Brand Tone

Aspirational yet Accessible, Confident & Passionate, Customer-centric & Trustworthy, Informative & Direct

Brand Values

• •Accessibility of Luxury
• •Quality
• •Customer Satisfaction
• •Transparency
• •Ethical Sourcing
• •Passion for Perfumery

Best Practices

• •Develop a Brand Voice Guide: Document the brand's tone (aspirational yet accessible, confident, passionate), key messaging points (luxury, affordability, quality), and "do's and don'ts" for language. Share this with anyone creating content.
• •Focus on "Accessible Luxury": Consistently balance aspirational language (e.g., "indulge," "allure," "exquisite," "signature scent") with a grounding message of smart value and attainability (e.g., "without the premium price," "affordably," "experience the quality").
• •Be Confident, Not Arrogant: Showcase belief in the product's quality and similarity to the inspiration, but avoid making unsubstantiated or overly comparative claims that could mislead. Transparency about being "inspired by" is key.
• •Use Sensory and Evocative Language: Since fragrance is an olfactory experience, use descriptive words that appeal to the senses and evoke the feeling or mood of the scent, aligning with the luxurious experience they aim to provide.
• •Maintain Consistency Across All Touchpoints: Ensure the tone is the same on the website, in email marketing, product descriptions, and any (future) social media. Audit content regularly to check for consistency. Address and update any outdated or off-brand content (like the Halloween mask TikTok) to avoid customer confusion.

Social Perception

Customers visiting the site are likely looking for affordable alternatives to popular, expensive perfumes. Their perception will be shaped by how well the website conveys quality and trustworthiness, and ultimately by the product experience itself.

Copy Examples

• •Headline for a social media ad: "Indulge Your Senses. Discover [Inspired Fragrance Name], our tribute to the iconic [Original Fragrance Name]. Luxury, redefined for you."
• •Product Description Snippet: "Why just admire iconic scents from afar? At Surely, we meticulously craft fragrances inspired by the world's most beloved perfumes, like our version of [Original Fragrance Name]. Experience the allure, embrace the quality, love the price."
• •Email Subject Line: "Your Signature Scent Awaits (Without the Designer Price Tag 😉)"
• •About Us Blurb (short version for social media): "Surely believes exquisite fragrance shouldn't break the bank. We're passionate artisans, creating high-quality perfumes inspired by your favorite luxury scents, making the extraordinary accessible. What will be your Surely signature?"
• •Website Banner Text: "Experience the essence of luxury. Explore our collection of inspired fragrances and find a scent that’s unmistakably you, affordably."