How to Get the Best Skin Possible (According to a Beauty Copywriter and Editor)

Since my job requires me to research skin by poring over medical research, editorial magazines, blogs and every other valid publication available on the interwebs; interviewing cosmetic chemists, brand innovators and owners and celebrity dermatologists and estheticians who are celebrities themselves; and getting pitched by dozens of skincare companies every week, I’ve learned a thing or two … [Read more…]

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Should You Instill Fear — or Hope — in Your Customers?

“The fear of loss is more powerful than the hope for gain.” Widely disseminated among marketers, this quote is adapted from the theory of loss aversion in economics. Essentially, what it means is that people would prefer to take action to avoid loss than to acquire gains. Another way to put it: Losing $20 is more psychologically impactful than winning $20. In … [Read more…]

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