💕 girlypop x reply girls 💕

What do you think of the Boy Smells rebrand?! (Cowboy Kush is my fave candle of all time)

I've been big backlash on tik tok, although the  brand claims the rebrand led to its best sales week in four years (they launched in Sephora).

(old is left photo, new is right photo)

Despite the fact that they’re my actual competitor (I respect them and they make great scents), rebrand kinda flopped because there’s no consistent identity with their current branding. Colours don’t align at all and the vessels don’t have enough padding on the bottom for the text 

Also, vessels look like default colours and not specific pantones? Kinda feels like they picked default pantones. Lots of complaints too on the luxury candle subreddit. 

But hey, they’re more successful than me, so maybe I’m wrong and the numbers are performing well.

🕯️They/them. Scaled cos from 0-$300k in arr, 7-35 employees, 0-100k users. Now I make candles that give people love, joy, and delight at humankind.place

this is such a great take! I've also heard a lot of critiques that their a lot of their queer buyer base feels alienated by this rebrand