How to write a cosmetic copy

Question 1: How to write a cosmetic copy? I don't know what you are talking about.

Can you write, origin, origin, special ingredients, efficacy, selling points?

Question 2: How to write a good product copy of skin care products should have three elements. Soft writing is also an article, and it also has three core elements. They are product selling point, soft theme and content material.

The selling point of a product is the core selling point of a product promotion you want. The theme of soft text is to attract users by packaging, the core selling point. Content material is the material that makes the theme of soft text concrete. Let's say one by one:

First, tap the core selling points of implantable soft text. Since the purpose of writing soft articles is to promote a product or brand, selling points are very important. Generally speaking, what attracts users most is the "material" they are interested in; And the products we want to promote are usually not interesting, and few people will be interested. If there is too much product information in soft text, it will not only directly affect the user's reading experience, but also lead to poor communication effect. There will also be too much publicity information, so that users can't focus on products and leave a deep impression. Therefore, the space we can play in product selling points is very limited. Therefore, we must make a "single breakthrough" and seize the 1-2 selling point of the product for packaging. These selling points must be the most distinctive and impressive points of your product. The more unique and specific, the better.

Second, the theme of soft text. Soft topics are channels to connect users and product information. When choosing a theme, you need to find the target group corresponding to the product first. Then understand what common "pain points" or "high points" such people have. Then choose a soft theme that can hit their "pain point" or "high point" at once. At this time, we should pay attention to it. The most difficult part of writing soft articles is how to naturally transition to product introduction after writing the expected content in the article. Otherwise, it would be embarrassing to code a lot of words and finally find that they can't be connected. When choosing a theme, we should consider whether the theme can be well packaged around the core selling points. It is best to write the cohesive part before writing soft articles, and then collect other materials.

Third, the content material. After determining the selling point of the product and the theme of the soft article, you need to collect good content to improve the reading of users and support your point of view with strong arguments. The theme of soft writing can be unconstrained, but when it comes to specific writing, it must be justified. Whether it is to suggest that everyone "be hard on themselves" or to advocate that "only being kind to yourself is the truest". It is necessary to collect relevant materials around the theme for demonstration. For example, writing a soft article for a headset, the core selling point of this headset is the "highest value in history" headset. In order to reflect the selling point, the author wants to use the history of earphone shape development to package. In the soft article, the author first introduces the earliest headphones, which are bulky and ugly, and then through the continuous improvement of headphones from generation to generation, the readers can see the evolution trend of headphones becoming thinner and more beautiful. Finally, it is natural to put the earphone to be promoted at the end of the article, which is equivalent to telling readers that this earphone is the latest generation and the most beautiful generation in the evolution process.

Finally, show some profound themes with pure words; General soft texts can improve the reading experience through illustrations. In short, after the three elements are achieved, the details should be as perfect as possible.

Question 3: How to write abbreviations for nouns in cosmetics copywriting: LATs is not a stream of linear algebra, but refers to those "separated cohabitants", and LAT is the English abbreviation of Living Apart Together. This concept originated in the Netherlands, Sweden and other countries, which are famous for their sexual openness. It originally refers to unmarried couples who choose to maintain intimate relationships, including sex, but do not live together. Later, the word gradually extended to married couples. Love each other instead of living together. Even in two of a kind, more and more men and women are not eager to live together, but choose the mode of "love but not live together". These people include single, divorced or widowed men and women. While maintaining their relationship with their lovers, they also have different residences. Officials from the National Bureau of Statistics believe that the country's 200 1 census will clearly reflect the rising trend of such people who love each other but do not live together. The gender revolution began half a century ago. Williams, a professor of social policy at the University of Leeds in the United Kingdom, said: "The phenomenon of' love without cohabitation' is regarded as the third wave of the gender relationship revolution since the 1960s. The first revolutionary wave of gender relations appeared in the 1960s. It believed that sex and marriage could be separated, and it was called' fraternity'. The second revolutionary wave of gender relations appeared in the 1980s and 1990s. It is considered unnecessary to be bound by marriage for life just because you want to be a parent, so it is called' unmarried cohabitation'. As for' love without cohabitation', it is a new model. " Be loyal to your partner, but don't ask about the financial situation. In "LAT" relationship, people don't have to have sex with their partner's family, and they don't have to ask each other about their family details or economic problems, but they can share laughter and sadness like traditional relationships between men and women. Sociologists point out that there are four main types of men and women who follow the "LAT" model. The first category is people who meet new partners after divorce: because divorced men and women have to raise children separately, many people choose to live separately from new lovers. The second category is professionals working in different cities and countries. The third category is young people, each of whom has a personal residence. The fourth category is a group of widowers and widows, who all have children and grandchildren and want to ensure that their children inherit their property.

