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tagline help

by arfasaira
12 replies
Hi everyone,

Im working on a project involving a new product release for someone in Dubai. It's basically a new range of beauty products based on Argan oil (range is called ARGANICA) which is very expensive and exceptionally nourishing for the skin.

With her permission, I suggested I ask my fellow copywriters their opinion on taglines for product and she agreed.
My client asked for suggestions for taglines, and at the moment, her tagline is this: AGRANICA - Nurture Your Beauty With Nature.

I think it's ok, but here's what I came up with:

Arganica – Simply nourished, simply beautiful
Arganica – Liquid nourishment for skin
Arganica – The secret of glowing skin
Arganica – The moisture surge miracle
Arganics – Pure nourishment for skin
Arganica – Feed your skin, nurture your soul
Arganica – A purer oil for purer skin
Arganica – For a lifetime of good skin
Arganica – Nourish your way to a more beautiful body
Arganica – Transform your skin with the power of nature
Argnanica – More Beautiful skin - more confident you
Arganica – We help nurture more beautiful skin
Arganica – A purer oil for a more beautiful you
Arganica - Liquid confidence for skin


at the moment, i'm brainstorming ideas. I quite like the ones in bold.


Now over to you guys, what do you think?


Any suggestions would be very much appreciated!
#tagline
  • Profile picture of the author Ross James
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    • Profile picture of the author Ross Bowring
      Who is the target market? Are they in the west, in the middle east, or elsewhere?

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  • Profile picture of the author Steve The Copywriter
    Originally Posted by arfasaira View Post

    Hi everyone,

    Im working on a project involving a new product release for someone in Dubai. It's basically a new range of beauty products based on Argan oil (range is called ARGANICA) which is very expensive and exceptionally nourishing for the skin.

    With her permission, I suggested I ask my fellow copywriters their opinion on taglines for product and she agreed.
    My client asked for suggestions for taglines, and at the moment, her tagline is this: AGRANICA - Nurture Your Beauty With Nature.

    I think it's ok, but here's what I came up with:

    Arganica – Simply nourished, simply beautiful
    Arganica – Liquid nourishment for skin
    Arganica – The secret of glowing skin
    Arganica – The moisture surge miracle
    Arganics – Pure nourishment for skin
    Arganica – Feed your skin, nurture your soul
    Arganica – A purer oil for purer skin
    Arganica – For a lifetime of good skin
    Arganica – Nourish your way to a more beautiful body
    Arganica – Transform your skin with the power of nature
    Argnanica – More Beautiful skin - more confident you
    Arganica – We help nurture more beautiful skin
    Arganica – A purer oil for a more beautiful you
    Arganica - Liquid confidence for skin


    at the moment, i'm brainstorming ideas. I quite like the ones in bold.


    Now over to you guys, what do you think?


    Any suggestions would be very much appreciated!

    I would use the "power of three"

    Pick the top 3 benefits -

    For example - Nourished, Beautiful and Natural
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    • Profile picture of the author Ross Bowring
      O.k.… where’s the hook here…

      Let’s look at Wikipedia...

      "The Argan tree grows wild in semi-desert soil, its deep root system helping to protect against soil erosion and the northern advance of the Sahara."

      So this is a tree forced to survive where (almost) nothing survives.

      Which gives you a bunch of indestructible tree... indescribable beauty... type angles.

      Again, from Wikipedia…

      “Argan oil remains one of the rarest oils in the world due the small and very specific growing areas.”

      Which gives you a bunch of “rare beauty” angles.

      Then there’s how it’s extracted…

      “For modern times, the Berbers (indigenous people of Morocco) of this area would collect undigested argan pits from the waste of goats which climb the trees to eat their fruit. The pits were then ground and pressed to make the nutty oil used in cooking and cosmetics.”

      Which gives you a bunch of “fresh from the s*** of Moroccan goats” angles. I’m kidding about that one.

      But there’s more…

      “The tree is a relic of the Earth's Tertiary Period, which ended about 1.6 million years ago, and it grows in only a few other places in the world. It is tenacious, withering and fruitless during extended droughts, and it lives as long as 200 years.”

      You read right… twice as long as Bob Hope!

      Tell me there’s no “timeless beauty” angles there.

      "From the tree that refuses to die... beauty that never wilts...

      ... or that lasts a lifetime...

      ... or something like that.

      If the lotion has a built in sub-block there's the whole thing about how the tree survives Surharan summers... etc.

      Get to Wikipedia and elsewhere. Work the angles. I'm only quoting a few I found looking for 1 minute.

      --- Ross
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  • Profile picture of the author DanielleLynnCopy
    Hi Arfasaira!

