Overview
Skincare that speaks plainly.
Bloom & Botanica had beautiful formulations and a generic voice — every serum "nourished," every cream "rejuvenated." Nothing told shoppers why these botanicals, this founder, this price.
A skincare founder needed a voice as thoughtful as her formulas. I built the voice around the founder's real story — a former horticulturist — and rewrote the range so each product had a job, a proof and a personality.
Luxury isn't adjectives. It's specificity: which plant, which part, why it works.
The challenge
Twelve products that all sounded identical, a founder story buried on the about page, and packaging copy written to fit the label rather than sell the formula.
The approach
Founder interviews plus review mining of 400+ competitor comments. The voice principles — precise, warm, never mystical — now govern everything from serum labels to email flows.
Outcome
What the new voice delivered.
- A positioning line — "Grown-up skincare, grown properly" — now used across site, shelf and social.
- Twelve product pages rewritten with distinct jobs-to-be-done and ingredient proof for each.
- Packaging microcopy — routines, warnings, rituals — written to the millimetre, literally.
- A voice profile the founder's hires use to write on-brand emails without review bottlenecks.
