Brand Tone

Aspirational yet Accessible, Confident and Revolutionary, Passionate and Connoisseur-like, Direct and Transparent, Playful and Seductive

Brand Values

• •Accessibility/Democratization of Luxury
• •Quality without Compromise
• •Focus on the Essential
• •Individuality and Self-Expression
• •Cruelty-Free
• •Boldness and Innovation

Best Practices

• •Emphasize Accessible Luxury: Consistently pair aspirational language (e.g., "exquisite," "opulent," "masterpiece") with terms that highlight value and accessibility (e.g., "affordable," "smart choice," "within reach").
• •Focus on the "Juice": Regularly remind the audience that the primary investment is in the high-quality fragrance itself, not excessive marketing or packaging.
• •Be Confidently Transparent: Don't shy away from the "inspired by" nature of the products. Frame it as a smart, informed choice for fragrance lovers, honoring beloved scents.
• •Evoke Emotion and Experience: Use rich, sensory language to describe the fragrances and the feeling they evoke, aligning with the passion of a perfume connoisseur.
• •Maintain a French Elegance Cue: Subtly weave in references to French perfumery, quality, and craftsmanship to reinforce the brand's origin and commitment to excellence.

Social Perception

Positive for Value-Seekers, Growing Awareness through Social Media, Considered a "Dupe" House, Appreciation for Transparency

Copy Examples

• •Why should luxury be a secret? Orwells unlocks the world of exquisite fragrances, making the extraordinary accessible. Indulge in the scents you adore, without the extravagant price tag. This isn't just perfume; it's a revolution in your hands.
• •Experience the essence of opulence. Our French-crafted perfumes are inspired by iconic masterpieces, focusing on what truly matters: the captivating aroma within. Dare to desire, dare to wear Orwells.
• •Tired of fragrances that whisper when you want them to roar? Orwells offers highly concentrated perfume extracts that make a statement and last. Unleash your signature scent and leave an unforgettable impression.
• •The art of fine perfumery, reimagined. We believe in exceptional quality and honest prices. Discover a world where iconic inspirations meet modern accessibility. Your journey into olfactory bliss starts here.
• •Don't just follow trends, define your essence. Orwells brings you the soul of niche perfumery, crafted in France, without the elite-only price. It’s your story, your scent, your terms.