Let me ask you a strange question: Would a writer prefer being stranded inside a large cage with a domesticated, toothless lion or would she rather be inside your office? You guessed it, she’d much prefer the lion. Because the lion can inspire her. Scare her. Get her adrenalin pumping. Challenge her imagination. Make her feel … [Read more…]
Sometimes, product descriptions are the last chance you have to convince customers to click “Buy.” You have your checklist: Make the product descriptions easy to read, including some nice bullet points and a large-enough font. Emphasize the benefits over features. List all the ingredients and Directions For Use. Maybe slap on a customer testimonial. As … [Read more…]
Visit any one of your favorite blogs or e-magazines and you’ll see a list of other sites they recommend. (This feature is typically referred to as the blogroll, but the creative minds of the Internets have now branched out to other endearing terms, such as Link Love or Best Buddies). Your company needs to … [Read more…]
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…]