Brand Tone

Aspirational yet Accessible, Friendly and Engaging, Promotional and Sales-Oriented, Confident

Brand Values

• •Affordability/Value for Money
• •Quality
• •Accessibility
• •Customer Satisfaction
• •Evolution and Growth
• •Entrepreneurship

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., "Luxurious but Approachable," "Confident," "Friendly," "South African Pride"), corresponding "Do's" and "Don'ts" for language, and examples of tone in action. Share this with everyone who creates content.
• •Balance Aspiration with Accessibility: When using words like "luxury," "premium," or "opulent," always ensure the messaging also reinforces the value and attainability. For example, "Indulge in our most luxurious collection, crafted with the world's finest oils, now within your reach."
• •Emphasize Quality and Origin (Subtly): Regularly, but not excessively, mention the quality of ingredients (e.g., "imported French oils," "high concentration of essential oils") to build trust and justify the "inspired by" value proposition.
• •Engage and Invite Interaction: Use questions, calls for user-generated content (e.g., "Which Perfume Garden scent is your current favorite and why? #MyPerfumeGarden"), and respond to comments in a consistently friendly and helpful manner across all platforms.
• •Maintain Consistency Across Platforms: While the style might vary slightly (e.g., more playful on TikTok, slightly more descriptive on the website), the core brand voice – that blend of aspirational quality and accessible value – should be recognizable everywhere. Regularly review content across all channels to ensure alignment.

Social Perception

Positive, Mixed (Minority), Engaged Community (on some platforms), Seen as a Go-To for Affordable Luxury

Copy Examples

• •Headline: Experience Opulence. Discover Your Signature. Body: Why just dream of luxury when you can wear it? Our Gold Range, crafted with the finest French oils, offers an unparalleled scent experience. Indulge in sophistication that’s surprisingly attainable. #PerfumeGardenGold #AffordableLuxury
• •Headline: Your Favourite Scents, Reimagined. Body: Fall in love with familiar notes, crafted with exceptional quality and a price that will delight you. At The Perfume Garden, smelling incredible isn’t a splurge, it’s your new everyday. Explore our inspired-by collection today! #InspiredByYou #PerfumeGardenSA
• •Headline: Don't Just Turn Heads, Captivate Them. Body: Our fragrances are more than just scents; they're statements. Confidently express your unique style with long-lasting perfumes that leave a memorable impression. Quality you can trust, prices you'll love. #ScentOfConfidence #ThePerfumeGarden
• •Headline: Join the Scent Revolution! ✨ Body: Thousands in South Africa have already discovered their perfect match with The Perfume Garden. From fresh florals to rich, woody aromas, find a high-quality fragrance that speaks to you, without breaking the bank. What will be your new obsession? #PerfumeObsessed #ValueAndQuality
• •Headline: Unlock a World of Fragrance. Become a Perfume Garden Agent. Body: Love our scents? Share the passion and build your own success story! The Perfume Garden offers you the tools and quality products to thrive. Turn your love for fragrance into an exciting venture. Learn more and join our growing family! #PerfumeGardenAgents #EntrepreneurSpiritSA