Brand Tone

accessible, confident, and smart

Brand Values

• •Accessibility
• •Quality
• •Individuality
• •Transparency

Best Practices

• •Lead with the Value Proposition: Always emphasize the "why"—affordable luxury, high quality without the markup. This is the core of the brand's appeal and should be present in most communications.
• •Use Confident, Not Apologetic, Language: Frame the products as a smart alternative, not a cheap copy. Use words like "inspired by," "captures the essence of," and "our version of" rather than language that diminishes the product's quality.
• •Focus on Scent and Persona: Connect fragrances to personality and self-expression. Use descriptive, evocative language to describe the scents, helping customers imagine the experience and find the one that best represents them.
• •Maintain Transparency: Continue to be open about the business model. Reminding customers that they are paying for the scent itself builds trust and reinforces the brand's "smart choice" positioning.
• •Leverage Customer Testimonials: Social proof is incredibly powerful for this business model. Weave direct quotes and feedback from happy customers into marketing copy to build credibility and trust with new audiences.

Social Perception

The social perception is highly positive, with customers viewing Florys as a provider of high-value 'dupes' or inspired fragrances that are impressively close to the originals. There is strong appreciation for the longevity and quality, positioning the brand as a smart and economical choice for fragrance lovers, making luxury scents attainable. This often leads to strong brand loyalty and intent to repurchase.

Copy Examples

• •Why pay for a celebrity's endorsement? Your signature scent should be about you, not them. Experience the luxury of designer-inspired fragrances without the designer price tag. Florys: All scent, no secret.
• •That $200 perfume you love? We have its heart and soul for just $19. Our mission is simple: deliver premium, long-lasting fragrances directly to you. Discover your favorite scent today and feel fabulous without the splurge.
• •Don't just wear a fragrance. Wear your personality. Our ethically sourced perfume oils are crafted to last all day, expressing who you are. Find or create your perfect match at Florys.
• •Inspired by the iconic Baccarat Rouge 540, our Amberly Woody fragrance captures the same sophisticated blend of amber, cedar, and jasmine. A warm, sensual, and powerful scent that lingers, reminding you of luxury at a price that makes sense.
• •Still thinking about it? The only thing you'll miss is the overpriced bottle. Get the scent you love, the quality you deserve, and the price you'll celebrate. Your smart fragrance journey starts here.