Tono de Marca

Aspirational yet Accessible, Engaging and Friendly, Expert and Knowledgeable, Modern and Innovative, Value-Driven

Valores de Marca

• •Passion
• •Innovation
• •Expertise
• •Simplicity
• •Customer-Centricity (Aspirational)
• •Accessibility
• •Community and Giving Back

Mejores Prácticas

• •Embrace "Aspirational yet Accessible": Copy should balance the allure of luxury and high-end brands with an inclusive and welcoming tone that emphasizes value and affordability. Avoid overly exclusive or intimidating language.
• •Inject Personality and Friendliness: Use a conversational, upbeat, and engaging style, especially on social media. Incorporate emojis where appropriate, ask questions, and encourage interaction to build community. Reflect the energy seen on their TikTok.
• •Showcase Expertise Subtly: While highlighting the knowledge of "Fragrance Experts," ensure the language remains clear, simple, and helpful, not condescending or overly technical. Focus on the benefit to the customer (e.g., "find your perfect scent easily").
• •Be Transparent and Authentic (to address perception gap): While promoting positive aspects, acknowledge the customer journey. In customer service communications, ensure copy is empathetic, clear, and solution-oriented. Addressing feedback constructively can help bridge the perception gap seen in reviews.
• •Live the Values: Ensure copy consistently reflects the brand's stated values of Passion, Innovation, Expertise, and Simplicity, as well as demonstrated values like community support (#BeYourself, charity). For example, innovation can be highlighted when talking about new tools or store experiences.

Percepción Social

The Fragrance Shop is widely recognized as a major fragrance retailer in the UK with a significant high-street and online presence. It projects an image of being a go-to destination for a wide variety of fragrances at competitive prices, backed by expert advice and a commitment to customer satisfaction. However, there is a notable discrepancy in online sentiment, with a substantial volume of negative reviews on independent platforms pointing to customer frustrations regarding post-purchase support, delivery reliability, and refund processes. The brand is perceived as modern and engaging, especially by its social media audience, and its innovative efforts contribute to a perception of a forward-thinking brand.

Ejemplos de Copy

• •Headline: Your Signature Scent Awaits. Luxury, Within Reach. Body: Dive into a world of exquisite fragrances without breaking the bank. At The Fragrance Shop, discover iconic brands and hidden gems, all curated by our experts. Find your perfect match today! #AccessibleLuxury #FragranceExperts
• •Social Media Post (Instagram/TikTok): (Image/Video: Bright, engaging flat lay or short video of popular fragrances) Spotted your next obsession? 😉 From timeless classics to the latest drops, we've got the scent that tells YOUR story. P.S. Our Members get 20% off – just saying! ✨ #LoveTFS #ScentStory #FragranceHaul #MemberPerks
• •Email Subject: Unlock a World of Fragrance – Expert Picks Inside! Body: Not sure where to start? Our Fragrance Experts have handpicked this season's must-have scents, just for you. Plus, discover how our innovative Fragrance Match tool can help you find "the one" in minutes. Let's find your new favourite!
• •Website Banner: Spray a Little Happiness! ✨ Discover uplifting scents and feel-good prices. Plus, every purchase helps support our charity partners. Smell good, do good.
• •Promotional Copy: ✨ Mid-Season Treats! ✨ Up to 50% off selected fragrances. Indulge in that scent you've been dreaming of. Limited time only – don't miss out on smelling fabulous for less! #FragranceDeals #LimitedTimeOffer