Brand Tone

Confident & Innovative, Accessible Luxury, Mindful & Sensory

Brand Values

• •Innovation & Sustainability
• •Quality & Craftsmanship
• •Self-Expression & Confidence
• •Well-being

Best Practices

• •Lead with "Why," Not Just "What": Always start from the core values. Instead of just saying "We sell solid perfume," say "We're changing the fragrance industry with a more sustainable, skin-loving alternative." This reinforces the brand's mission.
• •Use the Language of Accessible Luxury: Combine evocative, sensory words ("crafted," "alchemy," "signature scent") with practical, benefit-driven terms ("honest prices," "spill-proof," "long-lasting"). This balances the aspirational with the attainable.
• •Educate, Don't Just Sell: Consistently include educational snippets about the benefits of wax-based, alcohol-free fragrances. This positions TUMCH as a knowledgeable authority and builds consumer trust in an innovative product category.
• •Emphasize the Sensory Experience: Go beyond describing the scent notes. Use copy to paint a picture of how the fragrance makes you feel G confident, calm, adventurous, powerful. This connects the product to the customer's emotions and well-being.
• •Maintain a Confident and Forward-Thinking Tone: All copy, from social media captions to product descriptions, should reflect the brand's identity as a bold "movement." Use active language and a confident voice to reinforce the idea that choosing TUMCH is a modern, intelligent choice.

Social Perception

Modern and Eco-Conscious, Smart and Practical, Aspirational yet Attainable

Copy Examples

• •Headline: Your fragrance is 80% alcohol. Ours is 0%. Body: It's time to rethink perfume. Traditional sprays evaporate, irritate skin, and are mostly water and alcohol. TUMCH solid fragrance is different. Made with organic waxes and natural oils, our pocket-sized scents hydrate your skin and last longer. Swipe on luxury, without the waste.
• •Caption: Ready for anywhere. Your signature scent should travel with you, from the morning meeting to the spontaneous getaway. Our solid wax format is spill-proof, fits in any pocket, and is ready for your next adventure. #TUMCH #SolidScent #TravelReady
• •Headline: Inspired by [Luxury Brand Name]. Perfected by TUMCH. Body: Experience the iconic scent you love, reimagined in a way that G better for your skin and the planet. Our solid wax fragrance offers a richer, longer-lasting scent experience at a price that makes sense.
• •Headline: More than a fragrance. It's a feeling. Body: Scent is your secret weapon. It G the confidence before a big moment, the calm after a long day. At TUMCH, we craft fragrance experiences that do more than smell good G they make you feel unstoppable. Discover your mood-enhancing scent today.
• •Subject: Don't just wear a fragrance. Make a statement. Body: Inspired by the idea that "too much of a good thing can be wonderful," TUMCH was created for those who aren't afraid to stand out. Our solid colognes and perfumes empower you to express yourself freely. Be bold. Be memorable. Be unapologetically you.