Brand Tone

Elegant & Sophisticated, Aspirational & Luxurious, Sensorial & Evocative, Trustworthy & High-Quality, Mindful & Intentional, Approachable (due to founder)

Brand Values

• •Beauty & Aesthetics: Creating products that are effective and beautiful enough to be displayed.
• •Quality & Efficacy: Using high-performing, non-toxic, skincare-grade ingredients.
• •Sensory Experience: Prioritizing fine, unique fragrances to transform mundane tasks into pleasurable rituals.
• •Well-being & Self-Care: Positioning home care as an act of self-love and creating a serene environment.
• •Sustainability & Responsibility: Using 100% post-consumer recycled materials for packaging and offering refills. Being vegan and cruelty-free.

Best Practices

• •Emphasize the Sensory: Always lead with or strongly feature the unique fragrance profiles. Use evocative, descriptive language to help the audience almost smell the scents through the words (e.g., "uplifting character of its namesake bloom," "fresh but very sophisticated").
• •Maintain Elegance and Sophistication: Use refined vocabulary and a calm, assured cadence. Avoid overly casual slang or overly aggressive sales language. The visual presentation (font, spacing) should also reflect this.
• •Highlight Premium Quality & Safety: Consistently mention "skincare-grade ingredients," "non-toxic formulas," "plant-derived," and "fine fragrances" to reinforce the product's superior nature and safety.
• •Weave in the "Ritual" and "Sanctuary" Concepts: Frame product use not just as a chore, but as an intentional act of self-care or a way to enhance one's personal environment and well-being.
• •Show, Don't Just Tell, the Aesthetic Value: Remind the audience that these are "beauty products for the home," designed to be left out and admired, complementing their personal style. Use phrases like "chic packaging" or "beautiful bottles."

Social Perception

Premium and Desirable, Effective & Beautifully Scented, Aspirational but Attainable Treat, Founder-Driven Appeal, Aesthetically Pleasing, Innovative

Copy Examples

• •Headline: Elevate Your Everyday. Experience Homecourt. Body: Discover the ritual of beautiful living. Our fine fragrance home and body care, crafted with skincare-grade ingredients, transforms routine moments into acts of self-care. Because your sanctuary deserves the best.
• •Headline: More Than Clean. It's an Aura. Body: Introducing Cece, our signature scent. A captivating blend of cardamom, smoked cedarwood, and white leather. Not just for your home, but for your soul. Indulge in the Homecourt collection.
• •Headline: Beauty That Belongs. Body: Thoughtfully designed, sustainably packaged. Homecourt products are made to be seen, to enhance your space, and to bring a touch of luxury to every corner. Non-toxic formulas, unforgettable fragrances.
• •Headline: The Art of Homekeeping, Reimagined. Body: Courteney Cox invites you to experience home care as an investment in yourself. With potent, plant-derived ingredients and exquisite scents, discover how beautiful your daily rituals can be.
• •Headline: From Our Home to Yours: A New Standard in Clean. Body: Why shouldn't your home care be as considered as your skincare? Homecourt delivers powerful, non-toxic solutions in fragrances that delight the senses. This is the beauty of homecare.