How to write copy for skin care products?

28 replies
I have been running some tests on selling skin care products. And it seems to be a very very difficult niche to target, one that you really need to have learnt mistakes in and finally found that angle in the copy along with social proof. Does anyone have some advice on how to build an offer for a skin care product that converts?

If you want to see the website and products, PM me for a link.

Thanks
#care #copy #products #skin #write
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  • Profile picture of the author AlanCarr
    Well one thing to consider is that this is an extremely old and jaded market. Heck, skin care goes back to the Egyptians!

    Normally a market goes through various stages. In the earliest stage you could just go "Skin care!" and people would come running. In later stages you could differentiate yourself from other skincare providers by making bigger promises, later still by promising new and improved mechanisms or secret ingredients.

    Nobody believes in your rock lotus potions using hydrostatic pumping and Bustawrinke(tm) anymore. So what's left?

    Brand and identity.

    Find a very specific audience and sell it as THE choice of (that audience), because (that audience) is smarter than all those dum fux over there, because reasons.

    Hope that helps, feel free to PM for more.


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  • Flesh is equally allurin' an' mortal in its essential offer.

    So who is lookin' in on the skin ... an' why they wannit?

    Cos she would wish so to discovah secrets gonna offer her beautysteps forward into the

    [Mortality demands no advertisment. It's coming, whether you like it or not. Which means ZERO CHOICE on the ultimate consumable ... but mebbe play on the offers available before you DIE]

    fyooture.

    So .. you offerin' up your product to EXACTLY EVRYWAN cruised easily out on life way back ... but, hey, ain't it a bummer how WRINKLES advertise TIRED & DONE?

    Or you figurin' likely I could get laid easy, but FFS zits.

    Thing is, in alla our imaginble fyootyures, always we wish for a stable platform from which we can rock out into The Beyond.

    bcs what else is there other than slavery or we ain't got nuthin' gowin' on?

    Gotta figure most skincare products pulse eternal on adrenilisation.

    We either bustin' out sweet an' awkward an' YUCK ... or we IYF FFS ovah.

    Anywan elevates the **** outta that intergenerational nightmare hole with srs deliverables, prolly ima word out on the promo.

    YOU SAYING YOU GOT SRS HEART
    ON A SKINCARE PROMO TICKET,

    O PRINCESS ?

    tbh I got zero intrest in flashin' my boobies on Snapchat tvm.

    I would wish always for beautystuffs to

    to

    *sniff*

    blossom from outta truest

    *sniff*

    truest

    *sniff*

    *sob*

    *waaaaaah*

    hey listen srs cmon why dont nowan love me for who i am what is it i dont got about my look

    jus wanna meet up hang out like evrywan else

    fkn ima so ugly help me out

    i bustin' out all over with immodest pus-filled volcanoes ... or I so empty of essential flooids I am an undesirable husk.

    WHATEVAH


    (let us milk this trope togethah, like the teats of sum eternally delivericious cow.)



    Hey hey -- hopefully sumthin' here propulses out positive forya, O OP.

    tbh I'm hangin' out for Scrawny Gal Chic to kick butt on the OTT booty mirage.

    Seen a moose farm in Ontario offerin' prime semen boosts, but I will prolly figure botox on my ass if'n I get desprit

    ...
    ...

    which I am not.

    I jus' wanna say how ima so embarrassed ' bout my complexion rn.

    *dies*

    It's like I wanna say stuff ... but equally I wanna plummet into a pit packin' my own silence.

    How ashamed I am that MY SKIN could matter SO MUCH!

    It's like ima bein' destroyed from within -- only it's kinda STRAIGHT OUT FRONT.

    Like I can do NUTHIN'.

    Gotta figure always gals got time on their hands to kinda make out with the WANNA WANNA.

    An' we srsly dumbed outta the show alla the time bcs skin.

