To convince your potential customers to give your beauty product a shot in your copywriting, you need to communicate what’s most important to them. And thanks to the latest Wheesearch State of Beauty Report, you have access to just that: a goldmine of information straight out of the brains of beauty lovers. In their latest report, Wheesearch has categorized the top criteria from beauty fans for each cosmetic category.
If you sell any of these products, make it a point to get as in-depth as possible for each of these criteria in your product descriptions (and/or via video):
For example, if you’re selling a foundation, underscore and incorporate the key terms: “coverage,” “long-lasting,” “smooth finish” and “easy to apply” (I’ll get into “price” a little later).
Don’t shoehorn these descriptors into your copywriting if they aren’t true, but dedicate more real estate to those terms that do apply to your product. Most product descriptions will mention these characteristics passively, but because they are so important during a customers’ decision-making process, offer as much detail as possible and provide more color than your competition. Here are my recommendations:
Coverage: Instead of simply mentioning “medium to high coverage,” dig into what that looks like. This is a subjective term. Does medium to your brand mean, say, freckles will lighten but show through? Does high coverage mean you won’t see any skin?
Long-Lasting: Many brands will purport their long-lasting foundation can last up to an X amount of hours, but under what conditions was the product tested in? What skin type was used to test the foundation? This is a golden yet often missed opportunity to tell a story about your product’s quality while offering a massive dose of transparency.
Easy To Apply: This is another term that seems objective, but isn’t. Does this mean your foundation can be evenly applied with fingers? How much blending is necessary?
You’re probably not shocked price is a consistent factor in a customer’s buying decision. But does your copywriting help justify or explain the cost to your customers?
With a luxury price, you better bet your customers are expecting luxury ingredients, color payoff and quality. Describe how you source your materials or offer a glimpse of how differently you create your product, for example, to help demonstrate the valid reason behind your high price tag.
If your product is priced at bargain or average levels, you can still address the cost so customers don’t assume cheap quality. Make sure your copywriting conveys that your product delivers and that you are offering a lower price for accessibility.