Brand Tone

Enthusiastic, familiar, and savvy, like talking to a friend who is in-the-know about the best scent dupes. It is welcoming, informal, direct, confident, and passionate.

Brand Values

• •Quality & Craftsmanship
• •Accessibility
• •Customer-Centricity
• •UK-Based Identity

Best Practices

• •Lead with the "Dupe" Angle: Always be direct and confident about the scent inspiration. Your customers appreciate the transparency. Use phrases like "Our take on," "Inspired by," and "Similar to the popular..." to maintain clarity and manage expectations.
• •Use Enthusiastic and Sensory Language: Employ vibrant, descriptive words. Don't just say it smells good; describe the feeling it evokes (e.g., "cozy embrace," "radiant," "opulent," "candy-sweet").
• •Maintain a Friendly, Informal Tone: Start social media posts and emails with a welcoming "Hello!" or a question. Write as if you're sharing a great find with a friend. This makes the brand more relatable and approachable.
• •Leverage Social Proof: Continue to highlight "best sellers," "top sellers," and "customer favorites" in your copy. This builds trust and creates a sense of urgency and popularity.
• •Tell Micro-Stories: Weave in small personal anecdotes where possible, like the "Duvet Day" description or the story behind the "Lakeside" name. This reinforces the "hand-poured with love" value and connects customers to the people behind the brand.

Social Perception

XO WAXCO is perceived as a go-to source for high-quality, affordable home fragrance "dupes." Customers trust them for scent accuracy, and the brand is seen as popular, trendy, and a reliable small business.

Copy Examples

• •Your perfume obsession, now for your home. ✨ Meet our take on Baccarat Rouge. We captured the airy, radiant, and intensely sophisticated scent you love, so your entire space can feel as luxurious as you do. Ready to transform your home? Tap to shop! #XOWaxCo #PerfumeDupe #BaccaratRouge #HomeFragranceUK #HandmadeWithLove
• •Love the scent of The Comforter? That sweet, cozy, blackcurrant embrace... now in a wax melt that lasts for hours. Our hand-poured wax melts give you that famous, comforting fragrance you can't get enough of. Click here to bring the comfort home!
• •That Unstoppables 'Fresh' Scent? It's Back In Stock!
• •WHY JUST WEAR YOUR FAVORITE SCENT? Hand-poured dupes of the world's most popular perfumes and fragrances. Fill your home with the scents you love.
• •Duvet Day: There's nothing better than the scent of freshly washed laundry. 'Duvet Day' is clean, fresh, and crisp. It’s the scent our founder uses when she wants her house to smell effortlessly amazing—and it's the one guests always ask about! Clean, simple, and impossibly fresh.