Homepage Taglines

The original hero taglines use technical ingredient names like “Niacinamide,” assuming customers already understand its benefits. But most first-time or casual visitors may not be ingredient-savvy. They want to feel seen, understood, and guided. So the new taglines should speak to results and feelings, not just formulas.

Before

Product Description

Many skincare product pages overwhelm users with lengthy ingredient lists or vague benefit claims. I focused on structuring the content in a way that clearly communicates the product’s name, benefits, ideal user, and key ingredients, all in everyday language. This approach helps users quickly understand what the product does, who it’s for, and whether it’s right for them, without needing to decode scientific terms.

The FAQs were designed to address common concerns, especially among new or skeptical buyers. Rather than relying on technical or brand-heavy responses, I used a friendly, informative tone that directly answers user questions. Each answer is written to build trust, manage expectations, and encourage safe, informed product use.

The original version likely sounds generic or vague, such as “Talk to an expert” or “Need help?”, which doesn’t convey what value the user gets from clicking.

The improved version should emphasize personalization and expert advice in making better skincare decisions.

Final Thoughts

Content design in the skincare space isn’t just about selling products; it’s about building trust, guiding choices, and making self-care feel approachable. By simplifying technical language, anticipating user questions, and offering supportive microcopy, I helped create a shopping experience that feels less like a transaction and more like a conversation. This project reaffirmed the value of content that not only informs but also connects. Content that meets users where they are and gives them the confidence to choose what works best for their skin.