    *not skippin' out here on the GUYS bcs you got extra kinda facials like BEARDS*

    *plus also ... SKIN*

    Thing is, we would wish always to max out on visible exotica, the better to believe we might command yummiest tomorows fulla our (frankly kinda swanky) MWAH FRICKIN' MWAH.


    BREATHER


    Wanna jus' say -- I ain't too sure this commentary rocks out as the consummately cogent poststuffs for which ima regularly decried for bein' a ditzoid harridan ... jus' freewheelin' here cos it is kinda sweeto Thursday ... an' hey, who cares..

    Question is, what I gotta throw on my face makes anywan wanna lick on my ass?
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  • Profile picture of the author Alex Cohen
    Originally Posted by etelligent View Post

    I have been running some tests on selling skin care products. And it seems to be a very very difficult niche to target, one that you really need to have learnt mistakes in and finally found that angle in the copy along with social proof. Does anyone have some advice on how to build an offer for a skin care product that converts?

    If you want to see the website and products, PM me for a link.

    Thanks
    There's always a new angle to be had. Your job is to find it.

    I can't imagine that anyone would actually come to this forum and reveal what's currently working for them in a billion dollar industry.

    Todd Brown wrote an excellent book, "How To Find Your Big Marketing Idea!" I think you'd find it a good read and very helpful.

    Alex
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  • Look at your competitor's copy and read it carefully. Ask your market what ads speak to them when they're shopping for skin care products.
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    • Profile picture of the author perryny
      Originally Posted by John Jonas Phil VA View Post

      Ask your market what ads speak to them when they're shopping for skin care products.
      How do you propose one would go about doing such a thing?
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      • Profile picture of the author Alex Cohen
        Originally Posted by perryny View Post

        How do you propose one would go about doing such a thing?
        The easiest method is to read the testimonials in the successful competition's sales copy. You]ll learn a lot about what problem motivated people to buy and what they were thinking at the time.

        Alex
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  • Profile picture of the author marciayudkin
    There is no "skin care market." People buy skin care products for quite different reasons.

    For example, I have a mild dermatological condition for which I'm often on the lookout for products that are as natural and non-toxic as possible. I want my skin to look normal and feel non-irritated. I'm a very different buyer than another woman my age who wants to look younger and will buy just about anything for that, or another one who finds her makeup (which she won't give up) bothers her skin.

    So, you need to zero in on who your customers are, what their goals and product criteria are.

    No different from any other niche, really.

    Marcia Yudkin
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    • Profile picture of the author Alex Cohen
      Originally Posted by marciayudkin View Post

      There is no "skin care market." People buy skin care products for quite different reasons.

      For example, I have a mild dermatological condition for which I'm often on the lookout for products that are as natural and non-toxic as possible. I want my skin to look normal and feel non-irritated. I'm a very different buyer than another woman my age who wants to look younger and will buy just about anything for that, or another one who finds her makeup (which she won't give up) bothers her skin.
      Sure there is. "Skin care" is a category (AKA vertical or niche). There are sub-categories within it.

      Alex
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  • Profile picture of the author max5ty
    Always thought skin care products was one of the easiest to market.

    You need a cause:

    You're looking old, you've got age spots, you have bags under your eyes, Your husband thinks you look old, you are old...

    You need a story:

    The secret ingredients of this crap were discovered by accident after my grandma died 2 years ago at age 93.

    We all wondered why she looked like she was only 91.

    Wasn't till she died that we found her diary that contained a secret recipe for a specific mixture that all but eliminated wrinkles within 25 years.

    I had no idea she had the secret formula that could transform the wrinkle cream industry.

    I followed the recipe and let 23 of my friends try it.

    I can hardly keep this stuff in stock now.


    You need a Facebook Page...run some ads.

    Start a blog about wrinkles...you can use Medium and start a free blog that gets a lot of looks.

    You need to give away a free report:

    READ THIS TODAY!!!

    Dermatologist Spills The Beans: 7 Ingredients In Your Anti-Wrinkle Cream That Are Killing You.

