Website Product Block
(SPEC)
BRAND: Hourglass Cosmetics
CHALLENGE: To highlight one of Hourglass Cosmetics’ hero products on the rotating blocks of product descriptions on the website. Maintain the tone of voice as elegant and unique. Convey the innovation that defines the brand in few words, as is in keeping with the company’s branding and style on the website. To drive guests to the product page for purchase.
SOLUTION: I mimicked the brand’s graphic presentation and design by simply featuring the product with a neutral background. I added the item’s lead-in as “award-winning” to make it stand out and create an element of trust.
Luxury marketing is about storytelling, igniting an emotion or heritage, and creating an experience. Given how the brand is much newer than most luxury brands, I focused on painting a brief story to convey the feeling attained when using this product.
“Indulge” is an elevated descriptor, portraying a special experience. I include further details to explain the benefit of the product in how it hides imperfections as expected of skin tints. The wording provides the deeper benefit of making the user not just look better but feel that way too.
Normally the brand uses “Shop Now,” but given the luxury branding, the term “discover” connotes an experience versus a plain directive.