Brand Tone

Savvy, accessible, and confident, positioning itself as a smart choice for consumers, using informal and friendly language, and confidently presenting its high-quality alternatives.

Brand Values

• •Value for Money
• •Transparency
• •Quality
• •Modern Entrepreneurship

Best Practices

• •Embrace the "Dupe" Identity Confidently: Do not use apologetic or vague language. Use terms like "dupe," "inspired by," and "alternative" openly and proudly. This transparency is your biggest strength and what attracts your target audience.
• •Focus on the Benefit: Affordable Luxury: Every piece of copy should reinforce the core message: you get a high-end experience for a low-end price. Use phrases like "luxury for less," "smart scent," "daily indulgence," and "smell expensive."
• •Use Relatable, Social-Media-Friendly Language: Keep the tone conversational and direct. Use emojis where appropriate (especially on social media) and speak like a friend giving a good tip, not a corporation selling a product.
• •Leverage Social Proof: Continuously integrate influencer content and customer testimonials into your marketing. Phrases like "See what everyone's talking about," "The dupe that went viral on TikTok," or quoting customer reviews in ad copy builds immense trust.
• •Educate the Customer: Briefly explain why your product is a smart choice. Use blog posts or short snippets in your copy to touch upon the high marketing costs of designer brands, empowering the customer to feel intelligent about their purchase decision with Geurvana.

Social Perception

Perceived as a clever, legitimate, and desirable "life hack" by its target audience, offering access to sought-after scents affordably. Positioned as a trendy and trustworthy brand through influencer collaborations, seen as a smart purchase rather than a cheap imitation.

Copy Examples

• •Why pay for the brand name? Get the scent you love, not the price you don't. Discover our collection of luxury-inspired fragrances.
• •(Video shows a popular designer perfume next to a Geurvana bottle) Same vibe, way different price tag. ✨ Smell like a million bucks, without spending it. Tap to shop your new favorite scent!
• •Subject: Your Signature Scent is Waiting... Hi [Name], tired of saving your favorite perfume for 'special occasions'? At Geurvana, we believe you should enjoy luxurious scents every day. Our fragrances are inspired by the world's most iconic perfumes, made with quality ingredients, and priced for real life. Find the one that reminds you of your favorite today.
• •Product: Geurvana Nr. 172 (Inspired by YSL's Libre) Confident, bold, and free. Our Nr. 172 is an ode to modern femininity, inspired by the iconic scent of Libre. With notes of lavender, orange blossom, and musk, this is a fragrance for the woman who plays by her own rules. Long-lasting, high-quality, and intelligently priced.
• •From a couple with an idea to your go-to for affordable luxury. We're Lieke and Jesse, and we started Geurvana because we knew there had to be a better way to buy perfume. We handle everything from testing to marketing to make sure you get a scent you'll love. Thanks for being part of our story!