Brand Tone

Aspirational yet accessible, balancing elegance and sophistication with a direct, confident approach to value. On social media, the tone shifts to be more engaging, trendy, and community-focused, fostering a sense of belonging.

Brand Values

• •Affordable Luxury
• •Quality
• •Variety and Self-Expression
• •Transparency and Confidence
• •Customer-Centricity

Best Practices

• •Master the "Aspirational, yet Accessible" Balance: Always pair elevated, luxurious language with the core message of affordability. Use words like "elegant," "sophisticated," and "premium" alongside "smart," "accessible," and "your price."
• •Be Confidently Transparent: Embrace the "inspired by" identity. Use clear and confident phrasing like "Our version of...," "Inspired by...," or "If you love [Brand X], try Divain-XXX." This builds trust and manages expectations effectively.
• •Speak to the "Why," Not Just the "What": Go beyond describing the scent notes. Connect fragrances to emotions, moments, and identity. Frame perfume as a tool for confidence, self-expression, and creating memories.
• •Cultivate a Community Voice: Use inclusive language that fosters a sense of belonging. Refer to your customers as a community (e.g., "#Divainers") and actively encourage user-generated content, questions, and feedback in your social media copy.
• •Educate to Empower: Create content that educates the audience about fragrances (e.g., scent families, notes, layering). This positions Divain as an expert and empowers customers to make informed choices, reinforcing the value of smart shopping.

Social Perception

Generally positive among its target audience, who view it as a smart, high-value alternative to expensive designer perfumes, praised for quality, scent similarity, and elegant packaging. Some critical feedback exists regarding longevity/projection of certain scents and occasional customer service issues. Overall, Divain is perceived as a strong player in the "dupe" perfume market that delivers on its promise of affordable luxury.

Copy Examples

• •Your signature scent is a story, not a splurge. Discover the fragrance that feels like you, in all your moments. Elegant, captivating, and unapologetically yours. #Divain #ScentOfYou
• •Why settle for one signature scent? Build your entire fragrance wardrobe with Divain. Explore hundreds of scents inspired by the world's most iconic perfumes and find the perfect match for every day, every mood, every you. Shop now and get 3 for the price of one.
• •POV: You smell expensive but your bank account didn't feel it. 😉 Our version of [Famous Perfume] is the ultimate life hack. #PerfumeDupe #AffordableLuxury #Divain
• •Subject: The Secret to Luxury Perfume? It's Not the Price Tag. At Divain, we believe in quality, not labels. We use high-quality essential oils to craft scents inspired by your favorite luxury brands, so you can indulge in a premium fragrance experience that lasts. Dare to compare.
• •Iconic Scents. Accessible Prices. This is Divain. Experience the world of fine fragrances, redesigned for you. Free shipping and a free sample with every order.