Brand Tone

approachable, enthusiastic, and community-focused.

Brand Values

• •Accessibility
• •Community
• •Passion & Expertise
• •Trust and Authenticity

Best Practices

• •Use "Community" Language: Consistently use terms like "fragrance family," "scent lovers," and "fellow enthusiasts" to reinforce the brand's community-centric values.
• •Focus on Discovery and Experience: Frame the narrative around the joy of exploration. Use phrases like "find your signature," "explore the world of niche," "try before you buy," and "build your scent library."
• •Leverage User-Generated Content: Actively encourage and feature customer photos, reviews, and discussions from the Facebook group on other platforms like Instagram Stories to build social proof and community spirit.
• •Stay Energetic and Enthusiastic: The copy should reflect a genuine passion for fragrance. Use emojis, exclamation points, and enthusiastic language where appropriate to match the excitement of discovering a new favorite scent.
• •Educate, Don't Just Sell: Create content that offers value beyond the product. Short posts or videos explaining fragrance notes (e.g., "What is 'Oud'?"), comparing popular scents, or suggesting scents for different occasions will position the brand as a knowledgeable resource.

Social Perception

trusted and valuable service for the fragrance community in New Zealand. Customers see it as a smart way to explore a hobby that can otherwise be very expensive. The community aspect is highly valued, with the Facebook group frequently recommended as a key resource for local fragrance lovers. The brand is seen less as a corporate entity and more as an integral part of the local fragrance scene, run by people who are genuinely passionate about perfume.

Copy Examples

• •Stop Guessing. Start Exploring. Discover your next signature scent with authentic fragrance samples from over 100 designer and niche brands.
• •That moment when the one you've been hearing about *finally* arrives. ✨ Say hello to [Perfume Name]! We've just added this viral sensation to the library. Ready to see if it lives up to the hype? Tap to shop your sample and join the conversation in our FB group! #NZFragrance #ScentOfTheDay #PerfumeNZ
• •Fragrance Family! We want to know: what's the one scent that always gets you compliments? Drop your go-to compliment-getter below! 👇 We might just feature a few in our next 'Most Loved' collection.
• •Inside: Your Weekend Scent Wardrobe is Calling... From Bianco Latte to Angels' Share, explore our most popular scents of the week.
• •Choosing my SOTD from my @nz.fragrance collection. Today feels like a [Perfume Name] day.