Brand Tone

Transparent & Trustworthy, Sophisticated & Luxurious, Conscious & Responsible, Educational & Empowering, Sensual & Evocative, Modern & Inclusive

Brand Values

• •Transparency: Full disclosure of all ingredients is paramount.
• •Safety: Commitment to the strictest health and safety standards, validated by EWG Verified™ and Cradle to Cradle certifications, ensuring products are free from harmful chemicals like parabens and phthalates.
• •Quality & Efficacy: Creating fine fragrances that can compete with mainstream luxury brands in terms of scent complexity and appeal, without compromising on safety.
• •Sustainability & Environmental Responsibility: Utilizing recyclable packaging (glass bottles, soy caps, FSC certified paper) and adhering to Cradle to Cradle principles which assess material health, reuse, renewable energy, water stewardship, and social fairness.
• •Ethical Practices: Cruelty-free (Leaping Bunny Certified) and offering vegan-friendly products.
• •Authenticity: Driven by Michelle Pfeiffer's personal journey and desire for safe and beautiful fragrances.

Best Practices

• •Lead with Transparency: Always make ingredient disclosure a prominent part of the message. Phrases like '100% ingredient transparency' should be consistently used.
• •Highlight Certifications: Regularly mention and explain the significance of EWG Verified™ and Cradle to Cradle Certified™ to build trust and underscore safety.
• •Embrace Sensorial Language: While emphasizing 'clean,' use rich, evocative descriptions to convey the olfactory experience and emotional connection of each fragrance.
• •Leverage the Founder's Story: Michelle Pfeiffer's personal journey adds authenticity and a relatable human element to the brand; weave this narrative into relevant communications.
• •Maintain Visual & Verbal Consistency: Ensure that all copy, from website to social media to ad campaigns, reflects the brand's sophisticated, clean, and trustworthy aesthetic. The language should be elegant yet clear and direct.

Social Perception

Pioneering & Innovative, Trustworthy & Credible, High-Quality & Luxurious, Empowering for Health-Conscious Consumers, Aspirational yet Accessible, Engaged Community

Copy Examples

• •Experience the art of fragrance, transparently. Every Henry Rose scent is an open book, revealing 100% of its ingredients. Because luxury shouldn't have secrets.
• •Breathe easy. Smell exquisite. Our EWG Verified™ and Cradle to Cradle Certified™ fragrances prove safety and sophistication can coexist beautifully. Discover your pure indulgence.
• •Crafted from conviction. Worn with confidence. Inspired by Michelle Pfeiffer's quest for a safer scent, Henry Rose offers fragrances that are as kind to your skin as they are captivating to your senses.
• •Beyond 'clean.' Beyond compare. Henry Rose isn't just free of harmful ingredients; it's full of character, depth, and unforgettable notes. This is the new standard in fine fragrance.
• •Find your signature, safely. Explore our genderless scents, each a unique story told with the world's finest, safest ingredients. Which Henry Rose will you be today?