Brand Tone

Direct and Informative, Confident (in product quality), Customer-centric and Approachable, Value-Oriented, Transparent (within legal boundaries)

Brand Values

• •Quality: Striving to provide "highest quality, longest lasting and closest matching designer-inspired perfumes". They state they "will never compromise on quality. We want to be the best, not the cheapest."
• •Customer Satisfaction & Service: Mission to "provide the best service" and a focus on listening to customer feedback. Highlighted by "happiness guaranteed" with hassle-free returns.
• •Value for Money: Offering alternatives to expensive designer fragrances at a "fair price," giving consumers "real value for money and greater choice".
• •Transparency & Honesty: Clearly stating their products are "inspired by" and disassociating from original designer brands. Providing ingredient information.
• •Accessibility: Making desirable fragrance profiles available to a broader audience through lower pricing.

Best Practices

• •Be Direct and Clear: Clearly state that the perfumes are "inspired by" specific designer fragrances. Avoid ambiguous language. Use straightforward descriptions of scents and benefits (e.g., longevity, quality).
• •Emphasize Value and Quality: Consistently highlight the benefit of getting a high-quality fragrance experience that is very close to the original, but at a significantly lower price. Use phrases like "luxury for less," "smart indulgence," or "designer-inspired excellence."
• •Maintain Confidence (but stay compliant): Show confidence in the product's similarity and performance. However, always include necessary disclaimers about not being affiliated with the original brands. This builds trust by being upfront.
• •Personal and Approachable Language: Incorporate the personal touch evident in the "About Us" section and customer service interactions. Use "we" and "you" to create a connection. Consider a founder's note or a more conversational style in blogs or email marketing.
• •Focus on the Sensory Experience: While highlighting the "inspired by" aspect, also describe the fragrance notes and the experience of wearing the scent to appeal to customers' desires for specific olfactory profiles. Use evocative language that paints a picture of the scent itself (e.g., "intoxicating cherry," "warmly spicy and seductively sweet").

Social Perception

Positive for those who have purchased; Niche Appeal; Potential for Confusion; Limited Mainstream Visibility

Copy Examples

• •Headline: Love [Designer Brand Name]? Try Our "Oracle" – Inspired by Lost Cherry. Body: Experience the same intoxicating cherry and almond allure without the designer price tag. Our "Oracle" is crafted for exceptional quality and lasting power. Indulge your senses, intelligently. Shop now for just £29.99.
• •Headline: Why Pay More for Your Signature Scent? Body: At 99scents, we believe luxury shouldn't break the bank. Discover our collection of designer-inspired perfumes, meticulously blended to capture the essence of your favorite high-end fragrances. Quality, longevity, and incredible value – that's our promise.
• •Headline: The Secret to Smelling Expensive? It's 99scents. Body: Turn heads with our stunning "Ballerina," inspired by Tom Ford's F*cking Fabulous. Rich leather, warm woods, creamy tonka – all the sophistication, none of the exorbitant cost. Dare to compare.
• •Headline: Happiness Guaranteed. Or Your Money Back. Body: We're so confident you'll adore our inspired-by fragrances that we offer a 30-day free return policy. Try your new scent; if it's not love at first spritz (after a spray or two!), send it back hassle-free. That’s the 99scents difference.
• •Headline: From Our Founder, Rob: "Quality First, Always." Body: "We don't aim to be the cheapest; we aim to be the best in inspired-by perfumery. That means premium ingredients, exceptional fragrance matching, and service you can count on. Any questions? I'm here to help." – Rob, Founder of 99scents.