Brand Tone

Playful & Approachable, Confident & Assertive, Ethical & Transparent, Value-Oriented, Community-Focused

Brand Values

• •Accessibility: Making luxury fragrances attainable for a broader audience.
• •Ethical Practices: Strong stance on cruelty-free and vegan products. They also mention supporting Voiceless, an animal rights charity.
• •Quality: Crafting high-quality fragrances in Grasse, France.
• •Customer Satisfaction: Actively responding to customer feedback and aiming to improve products based on it.
• •Disruption: "Rewriting the scent story" and "shaking up the industry one spritz at a time."

Best Practices

• •Embrace Playfulness but Stay Confident: Use humor and relatable language (especially on platforms like TikTok) but always reinforce the quality and value proposition. Don't be afraid to acknowledge the "dupe" nature directly and positively.
• •Highlight Ethical Values Consistently: Regularly mention "cruelty-free," "vegan," and "clean formula" in product descriptions, social posts, and website banners. This is a key differentiator.
• •Focus on "Affordable Luxury": The core message is accessing high-end inspired scents without the high-end cost. This benefit should be woven throughout all copy.
• •Encourage and Feature User-Generated Content (UGC): Actively solicit reviews and content from customers. Share UGC on social media to build authenticity and community. This reinforces approachability and social proof.
• •Maintain Transparency and Engage Directly: Continue the practice of responding to customer queries and feedback openly, even negative reviews. This builds trust and shows the brand cares. The co-founder's engagement is a strong asset.

Social Perception

Positive: Many customers perceive Whif as offering good value for money, with fragrances that are very close to the designer originals. The cruelty-free aspect is also a positive driver. Slightly Skeptical (but often won over): Some potential customers initially express skepticism common with "dupe" brands but are often convinced by positive reviews or by trying the products. Engaged Community: Whif has cultivated an engaged online community, particularly on TikTok, where users actively participate in trends and share their experiences. Seen as a Go-To for Dupes: The brand is clearly recognized within the Australian online community as a provider of perfume dupes.

Copy Examples

• •Headline: "Luxury Scents Without the Ludicrous Price Tag. ✨ Smell like a million bucks, save a bundle. #GetWhif"
• •Social Media Post: "Your fave designer scent just got a Whif-over! 😉 Cruelty-free, vegan, and made with love in Grasse, France. Tap to discover your new signature (and your wallet will thank you!). #DupeThat #EthicalFragrance"
• •Product Description Snippet: "Why just dream about designer fragrances when you can *Whif* them? Our [Perfume Name], inspired by [Designer Brand], captures that iconic essence you adore – for way, way less. Go on, treat yourself! #AffordableLuxury"
• •Email Subject Line: "Psst... Your Next Signature Scent is Waiting (and it's not $200+ 😉)"
• •TikTok Video Idea Caption: "Street test! 🎤 We asked Aussies to guess the designer scent... plot twist, it's Whif! 😉 Spot on, right? #GetWhif #PerfumeDupe #StreetInterview #AussieMadeProud (though crafted in France!)"