Brand Tone

Professional, Expert, Sophisticated, Premium, Innovative. Secondary Tones: Caring (for garments and well-being), Elegant, Modern (especially on TikTok), Reassuring (regarding quality and durability).

Brand Values

• •Excellence & Quality
• •Innovation
• •Care
• •Hygiene & Well-being
• •Durability & Sustainability
• •Design & Ergonomics
• •Customer Trust

Best Practices

• •Emphasize Swiss Heritage and Engineering: Consistently reference Swiss technology, Swiss engineering, or Swiss precision to reinforce quality and expertise.
• •Highlight the DMS Technology: Always explain the unique benefits of Dry Microfine Steam (DMS) – performance, fabric care, and hygiene – using clear, confident language.
• •Focus on Benefits, Not Just Features: Translate technical features into tangible benefits for the customer: time-saving, garment longevity, professional results at home, healthier living.
• •Maintain a Sophisticated and Elegant Vocabulary: Use language that reflects the premium nature of the products. Words like excellence, perfection, unrivaled, beautify, purify, elegance, and innovation align well.
• •Adapt to the Platform, but Keep Core Values Consistent: While the tone on TikTok might be more playful than on the official website, the underlying messages of quality, care, and innovation should remain evident. Ensure that even in more casual communications, the brand’s commitment to excellence is not diluted.

Social Perception

Laurastar is generally perceived as a high-end, premium brand offering superior ironing and steaming solutions. Customers often associate it with Swiss quality, efficiency, and excellent results, making garment care easier and more effective. The hygienic benefits of the DMS steam are highly valued. The brand's commitment to durability is also a positive factor for many. Collaborations with brands like BOSS further enhance its premium image.

Copy Examples

• •Laurastar: Swiss Perfection. Unparalleled Care for Your Wardrobe. Experience the art of ironing, redefined. Our exclusive Dry Microfine Steam (DMS) technology not only erases every wrinkle with professional ease but also purifies and protects your most cherished garments. Invest in longevity, elegance, and a healthier home with Laurastar.
• •More Than an Iron. It's a Laurastar. Discover the transformative power of Laurastar. Engineered in Switzerland for ultimate performance and garment respect, our systems save you time while ensuring your clothes look impeccable and feel revitalized. Elevate your daily routine with innovation that cares.
• •The Secret to Lasting Style? Laurastar's Gentle Power. Preserve the beauty and integrity of every fabric. Laurastar’s DMS steam penetrates gently yet effectively, smoothing creases and sanitizing deep within the fibers – all without harsh chemicals. Because your clothes deserve the best, and so does your peace of mind.
• •Effortless Elegance. Hygienically Clean. That’s the Laurastar Promise. From delicate silks to everyday cottons, achieve flawless results and a new standard of hygiene. Laurastar’s award-winning design and advanced steam technology make ironing less of a chore and more of a pleasure. Beautify your life, naturally.
• •Invest in Swiss Excellence. Choose Laurastar for a Decade of Care. Laurastar systems are built to last, reflecting our commitment to sustainability and quality. With our Dry Microfine Steam, you're not just ironing; you're preserving, purifying, and perfecting. Join the Laurastar family and experience the difference.