    A couple bullets:

    The ingredient exposed on page 6 will cause you to throw away your current crap.

    Plus: 3 quick ways to test yourself for CF73, the hidden cancer caused by 3 of these deadly ingredients that is untreatable once it starts.


    Make it sound popular: As seen in LA Times, NY Times, etc. (you can do this real cheap).

    You can then buy some junk on Alibaba for under 3 bucks a bottle...white label it...give away the first bottle once they pay a small shipping fee...then send them another bottle every month and charge them $60.00 monthly.

    https://www.alibaba.com/product-deta...5eb4HosSop&s=p

    Start making more money...start running more ads.

    Ok, the above took me about 5 minutes to put together...all made up off the top of my head, but pretty much explains in a nutshell how most skin care products are being sold.
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    • Profile picture of the author etelligent
      Originally Posted by max5ty View Post

      Always thought skin care products was one of the easiest to market.

      You need a cause:

      You're looking old, you've got age spots, you have bags under your eyes, Your husband thinks you look old, you are old...

      You need a story:

      The secret ingredients of this crap were discovered by accident after my grandma died 2 years ago at age 93.

      We all wondered why she looked like she was only 91.

      Wasn't till she died that we found her diary that contained a secret recipe for a specific mixture that all but eliminated wrinkles within 25 years.

      I had no idea she had the secret formula that could transform the wrinkle cream industry.

      I followed the recipe and let 23 of my friends try it.

      I can hardly keep this stuff in stock now.


      You need a Facebook Page...run some ads.

      Start a blog about wrinkles...you can use Medium and start a free blog that gets a lot of looks.

      You need to give away a free report:

      READ THIS TODAY!!!

      Dermatologist Spills The Beans: 7 Ingredients In Your Anti-Wrinkle Cream That Are Killing You.

      A couple bullets:

      The ingredient exposed on page 6 will cause you to throw away your current crap.

      Plus: 3 quick ways to test yourself for CF73, the hidden cancer caused by 3 of these deadly ingredients that is untreatable once it starts.


      Make it sound popular: As seen in LA Times, NY Times, etc. (you can do this real cheap).

      You can then buy some junk on Alibaba for under 3 bucks a bottle...white label it...give away the first bottle once they pay a small shipping fee...then send them another bottle every month and charge them $60.00 monthly.

      https://www.alibaba.com/product-deta...5eb4HosSop&s=p

      Start making more money...start running more ads.

      Ok, the above took me about 5 minutes to put together...all made up off the top of my head, but pretty much explains in a nutshell how most skin care products are being sold.
      Really appreciate your post! Thank you
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    • Profile picture of the author Johnny12345
      Originally Posted by max5ty View Post

      READ THIS TODAY!!!

      Dermatologist Spills The Beans: 7 Ingredients In Your Anti-Wrinkle Cream That Are Killing You.

      A couple bullets:

      The ingredient exposed on page 6 will cause you to throw away your current crap.

      Plus: 3 quick ways to test yourself for CF73, the hidden cancer caused by 3 of these deadly ingredients that is untreatable once it starts.

      <snip>

      Ok, the above took me about 5 minutes to put together...all made up off the top of my head...

      Then someone (perhaps a competitor) complains about your magic potion and the FDA shows up at your door with guns drawn... and the FTC is right behind them with a lawsuit summons.

      And, all of a sudden, you're thinking, "Maybe making this up 'off the top of my head' wasn't such a good idea..."

      John
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      • Profile picture of the author Mark Pescetti
        Originally Posted by Johnny12345 View Post

        Then someone (perhaps a competitor) complains about your magic potion and the FDA shows up at your door with guns drawn... and the FTC is right behind them with a lawsuit summons.

        And, all of a sudden, you're thinking, "Maybe making this up 'off the top of my head' wasn't such a good idea..."

        John
        Boom. Thank you for speaking this Johnny.

        When I got into skincare, I tried to treat it like supplement copy. Big mistake.

