Brand Tone

Aspirational yet Accessible

Brand Values

• •Accessible Luxury
• •Quality & Craftsmanship
• •Sophistication
• •Confidence

Best Practices

• •Lead with the Experience, Justify with the Price: Start copy with evocative, sensory language that describes the feeling and elegance of the scent. Then, introduce the value proposition of affordability. This frames the product as a luxury item first and a smart purchase second.
• •Use "Inspired By" not "Copy of": Consistently use language like "Inspired by," "Our interpretation of," or "Notes similar to" when referencing designer fragrances. This maintains a level of originality and legal/ethical integrity, positioning Dupre as a competitor, not an imitator.
• •Focus on Ingredients and Notes: Detail the top, heart, and base notes in your copy. This educates the consumer, showcases your commitment to quality craftsmanship, and gives fragrance enthusiasts the information they need to make a purchase decision.
• •Embrace a Confident, Sophisticated Vocabulary: Use words like "meticulously crafted," "unforgettable," "sophisticated," "elegant," and "captivating" to elevate the brand's perception and align with its high-end aesthetic.
• •Leverage User-Generated Content (UGC) with Aspirational Framing: As the brand grows, encourage customers to share their "Dupre moments." Re-post customer photos and reviews that align with the sophisticated, confident image you want to portray. Frame testimonials not just as "good reviews," but as stories of "effortless beauty and timeless charm."

Social Perception

Customers are savvy and value-driven, seeking quality scent accuracy and longevity at lower prices, prioritizing authenticity over prestige. The broader public view of 'dupes' is mixed, ranging from smart alternatives to intellectual property concerns, requiring Dupre to position itself as a high-quality inspired fragrance provider.

Copy Examples

• •Your daily essentials should be exceptional. Experience the intoxicating notes of coffee, jasmine, and vanilla with our 'Marbella' fragrance. The luxury you deserve, every single day.
• •Why reserve luxury for special occasions? Discover scents inspired by the world's most iconic fragrances and make every moment unforgettable.
• •Crafted for the man who commands attention without saying a word. Le Marbre opens with crisp apple and bergamot before settling into a warm, confident base of amber and vanilla. Inspired by greatness, perfected for you.
• •That $300 Fragrance You Love? Experience It For $49.
• •Smell like a million dollars. (Without spending it).