Penhaligon’sA bit on the nose


Each Penhaligon’s perfume brims with character. But a new website meant distilling that into just a few characters.

Penhaligon’s perfumes have been worn by princes, celebrities and captains of industry for 150 years. We captured the brand’s quirky, quintessentially British character in practical tone of voice guidelines, then rolled it across their product and campaign copy.

Trickiest of all was condensing that character into 200 concise product descriptions for the website – without losing the charm. Now, Penhaligon’s patrons have as much fun online as they do in store.

Anyone for gin? A juniper burst of freshness. Teasing angelica and black pepper. Warm spice and warm hearts. This eau de toilette is a complex cocktail. Better make it a double.
Juniper Sling Eau de Toilette
Product description
If the smoking room of a gentlemen’s club were a scented candle… Wood-panelled walls. Soft leather armchairs. Old money and stiff upper lips. Now, will someone light my cigar?
Maduro Leaf Candle
Product description
Rich and impeccably dressed. This is Belgravia, darling – what do you expect? A spritz of raspberry over delightful florals: labdanum and May rose. An eau de parfum for London’s flamboyant gentry.
Belgravia Chypre Eau de Parfum
Product description
Luna’s body cream soothes with citrus, jasmine and rose. Surrender is sweet.
Luna Body Cream
Product description
“We’re delighted with the website copy, and the voice guidelines are already proving invaluable.”
Erin Homer
Head of Brand, Penhaligon’s