Justin Timberlake goes into home decor.

Taking a cue from other celebs who licence their names for everything from fragrances to clothing, Justin Timberlake launched HomeMint, an interactive website that “gives you exclusive access to the style and design expertise” of Mr. Timberlake and renowned interior designer, Estee Stanley.

I won’t lie...  At first glance, it resembles nothing more than an ordinary online home decor shop. But, after studying the site and taking their Home StyleProfile test – which cleverly recommends products, pieces and designs based on your personal style - I actually found myself immersed.

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I think it’s innovative. Do you?