Personal & Relatable (due to Founder's Story), Australian Made

Copy Examples

• •Instagram Post (Image: A beautifully lit flat lay of "Bondi Afternoon" with a subtle beach-inspired prop): *Text:* "Capture the essence of a sun-drenched Australian memory. Bondi Afternoon is more than a scent; it's the warmth of golden hour, the whisper of the ocean breeze, a story bottled just for you. Where will it transport you today? #HarloweParfum #BondiAfternoon #ScentStory #AustralianMadeLuxury"
• •Facebook Ad (Carousel showcasing different perfumes): *Headline:* Discover Your Signature Story. *Body:* "Each Harlowe Parfum is an invitation to journey. From the vibrant shores that inspired our founder to the quiet moments you’ll make your own, find the artisanal fragrance that speaks your language. Ethically sourced, crafted with passion in Australia. Explore the collection. [Link] #HarloweParfum #ArtisanalFragrance #LuxuryRedefined #ScentedMemories"
• •TikTok Video Teaser (Short, visually appealing clips of ingredients, perfume bottle, and someone elegantly spraying it): *On-screen text:* "Unlock a memory." "Ignite an emotion." "Discover Harlowe." *Voiceover (optional, or trending sound):* "Your next signature scent is waiting to tell its tale. Harlowe Parfum. Luxury, redefined. #HarloweParfum #PerfumeTikTok #NicheFragrance #StorytellingScent #AustralianPerfume"
• •Website Product Description Snippet (for "Smoked Velvet"): *Text:* "An enigmatic whisper of distant embers and cherished secrets. Smoked Velvet wraps you in a sophisticated embrace, where notes of [mention 1-2 key notes] unfold like chapters in a beloved novel. This is your invitation to an evening of intrigue and timeless elegance. Dare to discover its depth?"
• •Email Newsletter Subject Line: *Subject:* A New Chapter of Scent: Unveiling Stories from Harlowe Parfum. *Preview Text:* "Journey with us through fragrance. Discover the inspiration behind our latest artisanal creations and find the scent that tells your unique story..."