Question 4: How to write the packaging copy in cosmetic advertising copy is not the product description or product decoration, but the use of information asymmetry to achieve the purpose of brand.

First of all, it is necessary to clarify the purpose of the copy. Copywriting itself serves business goals. If the business goal is to seize the blank market, then the purpose of cultural clothing is to educate consumers. If the business goal is to seize the market with competing products, then the purpose of copywriting is competition. If the business goal is to expand the existing market, then the purpose of copywriting is to expand the existing market.

Secondly, it is necessary to clarify the content strategy of the copy. Strategy serves the purpose. Educational copywriting needs to introduce more product background; Competitive copywriting, on the other hand, does not need background and emphasizes the differences with competitors. Then the expanded copy pays more attention to the results.

There are three competitive strategies in classic strategic management textbooks, namely differentiation, cost leadership or focus. In fact, there are many modes of copywriting, and it is these three modes.

How to write differential? It can be functional differentiation or conceptual differentiation. Functional differentiation can write the final effect, composition and mechanism. Concept differentiation can write development stories, creative inspiration, values, or the bottom line of producing products by yourself (for example, no animal experiments, no animal ingredients, etc.). ).

In fact, cost leadership is rarely reflected in packaging copywriting, but generally in publicity. Of course, there are also brands (such as online sales/distribution channel brands) that directly compare big brands with themselves, hoping to give people a kind of value-for-money association.

How to write the focus? Focusing on cutting the market with others, in fact, this is originally solved by product positioning, and the copy itself is just expressed. For example, to make acne, some people will give priority to adult acne; To do whitening, some people focus on yellowing. Control oil, some people will focus on pores.

Third, choose the structure and language of the copy. There are many chaotic structural forms in the market, so you can say whatever you want and come as comfortable as you want. This may have worked in the past, but now consumers are impatient. "Total score" is one of the most commonly used structures, with a selling point in one sentence+some explanations+final closing selling point reinforcement. The way of language depends on your brand positioning, some brands are rational and some brands are emotional. Language style depends on brand personality. For example, the general language style of Korean brands is cute and casual, full of fantasy; European and American brands are very rational, putting facts and being reasonable.

Question 5: How to write a cosmetic copy for Baidu Search?

Question 6: How to write the instructions for cosmetics? First of all, you should make the opening remarks (brand introduction, self-opinion, etc.). ), then pictures, cosmetics introduction, public use, these things, and the conclusion, should be edited according to the characteristics of your product.

Question 7: There are many practical cases of skin care products. First, we must grasp the characteristics of skin care products and the needs of consumers. Examples are as follows:

1, reflecting natural skin-friendly-Muji series

2. Extract the product's own characteristics-goat's milk sleep mask.

3. Features of withdrawing cash and replenishing water-Estee Lauder series

Question 8: How to write 1 for skin care fitting activities, and the creativity of the activities is in place.

At present, most manufacturers regard the promotion of cosmetics specialty stores as an immediate marketing tactic, which leads to excessive promotion activities in the market, dazzling consumers and gradually losing interest in small and medium-sized pure promotion activities (discounts and gifts).

If you want to stand out from many promotional activities and attract consumers' attention quickly, you must work hard on the creativity of the activities and strive to conform to the principle of "three innovations and four characteristics" of SP activities (this part has another special manuscript).

A. Three new policies: new concepts, new selling points and new forms of activities.

B, the four principles; Publicity, public welfare, authority and news timeliness.

