Brand Tone

story-driven, personal, and evocative

Brand Values

• •Heritage and Storytelling
• •Quality and Expertise
• •Ethical and Sustainable Practices
• •Joy and Inspiration

Best Practices

• •Lead with the story: Every piece of copy should, in some way, connect back to the brand's origin story. Whether it's a direct mention or a subtle thematic tie-in, the narrative is the brand's strongest asset.
• •Use evocative and sensory language: Describe the fragrance not just by its notes, but by the feelings and memories it evokes. Use poetic and descriptive language to paint a picture for the consumer.
• •Maintain a tone of sophisticated warmth: The brand should sound knowledgeable and luxurious, yet approachable and personal. Avoid overly technical jargon, but don't be afraid to highlight the quality and craftsmanship of the product.
• •Be transparent and authentic: Continue to be open about the brand's sourcing, sustainability practices, and charitable work. This builds trust and reinforces the brand's ethical values.
• •Weave in the theme of joy: The founder's intention to create products that "instil joy" should be a recurring theme. Frame the fragrance as a small luxury that can bring a moment of happiness and inspiration to the everyday.

Social Perception

The brand is perceived as a luxury niche fragrance with a compelling backstory. The founder's established reputation in the beauty world lends credibility and has generated positive reviews from industry experts. The connection to Myanmar is seen as both a source of inspiration and a commitment to social responsibility through its charitable partnerships. The focus on sustainability also resonates with a growing consumer desire for ethically produced products.

Copy Examples

• •More than a scent, it's a story. 'Catch Me If I Fall' is a whisper of a forgotten land, a memory of sandalwood prayer beads and jasmine in the air. Discover the fragrance inspired by a journey of reconnection. #LaPyaeApothecary #ScentStory
• •Where heritage meets haute parfumerie. La Pyae Apothecary: a fragrance born from the heart of Myanmar, crafted with the soul of a storyteller.
• •In every bottle of 'Catch Me If I Fall' lies a journey. A journey to a land of golden temples and vibrant markets, a journey of family and love. Let us share our story with you.
• •A luminous fragrance that captures the magic of Myanmar. With notes of Italian bergamot, Guatemalan cardamom, and Australian sandalwood, 'Catch Me If I Fall' is a symphony of ethically sourced ingredients that will transport you with every spritz.
• •Beauty that gives back. With every purchase of our sustainably packaged fragrance, you support our mission to empower communities in Myanmar. Look good, feel good, do good.