Beauty Product Launch Email & Social Media Post
(SPEC)
Email (SPEC)
BRAND: Patrick Ta Beauty, an innovative, luxury brand helmed by a celebrity makeup artist
CHALLENGE: To draft a launch email, including subject line and preview text, and a social media caption to announce a new product. (I created my own designs, based on the brand’s aesthetic and using diverse models.)
SOLUTION: I researched the background of the brand to learn about its positioning, vision, voice and representation. The vision is to empower customers in a meaningful way and the voice is based on inclusivity, diversity and making people feel confident and beautiful every day. The goal is to redefine standards within the prestige category. I also noticed that “glow” is a very centrally used word in all copy communication channels.
For the email, I gave an aspirational feeling with the term “dream” and kept the copy to the point, not flowy or wordy. Enhancing natural beauty is a key part of the brand, so I elevated that feeling with “luxuriously” but kept it “true” to self. As a consumer, I would want to know what makes this new product special. I added the term “exclusive” to highlight how this highlighter contains features only found in this product. The benefit is that this product is tailored to enhance appearance, getting that dream glow. The deeper benefit is that by saying that the user and his or her skin is already beautiful gives a feeling of acceptance. There is no reason to hide yourself, highlight yourself. “Shop Your Match” button is the call to action. It is in keeping with speaking to a natural look which can be matched by several options, displayed by the last photo I chose with the swatches.
For the social media post caption, I kept it concise as most luxury brands do, keeping it to simple one-liners, especially if promotional versus educational text. Luxury brands evoke feelings. So I played with the desire for fashionably glowing skin with wording to encourage customers to allow themselves to be seen, and shine, from the inside out. My goal is that the brief wording alludes to how this product will provide that confidence, giving them the incentive to buy it. The copy is also in keeping with the email’s theme.
