{"id":2697,"date":"2019-05-31T17:25:14","date_gmt":"2019-05-31T21:25:14","guid":{"rendered":"http:\/\/sarahban.com\/?p=2697"},"modified":"2019-05-31T17:25:14","modified_gmt":"2019-05-31T21:25:14","slug":"beauty-copywriting-goldmine-top-criteria-beauty-customers-look-cosmetic-products","status":"publish","type":"post","link":"http:\/\/sarahban.com\/index.php\/2019\/05\/beauty-copywriting-goldmine-top-criteria-beauty-customers-look-cosmetic-products\/","title":{"rendered":"A Beauty Copywriting Goldmine: The Top Criteria Beauty Customers Look for in Cosmetic Products"},"content":{"rendered":"

To\u00a0convince\u00a0your potential customers\u00a0to give your beauty product a shot in your copywriting,\u00a0you need to communicate what’s most important to them. And thanks to the latest\u00a0Wheesearch State of Beauty Report<\/a>,\u00a0you have access to just that: a goldmine of information\u00a0straight out of\u00a0the brains of beauty\u00a0lovers. In their latest report, Wheesearch has categorized the top criteria from beauty fans for each\u00a0cosmetic category.<\/p>\n

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):<\/p>\n

 <\/p>\n

\"beauty<\/p>\n

 <\/p>\n

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).<\/p>\n

Don’t shoehorn these\u00a0descriptors into your copywriting if they aren’t true, but dedicate more\u00a0real estate to those terms that do apply to your product.\u00a0Most product descriptions will mention these characteristics passively, but because they are so important during a customers’ decision-making process,\u00a0offer as much detail as possible and\u00a0provide more color than your competition. Here are my recommendations:<\/p>\n

Coverage<\/strong><\/em>:\u00a0Instead of\u00a0simply mentioning “medium to high coverage,” dig into\u00a0what that looks like. This is a subjective term. Does medium to your brand mean, say, freckles will lighten but show through? Does high\u00a0coverage mean you won’t see any skin?<\/p>\n

Long-Lasting:\u00a0<\/strong><\/em>Many brands will purport their long-lasting foundation can last up to an X amount of hours, but under what conditions was\u00a0the 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.<\/p>\n

Easy To Apply:\u00a0<\/strong><\/em>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?<\/p>\n

Price<\/strong><\/h3>\n

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?<\/p>\n

With a luxury\u00a0price<\/strong>, you better bet your customers are expecting luxury ingredients, color payoff and\u00a0quality. 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\u00a0price tag.<\/p>\n

If your product is priced at\u00a0bargain or average levels<\/strong>, you can still\u00a0address 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

To\u00a0convince\u00a0your potential customers\u00a0to give your beauty product a shot in your copywriting,\u00a0you need to communicate what’s most important to them. And thanks to the latest\u00a0Wheesearch State of Beauty Report,\u00a0you have access to just that: a goldmine of information\u00a0straight out of\u00a0the brains of beauty\u00a0lovers. In their latest report, Wheesearch has categorized the top criteria from beauty … [Read more…]<\/a><\/span><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[69,35,63],"class_list":["entry","post","publish","author-sarah","post-2697","format-standard","category-copywriting-tips","post_tag-freelance-beauty-copywriter","post_tag-marketing","post_tag-product-descriptions"],"yoast_head":"\nA Beauty Copywriting Goldmine: The Top Criteria Beauty Customers Look for in Cosmetic Products - Sarah Ban<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/sarahban.com\/index.php\/2019\/05\/beauty-copywriting-goldmine-top-criteria-beauty-customers-look-cosmetic-products\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Beauty Copywriting Goldmine: The Top Criteria Beauty Customers Look for in Cosmetic Products - Sarah Ban\" \/>\n<meta property=\"og:description\" content=\"To\u00a0convince\u00a0your potential customers\u00a0to give your beauty product a shot in your copywriting,\u00a0you need to communicate what’s most important to them. And thanks to the latest\u00a0Wheesearch State of Beauty Report,\u00a0you have access to just that: a goldmine of information\u00a0straight out of\u00a0the brains of beauty\u00a0lovers. In their latest report, Wheesearch has categorized the top criteria from beauty ... 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