2. Pre-publicity activities are ready.

Promotion activities need more people to know, understand and even take direct action-buy products. Naturally, many people need to know and participate in this activity to achieve our purpose of publicity and sales.

Therefore, in order to spread the event notice to the maximum extent, the event notice must be accompanied by advertisements, event subtitles, broadcast DM, newspaper stickers, posters, and event notices printed on terminal packaging (such as station cards and stop signs). Moreover, it is more interesting and effective to publicize the mechanism of the product while releasing the activity notice than simply advertising the product.

3, * * * public relations in place

All SP (especially outdoor) activities have to deal with many authorities. Whether the event can be held smoothly has a lot to do with their support. If a department gets stuck, it may lead to rescheduling or abortion. Therefore, before holding the following large-scale activities, we must have a communication process with the dealers, and apply in advance. Generally speaking, all outdoor sales promotion activities must be approved by the venue ownership department, the advertising management department of the industrial and commercial bureau, and the "license" of the environmental protection, urban construction, transportation, health and other departments to ensure the normal development of the activities. Therefore, all marketers need to communicate with customers on this issue from the moment they enter the local market. Do the work before you do it, and nip it in the bud.

4, organizational division of labor in place

The implementation of general promotion activities is divided into three stages: pre-activity quasi-implementation and post-activity monitoring, which are closely linked. Inadvertent or negligent details will ruin the whole activity. It is necessary to require the executors of the marketing department to have a high sense of responsibility and strong cooperation, but also to require the event commanders to have a big picture and meticulous "narrow-mindedness", so that the division of labor is closely linked, everyone is responsible, and the division of labor is clear:

● The activity preparation period generally includes the following items:

(1) Negotiate with relevant parties and report to local authorities. ;

(2) Announcement of activities (Kans Shinkansen, outdoor publicity, tabloid publishing, etc. );

③ Prepare promotional materials and gifts for the event;

(4) commodity preparation;

⑤ Investigate and arrange the activity site in advance;

⑥ Division and training of beauticians, makeup artists, promoters, urban beauty guides and other business personnel participating in the activities;

⑦ Further contact and communicate with all sales terminals, strive for a wide range of product display and prominent booths, communicate with stores and fully cooperate with sales staff. Can conduct a comprehensive shopping guide in the store, work hard on the terminal image, and set off the sales atmosphere.

● Activity execution:

① Arrange the site in advance, pile up articles, colorful flags, banners, display boards, posters and other publicity materials to ensure a strong and solemn atmosphere. (2) The division of labor is clear: special personnel will be arranged to help people, greet customers, introduce products and distribute DM, and the on-site activity director will be responsible for global monitoring, situation control, on-site scheduling and other affairs.

(3) Everyone is dignified and generous, and everyone has the obligation to guide and introduce products, and everyone has the obligation to maintain order at the scene, guide people to flow, and ensure environmental sanitation. Therefore, promotion, business and publicity personnel need to be familiar with product knowledge, understand the basic skin care knowledge of the target population, and master the advantages and disadvantages of competitors, so as to introduce products to consumers sincerely and rationally.

(4) Make the obedient salesman a Kans professional beauty consultant, and people around him will try their best to introduce customers to the salesman and let the professional beauty consultant recommend products to consumers.

⑤ When there are preferential sales and samples as products, as a means to maintain the atmosphere at the scene:

When there are few people at the scene, send balloons and small red flags to customers to attract people; When there are many people, choose to introduce products to them; Commodities and gifts that seem expensive must also be registered and distributed in strict accordance with the appointment to avoid competition and confusion.

● After-activity work

......& gt& gt

Question 9: Copywriting about cosmetics is not determined by a specific number. It depends on how far it can be promoted. Good marketing may be an instant hit. On the contrary, posting many posts may be useless.

You can't post casually. We should use some means to do some activities offline. You can consult. In this regard, Beijing has done a good job in online entertainment and intelligence.

Question 10: Beautiful sentences about flowers. Cosmetics only bloom once, but the beauty of women can last forever.