Tono de Marca

promotional, accessible, urgent, direct, and transactional, aligning more with a discount e-commerce platform than a traditional luxury perfumery.

Valores de Marca

• •Value (offering popular perfumes at a significant discount)
• •Convenience (emphasizing fast shipping, secure online payments, and customer service availability)
• •Accessibility (providing access to a wide range of well-known commercial and designer fragrances)

Mejores Prácticas

• •Prioritize a Singular Message: Decide if the core identity is "luxury curator" or "discount retailer." The current mix is confusing. All copy should stem from this single, clear identity.
• •Align Website Content with Ads: The language used in social media ads (urgent, discount-focused) should match the messaging on the website's homepage and product descriptions to create a seamless customer journey.
• •Develop a "Voice" Persona: Create a simple persona for the brand's voice. For example: "The savvy, trend-aware friend who knows where to find the best deals." Every piece of copy, from a tweet to a product description, should sound like it's coming from this persona.
• •Create a Copywriting Guideline Document: A simple document outlining the brand's primary tone words (e.g., "Urgent," "Accessible," "Value-driven"), forbidden words (e.g., "Exclusive," "Artisanal," unless this is the chosen direction), and standard calls-to-action will ensure consistency across all writers and platforms.
• •Address the Authenticity Issue Head-On: The negative perception regarding product authenticity is a major brand issue. The copywriting strategy must include transparent, reassuring, and prominent messaging about sourcing and authenticity on all channels, not just a single webpage, to rebuild trust.

Percepción Social

The social perception is sharply divided: on one side, the brand projects an image of a reliable online retailer for discounted perfumes; on the other, a vocal segment of the online fragrance community views it with suspicion and accuses it of selling fake products, leading to a significant trust deficit.

Ejemplos de Copy

• •(Image: A vibrant photo of Montale's Arabians Tonka) Caption: Don't walk, RUN! 🔥 Arabians Tonka is back in stock and ready to be yours. Get this bestseller with 20% OFF using code SUMMER20 at checkout. Tap the link in bio before it's gone again! #ProfumeriaRivalta #Montale #FragranceLover #PerfumeDeals #Sale
• •(Image: A collage of best-selling Chanel and Guerlain products) Headline: Your Beauty Secret is On Sale! Body: Unlock luxury for less. ✨ Shop iconic fragrances and skincare from Chanel, Guerlain, and more at Profumeria Rivalta. Enjoy fast 24/72 hour shipping and secure payments. What are you waiting for? Button: Shop Now
• •Headline: FLASH SALE! 20% OFF EVERYTHING! Sub-headline: Use Code: SUMMER20. Your favorite scents are waiting. Free shipping on orders over €50! Button: BUY NOW
• •Psst... A Special Offer Just For You! 🤫
• •(A fast-paced video showing someone quickly packing an order with popular perfumes like Creed Aventus and Paco Rabanne Lady Million.) On-screen text: "Packing your orders after you saw our 20% off sale! 😉" Audio: A popular, upbeat trending song. Caption: We love seeing your favorite scents fly off the shelves! #perfumetiktok #fragrance #sale #packingorders #ProfumeriaRivalta