‘Tis the season of fresh holly sprigs, mistletoe kisses, and of course, the best marketing and branding of the whole year. Yes, you already know I adore Christmas because it’s a copywriting extravaganza. My idea of Christmas cheer is seeking out the best copy and being unable to resist purchasing because of it.

One brand that never misses when it comes to irresistible branding is Penhaligon’s. Their magical concept brand pairs perfectly with the awe and wonder of Christmas. I’m jealous of their copywriters because this copy is FUN.

Because I can’t help but gush over great copy (seriously, I’ll point out skilful copywriting to anybody and everybody– my friends & family can vouch for that), I thought I’d share my findings in a bid to distract myself from frivolous spending.

Penhaligon’s London Brand Copy Case Study

The first thing to note is Penhaligon’s brings their concept brand out in force. And who can blame them?! It’s incredibly fun and definitely memorable. Inspired by their heritage, Penhaligon’s concept brand is steeped in history and utilises our love of old-timey things.

If you weren’t aware, Penhaligon’s is a British perfume house founded in the 1860s by William Henry Penhaligon, the Court Barber and Perfumer to Queen Victoria– talk about an impressive legacy! Staying true to its history, the business weaves its story and quintessential Englishness throughout its branding. And, for Christmas, they’ve elevated their mystical and theatrical characteristics.

Penhaligon’s opening show (front page)

A strong theme, product mention, customer-focused, INCREDIBLE creative calls to action. I love!

This is the first page of Penhaligon’s website and it perfectly encapsulates the circus and performance experience they’re taking us on. It’s fun, unique, memorable, and brand-appropriate. How could you not want to look around and step into this dazzling spectacle?!

Penhaligon’s website pop-up

I’m all for creative copywriting (obviously), but clarity is always the most important thing. You can have the most fun and engaging concept brand, but if you’re not clear about your products and how to purchase them, there’s no point!

The copy for Penhaligon’s magical advent calendar is clear: “24 scented gifts”. And wonderfully creative: “acquire yours before it performs its vanishing act”. And a shout out to the call to action: ‘shop on’, which furthers their concept in the most non-invasive way. Shop on, the show must go on– I love it!

Penhaligon’s product descriptions

Even their product names stay true to the theme. Here, the product description is split into creative and clear, perfect for addressing emotional and logical buyers. The first paragraph sets the scene and draws us into the story, while the second paragraph lays out the facts about what’s included. I want to be a part of this joyous, traditional circus trip, and I know these fragrances will transport me there. So powerful.

Penhaligon’s Blog

Of course, I had to give the blog a mention! A regularly updated brand blog with useful and relevant posts?! YES PLEASE. Each post is well-written, easy to read, and features products.

A few more Christmassy posts would be nice at this time of year, but their marketing team is probably super busy. If you’re looking for a luxury copywriter, Penhaligon’s, I’m free 😏. 

Penhaligon’s brand story

I’ve saved my favourite part for last because you know I can’t resist a powerful brand story. Although this isn’t Christmas-specific, Penhaligon’s about page is unlike anything else. Appropriately named ‘heritage’, the journey takes us from founding to the present day, exemplifying what a beloved, trusted, and iconic brand Penhaligon’s is. It invests us in its journey and story as a brand and instils trust and admiration for a brand that has stood the test of time and stays true to its roots.

As with all areas of the website, the visuals and graphics are storybook worthy, further bringing to life this brand’s one-of-a-kind identity. I couldn’t leave without noting the adorable call to action to ‘peruse the peruse’. How cute! Despite being creative and using a less common verb, there’s no confusion regarding this invite. And no way I’m turning it down.

View Penhaligon’s magical and mystical website here.

If you’re interested in learning more about how big brands use copywriting to share their story and develop their identity, you’ll enjoy this post on fashion designer, Love Shack Fancy.