Brand Tone

Aspirational yet Accessible

Brand Values

• •Affordability
• •Quality
• •Self-Expression
• •Transparency
• •Sustainability

Best Practices

• •Lead with the Experience, Justify with the Price: Start copy by describing the feeling, the mood, or the luxurious experience the scent provides. Then, introduce the accessible price point as the smart, logical choice. This maintains the aspirational feel while highlighting the core value proposition.
• •Use "Inspired By" or "Our Version Of" Consistently: Always be transparent about the nature of the product. This builds trust and manages customer expectations. Avoid definitive claims like "identical" and instead use softer language like "captures the essence of" or "our homage to."
• •Balance Luxury and Everyday Language: Use sophisticated adjectives to describe the scents (e.g., "opulent," "audacious," "ethereal") but keep the call-to-action and general messaging clear, direct, and simple (e.g., "Shop Now," "Find Your Scent").
• •Leverage Social Proof and User Stories: Feature customer testimonials that specifically mention the scent's similarity to the original and the compliments they've received. This is more powerful than the brand making the claims itself and directly addresses a key customer consideration.
• •Maintain a Consistent Visual Language: Ensure that the sleek, minimalist aesthetic seen on Instagram is carried across all marketing materials, including emails and ads. The high-quality visuals reinforce the "luxury" aspect of the brand's tone, even when the text is focused on affordability.

Social Perception

Public perception is multifaceted. Positives include impressive scent accuracy and the advantageous price point, allowing customers to own multiple scents. Negatives involve common complaints about longevity and consistency, slow shipping, customer service issues, and sometimes the quality of packaging.

Copy Examples

• •Why pay for the label? Get the scent you love, crafted with premium ingredients, for a price that makes sense. Experience our version of Creed Aventus and command every room you enter.
• •That feeling of a perfect night out, bottled. Our inspiration of Tom Ford's Lost Cherry is your new secret weapon for unforgettable moments. Bold, sweet, and undeniably you.
• •Your fragrance collection should be as versatile as you are. Build your scent wardrobe with our iconic alternatives. Start with Crystal No. 23, our homage to Baccarat Rouge 540, and embrace pure luxury.
• •Weekend mood: activated. Which ALT Fragrance are you wearing to celebrate? Drop your go-to scent in the comments! #ALTfragrances #ScentOfTheDay
• •The new luxury is smart. We use high-quality, clean ingredients to create scents that last. No brand tax, no compromises. Just pure, inspired fragrance delivered to your door.