Brand Tone

Luxurious & Aspirational, Sophisticated & Elegant, Comfort-focused & Indulgent, Expert & Quality-Conscious, Service-Oriented

Brand Values

• •Superior Quality
• •Ultimate Comfort
• •Exclusivity & Luxury
• •Customer Satisfaction & Service
• •Craftsmanship & Customization
• •Sustainability
• •Experience

Best Practices

• •Develop a Brand Voice Guide: Create a comprehensive document detailing the brand's tone (luxurious, sophisticated, comfort-focused), core values, approved terminology (e.g., "signature sleep experience," "European craftsmanship"), and phrases to avoid. This ensures everyone writing for the brand is aligned.
• •Focus on Sensory Language: Use evocative words that appeal to the senses, particularly touch and sight, to describe the luxurious feel and appearance of the products (e.g., "silken," "plush," "cloud-like," "crisp," "radiant").
• •Emphasize Benefits over Features (while still highlighting quality): While mentioning thread counts and materials is important, translate these into the *experience* they provide – "unparalleled softness," "restorative sleep," "lasting comfort," "effortless elegance."
• •Maintain an Elegant and Sophisticated Lexicon: Avoid overly casual slang or colloquialisms. Opt for a slightly more formal yet warm and inviting vocabulary. Ensure grammar and spelling are impeccable, reflecting the brand's attention to detail.
• •Tell a Story of Transformation: Frame the copy around how Douxe products transform a regular home into a luxury retreat or how they elevate a hotel's guest experience. Focus on the aspiration of achieving ultimate comfort and indulgence.

Social Perception

High-End & Premium, Authentic Hotel Experience, Trusted & Reliable, Indulgent Treat, Knowledgeable

Copy Examples

• •Headline (Website/Social Media): "Unlock the Secret of Five-Star Slumber. Experience Douxe."
• •Product Description Snippet (Egyptian Cotton Sheets): "Woven from the finest long-staple Egyptian cotton, our 400TC sateen sheets offer a sublime caress against your skin. Drift into nightly opulence and awaken rejuvenated, as if in your favourite boutique hotel."
• •Instagram Caption: "Craft your personal sanctuary. Our European-milled bath linens transform your bathroom into a haven of spa-like indulgence. Pure bliss, exquisitely made. #DouxeLuxury #HotelComfortAtHome #BathroomGoals"
• •B2B Email Subject Line (to a Hotelier): "Elevate Your Guest Experience with Douxe Bespoke Bedding Collections."
• •Website Banner (Douxestore.nl): "Bring the World's Finest Hotel Experience Home. Shop the Douxe Collection."