Brand bio:
World-renowned facialist Sarah Chapman created the Skinesis range to treat the skin concerns she sees every day in her Clinic and enable clinical results at home. Combining potent actives with cutting-edge technology, luxurious textures and refined botanical oils, these performance-proven formulas deliver healthy, rejuvenated skin with the coveted Skinesis glow.
Sarah Chapman bio:
Super-facialist, founder and product formulator of the Skinesis range, Sarah Chapman is widely regarded as a premier skincare authority and one of the industry’s most sought-after experts. Known as much for her extensive knowledge of cosmetic science as for her passion for luxury beauty, Sarah has distilled over 20 years of knowledge and hands-on experience into her innovative, results-driven skincare line.
Brand aesthetic:
Disruptive, cool, modern, fresh, luxury, inspired, desirable, authoritative, innovative, experiential, creative, different, aspirational, sophisticated, bright, sharp, identifiable, fashionable, editorial, stylish, simple, clear
Product copy:
Technical, scientific, high-performance actives, intelligent, ground-breaking, results-driven, desirable, advanced, efficacy, intensive, potent, quality, transformative, trailblazing, performance-proven, strength, dynamic, radiance, health, glow
Social copy:
Educational, engaging, luxurious, approachable, authentic, warm, inclusive, conversational, not corporate, personal, not repetitive, light, empathetic, informative, creative, different
What we’re not:
Cute, pretty, fluffy, derivative, pastels, traditional, superficial, frivolous, ineffective, corporate, pedestrian, unimaginative, repetitive, bland, imitators, wishy-washy, standard
When writing product copy:
- Important to share skin knowledge
- What it is
- What do you get (i.e. contents)
- Who is it for
- Who wouldn’t use it
- Why would you use it (i.e. reasons to use)
- How to use
- Product USP
- What do I use it with
- Results
- Whether this product has won any awards
- Relevance / current consumer mindset (e.g. lockdown, seasonal, etc.)
- Any relevant dates, pricing and availability
