Anti-aging skin care copywriting sentences

The core of the copywriting sentences for anti-aging skin care is never to pile up professional terms such as "Bosein, A-alcohol, and peptides", nor is it a fake slogan to shout "Reverse age by 10 years, return to 20", but accurately highlight the details of aging that users can perceive daily, and at the same time give corresponding perceivable effect promises. This is the core conclusion that I have worked on for 6 years of content planning for beauty brands and revised nearly a thousand anti-aging copywriting.

When I first entered the industry, I ran into a big pitfall. I wrote a detailed page for an A-alcohol essence priced at 300+. The entire ingredient list read "0.5% retinol, promotes the production of type I collagen, and dilutes static and dynamic wrinkles." I felt that I was not very professional. As a result, the conversion rate after going online was 30% lower than that of competing products at the same price. I was completely confused. After interviewing more than 20 target users, I finally figured out: How do ordinary consumers know what Type I and Type III collagen is? When you talk about reducing wrinkles, why don't you say, "After staying up late, your face feels like wrinkled orange peel?" When I woke up the next day after applying this, I found that the apples of my skin were swollen, and the grooves on the nasolabial folds felt half a point shallower." So I changed the main copy, and the conversion rate increased by 42% in the first week after it went online. It taught me a big lesson.

There are actually two schools of thought in the industry today when it comes to anti-aging copywriting. They have been arguing for many years and there is no clear distinction between the superior and the inferior. It is originally intended for different groups of people, and there is nothing right or wrong.

One group is the "hard data group", which is a group of brands and bloggers that started out as ingredient parties. They take the truth seriously and don't play with lies. The copywriting is full of traceable test reports, such as "Third-party SGS measured for 28 days, the length of crow's feet decreased by 17.2%, and the density of the dermal layer increased by 9.4%. The data will not lie to you." Don't think this kind of copywriting is dry. It’s not contagious. The people who eat this set are mature users who consume rationally. They have been through too many marketing traps and just trust the test reports in black and white. I used to write copy for a niche brand that is anti-aging after medical art. I used this style. The price per customer is 800+. The repurchase rate can reach 35%, which is twice as high as the industry average.

The other group is the "emotional resonance group" that has become popular with new domestic products in the past two years. They don't tell you about the ingredient data, and focus on poking out daily little emotions. The copy is written like chatting with a best friend: "Hidden in the forehead lines of a 30-year-old are the toughness of working overtime and changing plans. You don't have to remove them all, just make them lighter, and you can only see them when you smile." "You can't see the complexion, but you can't see the late nights." If you look at this to a 20-year-old girl, you might think it's a bit pretentious, but if you look at it to a 35+ working woman, you'll be right. The last time I wrote this set of copy for a niche brand that makes essential oils for anti-aging, all the comments in the comment section were "It speaks to my heart." The stock was sold out in the first month.

To be honest, what annoys me the most is the boastful copywriting that says “remove wrinkles and reverse aging in 7 days”. Do you really think consumers are fools? Those are skin care products, not 502 glue. It is impossible to completely remove genuine wrinkles with skin care products. The more mysterious you are, the more people will not believe it. On the contrary, if you honestly say, "We can only help you get rid of the dry lines that have just grown out, you still need to seek cosmetic surgery to completely eliminate the established lines. What we can do is to prevent them from getting deeper." Users will feel that you are reliable and are willing to pay for this honesty.

Usually, friends who are cabinet girls or skin care bloggers always ask me for ready-made sentences. I have collected a few that can be used in different scenarios:

If you are posting to Moments as a private domain, just write, "Don't wait for the smudge marks around your eyes to turn into real wrinkles before you remember to apply eye cream. Every drop you apply now will give you confidence when you are 40 years old." With a real photo of yourself applying eye cream, it will be more useful than reposting a hundred Internet celebrity posters.

If you are making a headline copy for an e-commerce detail page, just write "Don't worry about A alcohol overturning. We have used three-layer wrapping technology. Sensitive skin will not become red or peeling after applying it. If you look in the mirror for 28 days, the dry lines at the corners of your eyes will really be 'invisible'." Explain both the concerns and the effect thoroughly, and users will not want to leave after clicking in.

If you are making an anti-aging product for seniors in the sinking market, don’t be too formal. Just write, “I bought this anti-aging cream for my mom. She applied it for half a month. When she was doing a square dance, she was chased by her old sisters and asked what she used. She was happier than when I bought her a gold bracelet.” It would take a minute to sell out.

Oh, by the way, last time a client from a high-end cinema chain asked me if I had any copy suitable for sending to VIP clients. I wrote her, "Anti-aging is never a competition with age. It's about taking care of yourself when you are 25. When your friends see you at 35, they say, 'Why haven't you changed at all?' This feeling of relaxation is more valuable than anything else." It is said that after I sent it out, the number of customers who came to the store for anti-aging programs that month increased by 30%.

In fact, there is no omnipotent anti-aging copywriting. It is just that you have figured out what the person opposite cares about and speaks words that she can understand and trust. It is more effective than any fancy words.