    I do a lot of taglines. And I have to say you did a pretty great job overall You focused on the strongest benefits and added a bit of emotional touches towards the customers.

    Be careful of "We help nurture more beautiful skin"

    Most people don't give a rat's behind about what "We" do. A way to get around this:
    Instead of "We Help" replace it with "Helping You" That way, you're saying the same thing, but you're using the all-important "You".

    Steve suggested the power of 3 - it's hard to go wrong with that

    I would try to focus on the emotional aspect and tie them back into the benefits.

    Examples:
    Renew Your Skin, Renew Your Life. (or Nourish/Beautify/etc)
    For Skin Smooth Enough To Touch (sensual, sexy - helps your customers feel that way)

    With beauty products, don't forget - the ultimate benefit is to help your customers feel beautiful, sensual, and good about how they look. Convey that in your slogan, and you have a winner!
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    • Profile picture of the author Steve The Copywriter
      ...Just making a quick note here

      Next time I need help with any Copy - remember to ask Ross and Danielle...


      (Brilliant research, advice and answers)
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      • Profile picture of the author DanielleLynnCopy
        Originally Posted by Steve Copywriter View Post

        ...Just making a quick note here

        Next time I need help with any Copy - remember to ask Ross and Danielle...


        (Brilliant research, advice and answers)

        Thank you Steve, that's appreciated

        I'm only quoting a few I found looking for 1 minute.
        Ross, that was some excellent 1 minute research, well done!
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        • Profile picture of the author arfasaira
          Thanks so much for your advice - its certainly help me focus a lot better.

          The product will be mainly introduced into the Middle Eastern/Africa market, so its a product from here, made more accessible to the people of this region.

          A benefit driven tagline is sometimes harder to get for the beauty market because a lot of the beauty houses like to do clever advertising. And because most products fit will nourish, moisturize, soften or smooth, these types of taglines are done to death.

          The other main problem I was finding was (like Ross mentioned ) the slant on the tagline. Because its such a specific tree grown in a specific region and pressed by hand, I couldn't get my head around the angle to take to translate in terms of benefits.

          I did think of this one though: 'The Berber's Secret to Beautiful Skin', but then ditched it. Or perhaps 'The Moroccan Miracle For Glowing Skin'...but just doesn't sound smart enough.

          Am I making any sense or am I wittering on as usual?:confused:
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  • Profile picture of the author Pusateri
    I once heard a biologist say that beauty is nature's way of acting at a distance. The purpose of beauty is to be noticed. That is probably the angle with the greatest emotional resonance.

    Arganica - for nourishment that shows
    Arganica - for beauty that gets noticed
    Arganica - noticeable nourishment for your skin
    Arganica - beauty he will notice
    Arganica - for beauty all can see

    These lack polish, but you get the idea.

    Mark
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  • Profile picture of the author Rezbi
    Arganica – Lasting Beauty... Without Surgery
    Arganica – The Natural Facelift
    Arganica – Nature's Facelift
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  • Profile picture of the author sethczerepak
    In my humble opinion...

    1) Arganica – Simply nourished, simply beautiful

    Perfect. Speaks to the need for validation (best need for selling beauty products), illustrates cause and effect (nourished = beautiful), uses alliteration for appeal to the phonographic loop (a VERY hypnotic quality), and of course, the word "simply" speaks to the need for security. It also (and I'm not sure if you're aware that you did this) delivers a nice connection point message.* I lyke it.

    honorable mention...

    Arganica – The moisture surge miracle
    Arganica – For a lifetime of good skin
    Arganica – Transform your skin with the power of nature

    *An article I wrote about connection point messages...

    Why Are You Still Selling Products and Services? | Cashflow Copywriting
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    • Profile picture of the author arfasaira
      Thanks so much guys for all your help - and especially to Ross - I had a quick discussion with client and she agreed we should use a slant on the uniqueness of the tree - and it means I came up with this:

      'Timeless beauty from the miracle tree'

      Which the client loves and makes it very specific to the main ingredient in the product and attaches to it the notion of staying beautiful forever.

      So, thanks again EVERYONE - I have certainly picked up a lot from picking your brains!
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      • Profile picture of the author Rezbi
        Originally Posted by arfasaira View Post

        Thanks so much guys for all your help - and especially to Ross - I had a quick discussion with client and she agreed we should use a slant on the uniqueness of the tree - and it means I came up with this:

        'Timeless beauty from the miracle tree'

        Which the client loves and makes it very specific to the main ingredient in the product and attaches to it the notion of staying beautiful forever.

        So, thanks again EVERYONE - I have certainly picked up a lot from picking your brains!
        I like it. That's a really good one.
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