        Firstly, check this out:

        https://pdfs.semanticscholar.org/f0b...4cb7269074.pdf

        It's important to understand how the FTC talks about the skincare marketplace. You have to intimately know how deep into the you can go, and stay away from anything even remotely resembling a structure-function claim.

        I could say a ton more. I've spent a lot of time in this market, and had a few of the hottest campaigns out there. But aide from science and compliance, the right mechanism and hook are beyond crucial. You really gotta come into this market with strong positioning, or you're essentially DOA.

        Mark
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  • Profile picture of the author marciayudkin
    Always thought skin care products was one of the easiest to market.
    You are assuming that skin care comes down to wanting to look younger. That is not true at all, as I explained in my earlier post.

    That is one subset of skin care.

    But there are hundreds of thousands, perhaps millions, of buyers who have other very distinct reasons for wanting to take care of their skin.

    Marcia Yudkin
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    • Profile picture of the author max5ty
      Originally Posted by marciayudkin View Post

      You are assuming that skin care comes down to wanting to look younger. That is not true at all, as I explained in my earlier post.

      That is one subset of skin care.

      But there are hundreds of thousands, perhaps millions, of buyers who have other very distinct reasons for wanting to take care of their skin.

      Marcia Yudkin
      No I'm not assuming that. I used that as a quick example to show how most of the big campaigns for new products are being ran.

      I'm assuming we all know the big brands that are established aren't asking how to get market share.

      The reason I used that example is because I know the couple behind a very successful campaign right now for a skin care product.

      The question was originally how successful campaigns are being ran.

      What I didn't add was the infomercial aspect.

      Yes there are lots of skin care products.
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  • Profile picture of the author KetoMiles
    You could benefit from others in your niche who have blogs with high traffic ,try to model their copy and you're set
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  • So we got skin diversity needs!

    Kinda who frickin' knew?


    For Moi, gotta figure Maxtypops yanks supersweeto on a whole buncha sugar rush propulsin' the f*ck outta skincare promo. Cool synop.



    As a Rat Tail Hairdo gal, natchrlly ima wantin' similarly charismatic smarts to effuse from ouyta my ass bcs sumone fixed my frickin' shampoo.


    *They ain't dowin' it yet, the cunnyschwanglers*


    Thing is, applicatorial miracles rock the house, always, I guess.
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  • Profile picture of the author marciayudkin
    So we got skin diversity needs!

    Kinda who frickin' knew?
    You'd better believe it!

    A few months ago, I was wandering around a Walmart trying to find a certain brand of Aloe Vera for my husband, and lo and behold, it is so popular with shoplifters that it was being kept behind the prescription counter. You had to ask for it.

    This is a product most people use to soothe irritated, dry or sunburnt skin. It's skin care, and it has nothing to do with looking younger.

    Some people buy it because it's (mostly) natural and others buy it simply because it works.

    Marcia Yudkin
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  • Profile picture of the author Jamel Hassell
    First of all do you have content that your visitors can read while browsing your site ?
    Maybe you are targeting a niche with a broad audience where competition is high .
    So you might want to reasses who your targeting and why. You can also narrow down your niche. Another thing you can do tweak your funnel , tweak your copy , and your offer. Lastly how are you offering a unique benefit to your prospects ?
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  • Profile picture of the author max5ty
    In a study conducted, the number two reason skin products are purchased is to fight the signs of aging.

    Number one is to look and feel sexy... which thank goodness for me is just natural.

    Also the study showed men spend just as much as women.

    So anyways... however anyone decides to advertise it, this study may help in your research.

    Also if you Google copywriters that specialize in skin care products, you'll find a list.

    Because of some copywriters, people of the world are becoming sexier. Thank you to those copywriters.

    Here's the study:

    https://www.skinfo.com/blog/men-wome.../#.W_CsezlOk0N
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  • Profile picture of the author marciayudkin
    Maxty, the study you linked to concerns "beauty products." That is the term used in both the headline and the infographic.

