Analysing Copy in Product Blurbs

The Body Shop, HEMP

The name of the product, ‘HEMP’ is used the majority of the time on the product description/blurb, about 4 times its been mentioned, usually in one sentence and at the start of one. 

The products copy is written in a creative manner because they structured the writing almost like they’re talking to us, “You’ve probably heard of hemp seed oil, also known as cannabis sativa oil.” You can tell from this quote that they are communicating with you, by stating the words, you’ve, YOU HAVE probably HEARD, etc. This shows direct conversation to the consumer/buyer. 

I find the copy to be very descriptive, informative and also has a call to actions the product sells itself to the consumer by talking about, its origins, the essential content it has in the product, and they talk about how they aim to use natural content in its product, we know this because they explained in their copy that, “Something of an environmental. Wonder, hemp is naturally resistant to pests, so farmers don’t need to use pesticides or irrigation. It’s also an overachieving air purifier, breathing in four times more CO2 than trees.” Inducing the consumer to buy the product because of its usefulness and its environmental effect.

The product is aimed at people who want to take care of themselves and are in need of a skincare product to satisfy their problems with their skincare, which in this case, The Body Shop has provided a product to satisfy their needs.

The Body Shop, Strawberry Lip Butter

The name of the product, ‘Strawberry Lip butter’ isn’t mentioned in their blurb, as it may be used multiple times with other similar products using the same body butters that their products uses. They only mention the term, ‘Shea butter’, around 4 times but not the actual product labels name, as again, its using the same butter. 

I would still consider the copy to be creative even though there isn’t any separate blurbs for each butter product, but they’re also being smart and no time is wasted when reading each description. They include things such as contents being used to make the product, facts to back it up and work environment and its history behind creating this product and other shea butter products. “We’ve been working with Tungteiya Women’s Shea Butter Association in Ghana for over 25 years. Over 600 women from the association use traditional techniques handed down through generation to handcraft the shea butter that fills our favourite Body Butters.” 

I would give thought to the copy being, descriptive and informative, just like i mentioned previously, talking about their shea butter, and the ‘Shea Butter Association’ in Ghana.

The product is aimed at a type of consumer such as someone who takes care of their body and skincare, so this product appeals to this type of audience that helps protect their skin for long-time use.

Harry’s, Dry Scalp 2 in 1 Shampoo & Conditioner

The name of the product, ‘Dry Scalp’ isn’t mentioned at all in their copy, but they do include the key words, ‘dry’ just once; ‘scalp’ around three times in their blurb, I think they don’t really include their product name as its very simple to understand and the keywords are there to help understand the products contents in the copy.

I’d consider the copy to be creative as they start off their copy with, “Newsflash: There’s no single root cause for scalp issues…” giving it some structure into how they explain their products and its contents. 

Furthermore, the copy to be descriptive and informative as it informs you about how to approach a healthier scalp. The product sells itself to the consumer by informing you how their products “are designed to tackle a multitude of iss

The product is simply aimed at the male audience who are dealing with dry, itchy scalp and are in need of a product to tackle the issues to calm and soothe their scalps.

Harry’s, Targeted Blemish Treatment

The products name, ‘Targeted Blemish Treatment’, is mentioned only once to convey what they’re talking about in the product.

I don’t think its written in such a creative manner as their copy is very preserved and with no surprising factors, they only care what’s going on about the product as it targets the vocal points about the product and not really talking to the consumer possibly buying the product.

I would consider the product to be only informative as they manage to sell this product to consumers because they pinpoint what the product’s made with, the design and how its made sure to compete with other products, “Made with purified wintergreen extract, a source of natural salicylic acid…”; “Targeted Blemish Treatment is designed to address pesky problem spots.”; “Not to mention dermatologist-tested.”

The product is aimed at the male audience who particularly care about their skincare problems and want to make their skin look more healthy and clear, creating a satisfaction for their needs in modern day society.

The Body Shop, Edelweiss Daily Serum Concentrate

The products name, ‘Edelweiss’ is mentioned a few necessary times to give the sentences some context so the consumer doesn’t get lost reading the copy. 

Their copy is written in a creative manner as they structured their sentences with strong keywords and an opening, sort of like a story as well as being factual to keep the consumer interested. “A master of resilience, edelweiss is a tiny flower with all the power to survive and thrive on the mountainside;” “This magic marvel…”

I’d consider the copy to be descriptive and informative as the copy is written very largely in a paragraph and as well as informing us the necessary contents even if its written widely in the copy. You can almost pinpoint what’s important just through reading the blurb. “This magic marvel projects itself against harsh environmental conditions by producing its own antioxidant, leontopodic acid;” “Enriched with edelweiss extract, our clever formulas helps maintain skin’s natural moisture barrier and smooth the way to glorious, fresher-looking skin.” These quotes, basically telling us how the company sells this product to their consumers as they captivate the consumer with the information given to them in their own style of copy in their blurb.

The product is aimed at anyone who wants to take care of their skincare as much as anyone else would want to, but also people who want to expand their skincare to make their skin look more smooth and fresher looking than other people.