Brand Tone

aspirational yet approachable, balancing "luxe with character" with a direct, community-focused voice; confident and passionate, speaking the language of car enthusiasts, premium and authentic.

Brand Values

• •Quality and Premium Experience
• •Customer-Centricity
• •Accessible Luxury
• •Passion for Automotive Culture
• •Character and Authenticity

Best Practices

• •Speak the Enthusiast's Language: Use terms and address pain points that resonate with car lovers (e.g., "showroom shine," "deep gloss," "transform your drive").
• •Balance "Premium" with "Accessible": Always pair luxury-oriented words ("exclusive," "premium," "inspired by") with tangible benefits and accessible pricing to reinforce the core value proposition.
• •Foster Community in Your Copy: Ask questions, invite feedback, and use inclusive language ("we," "our community") to make customers feel like part of the brand's journey, reinforcing the "grow with the customer" value.
• •Lead with the Vibe, Follow with the Facts: Start with an evocative, passion-driven statement, then back it up with the practical benefits (e.g., "Lasts up to 6 weeks," "Next-day delivery").
• •Maintain the "Character" Tone: Avoid overly technical jargon or a sterile, corporate voice. Keep the copy confident and clean, but with a touch of personality and passion that reflects being "not too neat, not too raw."

Social Perception

a successful, fast-growing young brand that genuinely caters to car enthusiasts; viewed as a reliable provider of high-quality products that add a touch of luxury and personalization to a car owner's experience; trustworthy and offering quality service, involved with the car enthusiast.

Copy Examples

• •Your car is more than just a ride. It's a statement. Give it the final touch it deserves. Our new Ceramic Coating Spray delivers a shine that’s as deep as your passion. #Parluxe #CarCare
• •Inspired by Luxury, Designed for Drivers. Discover car perfumes that transform your daily drive into an experience. Long-lasting, premium, and starting from just €4.95.
• •Erase the drive, keep the memories. Our Interior Cleaner Pro cuts through grime and restores that fresh-from-the-showroom feel. Because the inside counts just as much.
• •We listened. Your new favorite scent is here.
• •That weekend feeling. Sun's out, car's clean, and the scent is on point. What’s your go-to PARLUXE fragrance for a Sunday drive?