A woman sitting on a beige sofa with a small brown and white dog lying on the sofa beside her in a well-lit living room with plants and decorative items.

Scent Over Efficacy: Making Sensory Connections to Drive Revenue

Homecourt

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The Results

+134%

Increase in Purchases

36%

Lower CPA

+68%

Higher Engagement Rate

A person holding a tablet with a colorful pie chart on the screen.

Services

Paid Media Marketing
➜ Media Buying
➜ Performance Marketing
➜ Growth Strategy
➜ Creative Strategy

Challenges

When celebrity-owned luxury homeware brand Homecourt came to Fluency Firm, they were struggling to win new customers with efficacy-based messaging. Despite strong products, CAC was rising and ROAS was slipping. The brand’s fragrance-first, beauty-inspired positioning wasn’t coming through in acquisition campaigns.

Three black bottles of Homecourt Mandarin Basil personal care products, including dish soap, hand wash, and hand cream, arranged on a black tray with green leaves and small oranges around them, against a neutral background.
Three black bottles with white labels reading 'Homecourt,' surrounded by dried flowers, spherical stones, and a beige background.
Black skincare products labeled 'HOMECOURT' for body butter, body wash, and body mist, placed on a reflective surface with dried hydrangea flowers around them.

SOLUTIONS

We repositioned creative and messaging to focus on sensory storytelling. Instead of highlighting product efficacy, ads leaned into descriptive scent language, elevated visuals, and the brand’s true differentiators—fine fragrances, clean formulations, and elegant packaging.

IMPACT

The shift to sensory-first storytelling scaled new customer acquisition by 86% quarter-over-quarter, drove a 134% increase in purchases, and lowered CPA by 36%—all while maintaining strong ROAS. By aligning acquisition strategy with what truly sets the brand apart, scent-focused storytelling outperformed efficacy claims and unlocked sustainable growth.

A black bottle of Homecourt mandarin basil hand wash with a pump dispenser on a dark surface, with a blurred kitchen background. Text overlay includes five-star rating and a customer review.
A lit candle in a white ceramic holder, surrounded by green leaves and orange citrus fruits, with a quote about good smells.
A black reed diffuser with long reed sticks inside a black vase on a round table

Credit: Homecourt