Vert Amour is positioned as an elevated, story-driven fragrance rooted in Latin American folk romance — specifically, a Colombian legend surrounding a rare natural encounter said to bring lasting devotion to those who experience it. Consumer-facing language leans fully into "legend," "encounter," and "rare botanical & mineral-derived compound," and avoids any reference to the compound's biological source. Early qualitative testing shows the mystery itself — consumers not quite knowing what inspired the story — is part of the appeal.
KEY MESSAGING PILLARS
Rarity: "Inspired by an encounter so rare, most people who go looking for it never find it."
Provenance: "Sourced from a remote region of the Colombian Andes, following two decades of research."
Science, softened: "Developed using a proprietary compound identified through original biochemical research" — do not elaborate further in consumer copy.
Emotional payoff: "Wear the legend. Let them wonder why."
LABEL COPY MOCKUP
VERT AMOUR
Eau de Parfum · Cataclysm Fragrance House
"Legend says it finds you once, if it finds you at all." Inspired by a rare botanical encounter in the Colombian highlands.
50ML / 1.7 FL OZ · MADE IN USA
TARGET CONSUMER
Primary: women and men ages 28–45, household income $90K+, existing purchasers of niche/indie perfume houses, drawn to ingredient storytelling and "if you know, you know" brand positioning. Secondary: gifting occasions (anniversaries, engagements) where a rarity narrative supports premium pricing.
PRICING & LAUNCH TIERS
TIER
SKU
PRICE
NOTES
Founder's Reserve
VA-001-FR
$285 / 30ml
Limited run, numbered bottles, waitlist only
Signature
VA-002-SIG
$165 / 50ml
Primary retail SKU, department store + DTC
Discovery
VA-003-DISC
$38 / 10ml
Sampling tier, retail counter conversion driver
EARLY FOCUS GROUP FEEDBACK
"I don't even fully understand the story behind it and I kind of don't want to? It's more interesting that way."FEMALE, 34, DALLAS TX
"Smells expensive. Smells like a secret. I'd buy it as a gift before I'd buy it for myself, honestly."MALE, 41, CHICAGO IL
"Kind of gives 'my rich aunt went to South America and came back different.' In a good way."FEMALE, 29, AUSTIN TX
"Whatever's actually in this, I don't need to know. I just want to smell like whoever thought of the name."FEMALE, 38, PHOENIX AZ
OPEN ITEMS
Launch timeline currently on hold pending resolution of a supply chain disruption in raw material sourcing (see R&D). Marketing assets, retail partnership conversations, and press preview list are complete and ready to activate within 10 business days of supply confirmation.
// LEGAL & COMPLIANCE NOTE
Per H. Carber (General Counsel): consumer-facing materials must not reference the terms FROG, AMPHIBIAN, CRYPTID, or DENDROBATES in any form, including packaging, press materials, or retail training documents. All copy referencing "provenance" or "sourcing" has been reviewed against this standard. Any revision to this deck requires re-review prior to external distribution.