There was once a time when friendly, leaf-themed packaging and a chipper statement about organic ingredients were enough to convince an average consumer that a product was safe for skin and great for the planet. Now, everybody knows not to trust just anybody thanks to the overabundance of greenwashing. Below are the top greenwashing techniques … [Read more…]
You sell a line of genuinely all-natural, organic and cruelty-free products, yet hundreds of customers each year still pass you by because they don’t trust you. Especially amongst juggernaut brands, greenwashing abounds like no other. No longer will shoppers trust a green leaf on packaging or even the words “all natural.” Customers are tired of … [Read more…]
First, we have the big brands that have collectively molded the cosmetics and skincare industry (e.g. Elizabeth Arden, Shiseido, Revlon, L’Oreal, etc.). Then there are huge online marketplaces that are overflowing with homemade brands (e.g. Etsy, Storenvy). And there are thousands of cosmetics and skincare lines in between… some indie, others extremely high-end, others local. … [Read more…]
Every doubted the importance of a well-strategized blog? Here are three very powerful discoveries from HubSpot’s The State of Inbound Marketing 2012 study: 6% of sites that blog once a month have acquired a customer through their blog. 78% of sites that blog once a day have acquired a customer through their blog. How about the … [Read more…]
In the latest issue of GCI, Associate Editor Abby Penning penned a great article titled “Addressing Desires of Target Customers Through Ingredients,” describing how beauty brands should tailor their messages of ingredient benefits based on their target customers’ needs and wants, as well as the context in which the products is being marketed. Below are … [Read more…]
Whether you’re a freelance blogger, brand writer or in-house content producer, one of your major responsibilities (and challenges) is to maintain an exciting, busy editorial calendar. But sometimes, it ain’t that easy. (e.g. If you’re the anchor blogger for a lipstick company, you’ve written so many posts on lipstick that you hate lipstick … [Read more…]
According to a 2011 global study performed by Datamonitor, the following are the top reasons why customers are willing to pay more for a beauty product: It’s backed by scientific claims It’s organic It’s fair trade Sustainable packaging Rare and exotic ingredients Limited-edition packaging The survey had 28,541 respondents and took place in … [Read more…]
We’ve all got one. A New York Times best-selling novel… the one you haven’t quite started yet. The exercise video deemed the modern reincarnation of Jane Fonda’s timeless unitard-clad treasures in VHS form. That photoblog. Side projects usually take the back seat to our day jobs, family obligations, day-to-day chores… But it’s time to take … [Read more…]
Welcome to my newly revamped site? Are you as excited as I am? (Probably not.) Either way, please let me e-introduce myself to you. I write web copy, product descriptions, blog posts, e-newsletters and more for lifestyle brands, particularly beauty, health and wellness companies. Recent clients include DaLish Cosmetics, an eco-beauty line, HairMax, a hair growth … [Read more…]
I spend an inordinate amount of time scouring the web for the best online boutiques and I’m invariably shocked at some of the glaring errors or absence of best practices I see on websites. These days, with a deluge of new online ventures starting up every day, it’s more important than ever to … [Read more…]