Brand Tone

Youthful & Energetic, Playful & Fun, Approachable & Friendly, Trendy & Current, Confident & Expressive

Brand Values

• •Self-Expression & Individuality
• •Affordability & Accessibility
• •Cruelty-Free
• •Fun & Joy
• •Trendiness & Style
• •Empowerment

Best Practices

• •Know Your Audience Inside Out: Always write with the young, trend-aware, and expressive individual in mind. Use language, references, and humour that resonate with them (e.g., emojis, current slang if appropriate and authentic, nods to social media trends).
• •Embrace Energy and Positivity: Keep the language upbeat, optimistic, and energetic. Focus on the joy, fun, and confidence that the fragrances bring. Avoid overly formal or complex vocabulary.
• •Highlight Key Values Consistently: Regularly weave in messages about self-expression, affordability, and the cruelty-free commitment. These are strong selling points and brand differentiators.
• •Be Visually Congruent: Ensure that the copy complements the vibrant, colourful, and youthful visual identity of the brand. The words should evoke the same feelings as the images and videos.
• •Engage and Interact: Use questions, polls, and calls to action that encourage interaction and make the audience feel like part of the So...? community. Keep the dialogue friendly and conversational, even in responses.

Social Perception

Youth-Focused, Affordable Treat, Trendy & Collectible, Ethically Minded (Cruelty-Free), Everyday Scents

Copy Examples

• •Headline: Your Vibe. Your Scent. Your So...? Body: Life’s too short for boring fragrances! Unleash your personality with a spritz of So...? From dreamy mists to daring perfumes, find the scent that screams YOU. #SoUnique #MyScentStory #CrueltyFreeVibes
• •Headline: New Drop! ✨ Smell Amazing, All Day, Your Way! Body: Guess what just landed? Our latest So...? collection is here to make your world a little brighter (and smell a LOT better!). Grab your new fave before it’s gone. Link in bio to shop affordable glam! #So...?New #FragranceGoals #TreatYourself
• •Headline: TikTok Made You Buy It? 😉 We Get It. Body: Join the So...? squad and see what all the hype is about! Our viral body mists are fun, fresh, and 100% cruelty-free. Which So...? are you today? #So...?Viral #TikTokFaves #BodyMistMagic
• •Headline: Be Bold. Be You. Be So...? Body: Why fit in when you were born to stand out? So...? fragrances are your secret weapon to express every side of you. Playful, sweet, sassy – we’ve got a scent for that. Explore the collection! #ExpressYourself #So...?Fragrance #OwnYourScent
• •Headline: Weekend Mood: Activated by So...? 💖 Body: Get that Friday feeling with a burst of your favorite So...? fragrance! Perfect for spontaneous adventures, chill hangouts, or just feeling fabulous. What’s your go-to So...? for the weekend? Share below! 👇 #So...?Weekend #FunFragrance #GoodVibesOnly