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You’ve developed a skincare product. You’ve spent months (maybe years) perfecting the product, and you’ve poured your own money into manufacturing it. You know it’s a quality product, superior to most on the market. You didn’t skimp on the ingredients. And your friends who’ve tried it absolutely love it. But now you’ve come up against one of your biggest challenges yet – how to sell your skincare product.
Your product won’t do anyone any good if it sits in boxes in your garage. You’ve been so focused on getting everything done up until this point that you didn’t even consider how you’d get your skincare brand in front of potential customers.
No worries. This challenge is simply one more hurdle you have to clear in order to see sales. A skincare copywriter can help you market your product by handling any of the tasks below:
You can’t launch a business without a website. And there’s no good reason to not have one. A website is your primary marketing tool, able to get you in front of prospective customers and build trust with them so they buy your beauty products. It’s also the hub of your marketing, the place that all other assets drive traffic to. Your brochure, ads and social media posts should all include your website URL.
You’ll need to decide whether your website will be an e-commerce site where customers are able to order your product. It’s also possible to have your website be strictly promotional, touting the benefits of your product and priming customers to make a purchase through another outlet, such as a retail store, home-based sales (think Tupperware or Mary Kay), or through distributors.
What type of site you choose will affect how the web copy is written, so it’s a decision you’ll need to make early on.
Once you’ve outlined your website, be sure the content you create is optimized for the search engines. Every page on your site should aim to rank well on Google. That’s the very best free advertising you can get!
Because you’re not selling in person, your written product description, whether online or in a printed catalog, must do the selling for you. To be effective, it must explain what problem your skincare product solves.
Will your beauty product make the people who use it prettier, thinner, or younger? Tell prospective customers how this soap, lotion or moisturizer will make their skin look and feel beautiful.
A beauty-product description copywriter can help if you find you’re struggling with the verbiage.
Do you have valuable skincare tips to share? Are you aware of the latest skincare research? Those are the kinds of questions that can be written into blog posts.
A skincare copywriter can get the basic facts from you, plus do her own research, and then write posts that reflect your views. Each post is an opportunity to mention your brand and direct prospects to purchase your product.
Branding your product is critical. Creative packaging can go a long way in building that brand. That’s why you spent so much time coming up with the perfect name and paid good money to have a custom logo designed, right?
Make sure to optimize the copy on your product label and packaging for sales. It should mention the unique features of your product and the benefits your customer can expect to see from using your product. Use phrases that will connect with your customer. Differentiate your product from other skincare products. What makes it unique and better?
Finally, make sure your label and packaging copy meets federal requirements. “The Fair Packaging and Labeling Act (FPLA or Act), enacted in 1967, directs the Federal Trade Commission and the Food and Drug Administration to issue regulations requiring that all consumer commodities be labeled to disclose net contents, identity of commodity, and name and place of business of the product’s manufacturer, packer, or distributor,” according to the Federal Trade Commission.
“A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details; for example, lead magnets can be trial subscriptions, samples, white papers, e-newsletters, and free consultations. Marketers use lead magnets to create sales leads,” according to Investopedia.
The most common type of lead magnet is the report/guide/tip sheet where the prospect provides personal information for informative content that is not otherwise available.
For your skincare company, you can create a report such as “10 Tips for Beautiful Skin” or “How to Help Your Skin Age Gracefully.” You offer the report in exchange for the visitor’s email address. Once you have their address, they’re a good prospect for your product, so send them your promotions, blog posts and announcements.
Social media, like Facebook, YouTube and Instagram, gives you an opportunity to take your product direct to the people, even if you have no retail outlets or website. Write social media posts about skincare. Share your story, challenges, goals for your business and dreams. Use photos whenever possible. Respond and interact with your followers. Start discussions. Announce product breakthroughs.
The beauty of social media is that you can get great visibility without paying for ads. Social media can help your new skincare product gain traction. Once you build a loyal following, you’ll watch the sales roll in.
Would you like to get your skincare line into stores? Perhaps you’d like spas, hotels or salons to purchase your products. Or maybe you’re hoping distributors can grow your sales. You just need to make them aware of your products.
A well-written sales letter (sent via email or regular mail) introducing yourself and your products is a great starting point to kick off a mutually beneficial relationship. After you send the letter, foll0w up with a call, and if the client seems interested, perhaps offer to send some samples.
Beauty, skincare and cosmetic business events take place regularly around the country. Such trade shows provide an immense opportunity for promoting your small company amid prospective consumers such as wholesalers, retailers, and people. But it’s not enough for you to be there.
You also need promotional materials that you can hand out to any attendees who show an interest in your skincare product. Whether it’s a brochure, flyer, coupon, product sample, or article about your product, it should include your logo, best-selling points and contact information so the customer can get in touch with you later. Also, ideally, you should request their business card so you can follow up with them later.
These days almost everyone shops on Amazon. If your product isn’t there, you’re missing out on sales. Work with an e-commerce copywriter who understands Amazon’s strict guidelines to create ads that are compliant and deliver buyers to you. The same applies to other eCommerce platforms like Shopify, Rakuten, eBay and Alibaba.
Breaking into the beauty and cosmetics industry is not easy. Bringing a new cosmetic item to market requires not just developing and manufacturing a great product but also marketing the product. A beauty copywriter who can confidently write about skincare products can help you accelerate your success.