In the recent M&A boom in the beauty industry, two acquisitions have attracted attention - Procter & Gamble's acquisition of Ouai and L'Occitane's acquisition of Sol de Janeiro, Ouai's main product is hair care products, Sol de Janeiro is a body care brand, their common denominator is not only high-end positioning, carefully blended aroma is also an important trait that makes consumers pay.
January Sun
Fragrances have gained momentum in the last two years, with consumers fascinated by pleasant or relaxing aromas, allowing consumers to experience this beauty in different scenarios – whether in skin care, bathing or washing clothes – as a new point of opportunity for the brand.
In addition, skin care benefits have begun to appear in more other categories, skin care cosmetics and scalp care shampoos are not uncommon, and hand disinfection brand Touchland even launched an anti-aging disinfectant spray at the end of last year.
Touchland Anti-Aging Hand Disinfection Spray
The latest entrepreneur to enter these potential tracks is Courteney Cox, an actress best known for playing Monica Geller in the hit sitcom Friends, who launched her home care brand Homecourt on Wednesday to begin her first entrepreneurial adventure.
The brand applies the beauty industry's thinking to products that have traditionally belonged to the home cleansing category, adding skin care ingredients and high-end fragrances. Courteney originally planned to create a candle brand, but then she found this blank space in the home care category.
"We decided to create a 'beauty' collection for families," Courteney explains, "I'm fascinated by design and home, and I want my home to smell like something I want to wear." We've gotten used to the smell of Clorox cleaner during the pandemic, and given that we're still staying home for a long time, I don't want my house to be filled with that smell anymore. ”
Courteney Cox
Courteney co-founded Homecourt with Nécessaire co-founder Nick Axelrod-Welk and Former Marketing Director at Viktor & Rolf, Sarah Jahnke. Axelrod-Welk is also head of creative and product development, with Jahnke as CEO.
Homecourt's first line includes three products: hand sanitizer, dish soap and decontamination spray, with a hand cream coming this month, and candles and room deodorant coming in March.
Homecourt product range
The focus of creating these products is mainly on creating chic aromas, created by the perfumers of Givaudan and Robert, guaranteeing the high-end quality of the fragrances, including four notes of "Steeped Rose", "Neroli Leaf", "Cipres Mint" and "Cece", of which Courtene's signature "Cece" blends Guatemalan cardamom, dried Paraguayan holly leaves, Sri Lankan cinnamon, Indonesian patchouli oil and many others.
Speaking about her signature incense, Courteney said: "I mixed this fragrance with two perfumes and one perfume, and we have very good perfume manufacturers, Givaudan and Robert, who have made products that fit the sample perfectly, and it's really great to be able to do that because there are so many other ingredients mixed in these three different perfumes and oils." They reproduce my private scent very well . ”
Courteney Cox's signature incense "Cece"
Homecourt's three founders then decided to add three more notes to appeal to a larger consumer base.
"The main product form of indoor fragrance at the moment is candles or diffusers," Jahnke said of the brand's focus on high-end perfumes, "we're expanding our interior fragrance into new forms, and now you can have the same experience in addition to lighting candles and spraying fragrance spray on cabinets." ”
For products like dish soap and hand sanitizer, Homecourt's goal is to create skincare-focused formulations that make the dishwashing or cleaning experience more enjoyable and beneficial to the skin. The brand's dish soap formula is formulated with glycerin to moisturize the skin, while the hand sanitizer contains argan oil and Australian hibiscus flower extract to hydrate hands. It is worth mentioning that the entire Homecourt series has been dermatologist-tested.
Homecourt dish soap
Axelrod-Welk said: "I wouldn't say that Homecourt has turned housework into a ritual because no one likes cleaning, and if we say it makes cleaning enjoyable, we're talking nonsense." But overall, the brand's goal is to make those moments better and make tending to the living space a better experience. ”
Homecourt is also committed to creating "pure" products that are sustainably sourced and packaged. While the brand Homecourt.co marketed in a D to C model through its official website, Homecourt also meets Sephora's "pure" standards, with the packaging of the products all made from 100% recycled materials after consumption, and many of the ingredients are sustainably sourced. These products are priced from $20 to $50.
Going forward, the brand is looking to expand into new categories (Courteney says she hopes to launch laundry products) and is also considering expanding its distribution channels. But Homecourt's overall goal is to redefine the home care category and integrate products from those categories under one brand.
"We're redefining this space and this category," Axelrod-Welk says, "and all of these products should be sold under the same brand because you'll want to smell as good as niche scented candles, dish soap and decontamination sprays." ”BINC
Written by: Layla Ilchi
Edit: Lee
Image source: brand, network