The fastest way to get a skincare brand in trouble is to promise results. Here is how we write about our own products, and how we suggest you write about yours.
Describe how it feels
Light. Rich. Cool on contact. Sinks in fast. Not sticky. These are things anyone can check by using the product, so they are safe to say and they are what people actually want to know.
Name the person
“For the end of the day.” “For people on their feet all day.” “For skin that has had a long day in the sun.” This tells someone the product is for them without claiming it will do anything to them.
Skip the promises
Anything that sounds like a medical or cosmetic result is a claim. Reduces, repairs, heals, anti-anything, clinically anything. Different countries regulate these differently and the safe move is to not need them. Our copy makes no claims and it reads fine. Look at the Day Face Cream page.
Let your audience say the rest
Reviews and comments from real people who have used the product are the most persuasive thing on a product page, and they are not claims made by you. Collect them from your first order.
The bonus
Honest copy is easier to write, easier to translate, and it does not date. See the full range on the white label skincare page.