Brand Tone

Professional and Authoritative, Reliable and Trustworthy, Innovative, Quality-Focused, Elegant and Modern

Brand Values

• •Quality and Excellence
• •Innovation
• •Respect
• •Professionalism
• •Italian Heritage ("Made in Italy")
• •Sustainability ("Eco-Friendly")

Best Practices

• •Emphasize "Made in Italy" and Heritage: Consistently weave in the Italian craftsmanship and over 40 years of experience to reinforce quality and trustworthiness.
• •Highlight Professional Endorsement: Use language that resonates with hairstylists (e.g., "salon-grade," "stylist-approved," "professional performance") and leverage testimonials or partnerships.
• •Balance Power with Care: While promoting the power and speed of the dryers, also mention technologies (like Ionic & Ceramic) that ensure hair health, shine, and frizz reduction.
• •Incorporate Eco-Friendly Messaging: Where appropriate, especially for relevant product lines, highlight the commitment to sustainability, recyclable materials, and energy efficiency.
• •Maintain a Tone of Understated Confidence: The quality and performance should speak for themselves. The tone should be assured and expert, but not overly boastful. Focus on tangible benefits and proven reliability.

Social Perception

Highly Regarded by Professionals, Investment-Worthy, Durable and Long-Lasting, Effective, Good Alternative to Other Premium Brands, Associated with Quality and Italian Craftsmanship

Copy Examples

• •Headline: Parlux: The Power of Italian Precision in Your Hands. Body: For over 40 years, Parlux has crafted professional hairdryers engineered for excellence. Experience unparalleled drying speed, lasting durability, and the ergonomic design trusted by stylists worldwide. Elevate your art. Choose Parlux.
• •Headline: Salon Performance. Sustainable Design. That’s Parlux. Body: Discover the hairdryer that works as hard as you do, while respecting our planet. Our Eco-Friendly line delivers the power and reliability Parlux is known for, made with recyclable materials and designed for energy efficiency. Style with conscience.
• •Headline: Feel the Difference. See the Shine. Parlux Alyon®. Body: Lightweight yet incredibly powerful, the Parlux Alyon® with Air Ionizer Tech transforms hair, leaving it healthier, shinier, and frizz-free. Designed for professionals, perfect for you.
• •Headline: Invest in Your Craft. Invest in Parlux. Body: More than just a hairdryer, it’s a partner in your creativity. Built in Italy to withstand the demands of the busiest salons, Parlux delivers consistent power and unwavering reliability, day after day.
• •Headline: Decades of Expertise. Generations of Style. Parlux. Body: From iconic salons to your styling station, Parlux has been the choice for discerning hair professionals for over four decades. Experience the legacy of Italian innovation and enduring quality.