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(Theme:) Get Down to Earth.
Marketing Parameters/ Creative Solution
This high end quality product line is made of 100% natural ingredients, with significant brand recognition within the health food market. Their desire was to build their brand beyond this segment tapping mainstream audiences directly, with a straightforward message of candor. We repositioned their company name, from "Zia Cosmetics" to the current name, which reflects their all-encompassing approach. A "corporate voice" was created by writing paragraphs in different styles, adjusting the tone of "voice" but not the content, so that the CEO could select the copy that best reflects the firm. There were other complexities to consider, from organizing the collateral into a "usable/informational" piece without listing prices (for wholesaler/retailer reasons) to conveying the "soul" of the company's altruistic ties without sounding too self-serving or smarmy. The final brochure as shown has won numerous awards and increased sales multifold.
Series Alternatives
(The following samples show different tones/voices created to use copy as a tool to position the brand. The CEO was able to select a "hybrid" style that had traditional appeal with straightforward candor.)
(Sample Tone A: Direct/conversational: Targeting a savvy/jaded audience)
We respect your time and your money, and frankly prefer not to waste either one.
Quite simply, we're not here to sell you an elaborate system that will end up in your drawer unused, we want to help you make healthy, all natural choices that work. To do that, we'll ask you to be honest with us as well...about your skin, your lifestyle, even your expectations. After all, we don't pretend to be a trendy miracle cure. We take a straightforward, alternative approach using only the finest and freshest ingredients to get to the root of your skin care needs. We hope you'll embrace our common sense philosophy, because we feel it's high time we all get down to earth.
(Sample Tone B: Similar target, taking a short/"in your face" stance:)
We believe...
You shouldn't have to be a rocket scientist to figure out a healthy skin care regimen that works.
Quality matters, and so does the earth.
The finest natural ingredients is not an oxymoron.
What feels good and what looks good are not that far apart.
Miracle solutions are for magic shows.
Loyalty is earned, not bought.
Promises should be kept. Companies should have a soul. And satisfied customers are the only marketing that counts. Good business means your customers come back for more. Satisfaction should be guaranteed. Come, see if you agree...
(Sample Tone C: Historic ties/romance sell, more traditional approach)
Like the ancient civilizations before us, we rely on nature's purity for the freshness we seek in our skin. From scented treatment oils to whole foods and active enzymes, we've selected the finest all natural ingredients to offer a clean interpretation that gets to the root of your skin care needs.
On the following pages, you'll find a simple step by step guide of healthy, all natural choices that work. Whether you're adding to a regimen or trying a new treatment, feel free to ask us for help in selecting the right product for your skin type. Rest assured, we stand behind our products without hesitation, offering full reimbursement should you so desire.
(Romance sell/sample of ingredients:)
Delving beneath the ocean's surface, our seaweed-rich cleansers and tonics offer skin the gentle clarity and calming effects of a shimmering shore.
Plucked from bountiful fruit trees, our light and luscious citrus wash and papaya peel exfoliate and smooth with a delicate, refreshing crispness.
(Sample Tone D: Pictoral approach to ingredients, "painterly" style)
A splash of red wine. Smooth, creamy buttermilk. Raw sugar cane. Juicy, amber papayas. These are just a few of our many all-natural creations that blend the finest and freshest ingredients with the latest in skin care discoveries. From whole foods and active enzymes to herbal antioxidants and restorative vitamins, we take a straightforward, alternative approach that gets to the root of your skin care needs.
We believe that what feels good and what looks good are not that far apart, so we offer a variety of common sense regimens that work.
On the following pages, you'll discover even more about the simplicity of our methods and the quality of our products...Each is backed by a guarantee as refreshingly unusual as our company itself. Enjoy!
(Sample Tone E: Partnership/collaborative tone to customer involvement)
We'd like to extend a helping hand to demystify your skin care regimen, and get to the root of your particular skin care needs. On the following pages, we've hand-selected and grouped our all-natural products in a refreshingly simple manner. Just find your skin type, choose those you wish to try, and relax with the knowledge that you're using only the finest whole food ingredients and natural herbs and enzymes…all unconditionally guaranteed.
The high quality and freshness of our innovative creations are particularly well-suited for those with allergy-prone reactions or sensitive problem skin. Each has been designed with your good health in mind, thoroughly evaluated and assessed based on our customer feedback.
Final/Full Text Selected (Intro/Customer Service/Corporate Philosophy:)
Our concept here is simple...We create healthy, natural products that work.
In essence, for a product to make the skin look good, it has to be good for the skin... So we use only the finest natural ingredients from whole food sources. The active enzymes, vitamins, antioxidants, seaweed, aloe vera, herbal extracts and aromatherapy essential oils blend into refreshing, innovative formulas that get right to the root of your skin care needs.
Our common sense approach extends to these pages as well, with a simple step-by- step guide to our products by skin type. If you're not sure what type of skin you have, we've got that handled too. Just call for a personal consultation with our trained skin care specialists. Then sit back and relax, knowing all our products are cruelty-free and unconditionally guaranteed. Enjoy!
(Sample phrases/word selection/for headers inside:)
Clarity. Honesty. Purity. Freshness. Candor. Respect.
1.) All natural ingredients
2.) Demystifying skin care
3.) A regimen of respect
4.) Restoring the balance
5.) Clarity through purity
6.) The simplicity of self
7.) Refreshingly candid
8.) A clean interpretation
9.) Advantages of honesty
10.) No light promises. (100% guarantee)
12.) Product advice line (Ours & others/customer service)
13.) The soul within (corporate image) or "Heart & Soul"
We're quite comfortable offering a 100% satisfaction guarantee because we know how well our products perform.
To ensure the right product has been selected for the best results, we've staffed our customer consultation line with trained skin care specialists and licensed estheticians, six days a week, so please feel free to call us with questions: 1-800-334-7546.
Whether you ask about an ingredient, or need advice about when or how to use a product, our skin care professionals are here for you. Use them as your personal resource to design a skin care regimen, help you select the right products, even refer you to a different brand if need be.
It's our way of being true to our commitment of absolute customer care. Anything less just wouldn't do.
As the Founder & President of Zia Natural Skincare, I firmly believe a company can do good while doing good business. The enthusiasm we have for our employees and our products also extends to our personal causes...And for me, that cause is Tibet.
Back in 1990 we became involved in a pilot program through diplomatic channels, sponsoring Tibetan refugees seeking asylum in the United States. We now have six Tibetans working with us here at the company, and have become even more aware of the tragic human rights issues that still exist there today. We've learned extensively from this special group of employees and embrace their cause as our own.
What does this have to do with
our business? Well, the way I see it, every day when you look in the mirror
you can decide to make a change for the better. At Zia Natural Skincare,
we try to do that in more ways than one.
-Fran Strachan. Organic, natural, healthy,
beauty, skincare, cosmetics, aromatherapy, antioxidants, herbal, ingredients,
enzymes, vegetarian, vitamins, collateral, catalog, product line, Jane Seymour.
Design: Anvil
Photography: Miles Keep
