Purpose & Stakeholder Governance (PSG) 4

 

Framework Segment: Responsible Marketing, Public Relations, & Communications Ethics
Effective Date: May 2026 | Version: 1.0 | Review Date: May 2027

 

Compliance Standard: Purpose & Stakeholder Governance (PSG) 4
Core Standard Statement: The company engages in responsible marketing and public relations. 

Atenai London is built upon a foundation of intentionality, mindfulness, and quiet luxury. We believe that how we speak to the world is as vital as the formulas we craft. True to our mission of redefining self-care through fragrance-led wellness, our marketing and public relations initiatives are treated not as aggressive customer acquisition tactics, but as transparent invitations to a more balanced life. This segment outlines our structural standards for commercial speech, ensuring every product claim, sensory narrative, and press engagement respects the intelligence, diversity, and wellbeing of our audience.

PSG 4.1: Code of Conduct for Marketing & PR Practices

Requirement: The company has principles for responsible marketing and public relations practices.

To govern our creative, digital, and wholesale communications, Atenai London has codified four core pillars of commercial transparency. These principles apply to all public-facing channels, including our official digital shop, email newsletters, wholesale linesheets, paid social campaigns, and print lookbooks.

  • Honesty in Formulation and Science-Backed Claims: Atenai London will never employ misleading, exaggerated, or pseudoscientific terminology. Because we blend the art of fine perfumery with high-performance actives, all claims regarding skin benefits, material percentages (such as our 30% PCR bottles), and authoritative registrations (such as the Michael Edwards Fragrances of the World database) must remain fully verifiable and transparent.
  • Sensory Wellbeing Over Aesthetic Insecurity: Traditional beauty marketing often builds commercial demand by highlighting physical insecurities. Atenai London explicitly bans fear-based or shame-driven marketing. Our content centers entirely on positive emotional architecture helping people choose how they want to feel (Calm, Balance, Uplift) through sensory rituals, rather than selling remedies for manufactured flaws.
  • Inclusivity and Authentic Digital Representation: In line with our commitment to designing for all skin types, tones, and genders, our visual marketing must reflect the real world. We strictly reject the toxic distortion of skin textures or proportions in post-production. Furthermore, we mandate that our creative campaigns feature diverse, authentic representation that honors our inclusive ethos.
  • Environmental Transparency & Anti-Greenwashing: As an ongoing journey toward sustainability, we speak about our environmental footprint with radical honesty. We do not make sweeping, unqualified claims like '100% eco-friendly' or 'zero-impact.' Instead, we communicate exact specifications—such as our 100% vegan and cruelty-free statuses, palm oil-free formulations, and real-time packaging milestones—ensuring our community can trust our conscious craftsmanship.

Operational Compliance & Accountability Execution

To ensure these principles are actively lived rather than passively documented, Atenai London integrates the following operational controls across our creative pipeline:

  • Creative Review and Asset Vetting: Prior to launching any public campaign, paid advertisement, or press kit, assets must undergo a dedicated review compliance check led by the Creative Director and Executive team. This vetting process verifies that all copy, imagery, and product disclosures strictly align with our transparency criteria.
  • Influencer and Ambassador Alignment: Any external content creators, brand ambassadors, or public relations agencies acting on behalf of Atenai London must sign our Brand Ethics Addendum. This agreement legally obligates third parties to maintain our standard of honest, non-exaggerated claims and inclusive visual practices.
  • Community Feedback Monitoring: Our customer care and digital teams actively track public sentiment, reviews, and community feedback regarding our messaging. Should an asset be identified by our community as ambiguous, insensitive, or inadvertently misleading, it will be immediately flagged for creative review, alteration, or complete withdrawal within 24 hours.

By establishing these structural boundaries, Atenai London protects the integrity of our brand, honors our conscious craftsmanship, and builds authentic relationships rooted in true trust. We demonstrate that luxury can be both profoundly successful and deeply responsible, offering a serene center ground in a fast-moving commercial world.

Issued by Atenai London Management

Nuno Silva
Director and Founder
Date: August 31, 2026

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