It’s competitive out there, in the beauty sphere, with revolutionary products and tools launching every other day, where one LED-device and chemical peel outsmart the next.
Even if your product can compete when it comes to featuring the latest it-ingredient, impeccable design and smart technology, a distinctive brand voice is the factor determining whether your product will become, and maintain, a tour de force within the beauty industry.
Don’t sell your product. Sell the benefits of your product.
While it’s fun to list the myriad ingredients in your glow serum and the history behind it, it’s not going to help sell it. What your customers want to know about your serum is what’s in it for them.
The easiest way to apply this is by listing the top 3-5 key ingredients in your glow serum and be sure to deliver explanations to what these ingredients will do for your customer’s complexion.
Example:
Vitamin C – a potent antioxidant that brightens skin tone for the dewy skin you desire.
In short, don’t just list what’s in your product or what it’s free from – list the benefits. What results can your customers expect?
More importantly, your customers not only want to know but need to know, if they can use your serum – does it work on acne-prone skin? And sensitive skin? Always be sure to mention which skin types and conditions can and can’t use your product.
Let your customers know why your product is unique
Why is your glow serum better than your competitor’s? Does your serum use a packaging that better stabilizes the Vitamin C? Does it feature a combination of powerhouse ingredients no one else has? If so, let your customers not only know this but also tell them how their skin benefits from this.
Be their virtual advisor
Say your vitamin C glow serum is very potent = highly effective but may affect dry and sensitive skin if not used properly.
Be there to guide your customers by not only presenting a ‘how to use’ guide but also giving additional advice to maximize their results. And your sales!
Example:
How to use: Morning and evening, apply 2-3 drops directly onto cleansed skin and gently massage in serum using your fingertips. Finish with your favorite day crème.
Sensitive skin? No biggie – just blend 2-3 drops in your favourite crème and apply onto cleansed skin. Only during your morning routine.
Add additional advice whenever applicable.
Example:
Did you know that Vitamin C and SPF go way back? Use our Vitamin C Glow Serum under sunscreen to boost protection against UV-rays and keep your skin youthful, healthy and radiant. Pair it with our… (insert your SPF product.)