Brand Tone

Educational, Empowering, and Passionate

Brand Values

• •Accessibility
• •Quality and Value
• •Community and Education
• •Transparency

Best Practices

• •Lead with Education: Always aim to teach something. Whether in a product description or a social media post, provide a piece of valuable information. This reinforces the brand's core value of education and builds trust.
• •Use Empowering Language: Employ active, encouraging words like "Create," "Forge," "Build," "Learn," and "Discover." Frame the customer as the artist and the brand as their trusted guide and supplier.
• •Maintain a Passionate, Personal Tone: Write as Sam would speak. Use "I" and "we" to tell the brand's story and share its mission. Let the genuine excitement for perfumery shine through. This makes the brand feel personal and authentic, not corporate.
• •Focus on Curation and Quality: Emphasize that the products are carefully selected to offer the best balance of quality and value. This reassures customers that they are making a smart purchase and can trust the brand's expertise, saving them time and money.
• •Foster Community: Encourage interaction and sharing. End posts with questions, invite people to share their creations, and direct them to the YouTube channel or Discord server. This reinforces the brand's community-centric value and builds a loyal following.

Social Perception

The Fragrance Foundry is perceived very positively as a trustworthy and invaluable resource for the DIY fragrance community, seen as authoritative, respected, a high-quality supplier, and inspirational/community-focused.

Copy Examples

• •Stop dreaming about creating your own signature scent. Start making it. Our Perfumery Starter Kit isn't just a box of materials; it's the key to unlocking your creative potential. We've taken the guesswork out of the journey, curating only the highest quality tools and ingredients you need. Forge your first fragrance this weekend.
• •From the rich florals of Grasse to the deep woods of the Amazon, every great perfume begins with exceptional ingredients. We source and supply the industry's most trusted raw materials, so you can focus on the art of creation. Build your perfumer's organ with ingredients you can trust.
• •Ever wondered how perfumers create that perfect, airy jasmine accord? It's an art, but it's also a science you can learn. In our new video, Sam breaks down the 'Jasmine Accord' step-by-step. Grab your notebook and get ready to elevate your craft. Watch now and start blending with confidence.
• •The Fragrance Foundry was born from a simple frustration: learning perfumery felt like a secret, and finding quality materials was a gamble. We're here to change that. Founded by perfumer Sam Macer, our mission is to provide the tools, knowledge, and community to empower your creative journey in scent. We believe anyone can learn to forge a masterpiece.
• •Discover the soul of countless classic fragrances. Our Haitian Vetiver is deeply earthy, with complex facets of smoke and green citrus. A cornerstone material for any perfumer, it provides unparalleled depth and structure to your creations. Ethically sourced and perfect for adding a sophisticated, grounding anchor to your formulas.