    When I was looking in Walmart for the Aloe Vera, I discovered that products like it are shelved in two sections of the store, the beauty products section which has mainly cosmetics, and the medical section. Ditto, on Amazon there is a "beauty care" section and a "health care" section.

    "Skin care products" is a wider category than "beauty care products," so I would not regard a study of the latter to apply necessarily to the former.

    This is not semantics. This reflects how people categorize products in their heads and the types of motivations they have for using products. If you have a product that some people use to look more beautiful and others use to be more healthy (in their minds) you would be missing a significant segment of users if you had only one of these groups in mind in your marketing.

    Marcia Yudkin
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  • Profile picture of the author Nancy Khandelwal
    As no one will apply the skin product without surity , if the product is pure or not , so firslty you need to assure everyone that the skin product is pure . So once it is assured then according your bugdet , you should advertise your product with the model ,so everyone can believe easily and also you can similar skin care product on some good discount.
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  • Profile picture of the author Rob Hunsons
    Best writing about skin care products are customer reviews.
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  • btw, whan alla the skincare experts be done with SKIN -- can they mebbe squirt their exertise ovah my HAIR bcs I look a real mess rn.
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    • Profile picture of the author GordonJ
      Originally Posted by Princess Balestra View Post

      btw, whan alla the skincare experts be done with SKIN -- can they mebbe squirt their exertise ovah my HAIR bcs I look a real mess rn.
      Wigs.

      You want great hair?...Then buy it. Wear it, get the YIKES lookies from the enveus crowd...and keep it short, visit a barber, forget the stylist, send him your wigs. Love the pic.

      GordonJ

      PS. Heard Cameron Diaz got some great "product" from Ben Stiller in There is Something About Mary, check it out.
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      • Originally Posted by GordonJ View Post

        PS. Heard Cameron Diaz got some great "product" from Ben Stiller in There is Something About Mary, check it out.

        Nuthin' like glue to keep a wig on straight, I guess.
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  • Profile picture of the author wordpixel
    Skin care products. Informational products. Skin & information "services," or whatever. What's important to remember is it's people who will use those products and services.

    You're a marketer, but you're also a person, human being -- who wants to market your goods to other human beings; i.e., your target audience and/or ideal customers.

    When marketing to them, don't think so much about what you ultimately want to achieve, which is sales (and repeat). But demonstrate in your marketing, website and other touch points, you understand their concerns.

    Marketing is not difficult when you've done your research on "just" who is your customer. And you should know her/him as well as your child.

    Then you will be able to speak to them in a way that builds trust -- because they will know you "get them," you with me?

    The by-product of course, will be a steady series of repeat sales.

    In summary:

    1. Tell a factual message -- the more meaningful the better.
    2. In your copy, tell the whole story.
    3. Provide facts, not fluff.
    4. Drop an overly sales-y persona and be human.

    In other words, play it straight.
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  • The formula for writing copy is the same for any niche.

    Perhaps you should find a niche that you are an expert in.

    There are plenty of people (on here) who succeed in any niche. For me, I found that I struggle making great content (and that includes writing copy) in niches that I chose because I they are known to be lucrative.

    If found that I can make a whole lot more money sticking with things I know about.
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    • Profile picture of the author GordonJ
      Originally Posted by Highest And Best View Post

      The formula for writing copy is the same for any niche.

      Perhaps you should find a niche that you are an expert in.

      There are plenty of people (on here) who succeed in any niche. For me, I found that I struggle making great content (and that includes writing copy) in niches that I chose because I they are known to be lucrative.

      If found that I can make a whole lot more money sticking with things I know about.
      Highest and Best, have you met Biggest and Brightest on WF? (OptedIn)

      Which magical formula are you using? Tell us which one size fits all solution you have, except in niches that you choose because they were known to be lucrative?

      Do tell, please?

      GordonJ
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