When Brands Try Too Hard AND FAIL.

So this is something about a skincare product that I like…with marketing I ABSOLUTELY HATE TO THE CORE.

So, I bought this serum, and took a look at the box it came in…

Copy reads like this 

“Welcome To The Future Of Skincare. Prioritizing Scientific Truth.

In a market rife with hyperbole, our focus is clear: transparent, science-based skincare.

We demystify chemical ingredients, choosing each for its proven efficacy and safety. Every product reflects our commitment to empirical evidence, not marketing rhetoric. 

We champion informed choices in skincare, grounded in clinical research.

Embrace <brand>, where every element is chosen for its scientific merit, offering you authentic, effective skincare solutions.”

I was…safe to say….DISGUSTED…NAUSEATED…

I’m sure a big team with “pedigree” and “MBAs” came up with this. 

COME ONNNN NOW. 

You can do better. I don’t want to tell why this copy is bad..utter HORSESH*T. You can look at it and tell yourself. 

The first thing you should realize is…People who do their skincare right…want to make sure they use THE RIGHT products…

A big problem is finding what works, and what you can trust. And this brand actually makes products you can trust, but missed out on a BIG OPPORTUNITY to sell them. 

One of the EASIEST places to sell your products…is RIGHT AFTER someone buys it. 

So, I’m a guy who takes skincare seriously. JUST BOUGHT this serum…and if you tell me 

“Hey you know, this serum does <thing> <thing> <thing> for you because we used the best possible science backed ingredients….

but anyway, if you use this serum without our cleanser, moisturizer and sunscreen, it might damage your skin because of its strength. 

So make sure you have them in hand before you apply this serum. 

Go to companyname.com and place your order.  

If you tell me this…it’s GUARANTEED that I buy MORE. 

And it’s not even TOO HARD…Like I cooked this up when waiting at a red light. 

I’m sure a BIIIIG brand can do WAY BETTER than this.

Anyway, see you in tomorrow's example, 

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M

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