Analysing Copy in Product Blurbs

 lush bath bombs

product blurb:

Since their creation by Lush co-founder and product inventor Mo Constantine 30 years ago, bath bombs have made waves in bathtubs all over the world. Handmade bath bombs are what we’re famous for, but did you know that the very first bath bomb was pressed in Mo’s garden shed? Bath bombs come in all shapes and sizes, with different colours, fragrances and extra surprises. These fantastical fizzers can turn your average soak into a playground for the senses. We love to push the boundaries and will take you to next level bathing. Drop one of these handmade bath bombs into a hot relaxing bath for an explosion of colour and essential oils. From simply pressed, natural remedies to levelled up luxury bath bombs, add a little bath fizz to your bath time routine.

analysis:

the purpose of this product blurb is to advertise lush bath bombs. firstly, this copy is effective because it goes into the history of bath bombs mentioning who they were invented by and the impact that they have made on the world. this is effective copywriting as it provides context behind the product to the buyer. 

furthermore, the copy is written in a creative manner. for example, it says: 'Bath bombs come in all shapes and sizes, with different colours, fragrances and extra surprises.' this line of text is written quite poetically as the words 'sizes' and 'surprises' rhyme. this makes the text appealing to read which boosts the buyers interest in the product. additionally, the copy also refers to them as 'fantastical fizzers' which is alliteration. the word 'fantastical' implies fun and joy which may be appealing to the buyer. the copy goes on to say that they: 'can turn your average soak into a playground for the senses.' this is a metaphor comparing an 'average' bath time, which is usually a time for cleaning and relaxation, to 'a playground' which evokes excitement and fun. excitement and fun are associated with happiness which may persuade the buyer to purchase the product for joy. 

I believe this product is aimed at children due to the fact that they compare bath time to a playground which is typically a place where kids go to to enjoy themselves. they also use terms such as 'levelled up luxury bath bombs' the phrase 'levelled up' is often associated with video games which children usually play, therefore, this language is clearly meant to be more appealing to kids. there is also more alliteration with the words 'levelled' and 'luxury'. 

finally, the copy is very descriptive and informative as it outlines all the necessary information about the product. for example, it mentions how the bath bombs are available in different colours, shapes and sizes which describes the product clearly to the buyer. furthermore, it mentions: 'Drop one of these handmade bath bombs into a hot relaxing bath for an explosion of colour and essential oils.' this sentence outlines how to use the product while also describing the result it produces. 

the body shop moisturisers

product blurb:

We all know how important it is to stay hydrated, but what about your skin? Our range of skin moisturisers and face creams are formulated to give your skin what it needs to help look and feel its best. Our night and day creams are enriched with a range of naturally inspired ingredients. Try our SPF moisturisers to help keep skin protected all year round. Looking for a face cream for dry skin? Glow big with our Vitamin C Skincare range, now made with 90% natural-origin ingredients. Want to learn how to keep your skin type happy? Read our guide to the best face moisturisers.

analysis:

the purpose of this product blurb is to is to advertise moisturisers for the body shop. firstly, this copy outlines the importance of skin care and is very informative about the benefits of using moisturisers as it states: 'face creams are formulated to give your skin what it needs to help look and feel its best.' this is effective copywriting because is tells the buyer what the product does and uses words such as 'formulated' to sound more scientific. this makes the product sound reliable and sophisticated as science is highly reliable which may persuade the buyer to purchase the product. Additionally, it also mentions that it is made with '90% natural origin ingredients.' this use of statistics boosts the buyers interest rate in the product meaning an increasing likeliness that the buyer will purchase it. it is also very informative as it tells you its made of natural ingredients. 

furthermore, this copy is written in a very creative manner. the copy uses rhetorical questions to persuade the buyer, such as: 'Looking for a face cream for dry skin?' not only does this help persuade the buyer to buy the product but it also informs you what the moisturiser is used for. this is effective because it lets the consumer know when to use the product while also being relatable to people who have problems with dry skin and would need this product. the copy also says: 'Want to learn how to keep your skin type happy?' this is once again a rhetorical question meant to motivate the consumer into buying the product but it also uses personification with the word 'happy' to give the skin emotion almost as if it is a living being that needs to be taken care of like you would take care of a pet. this would further motivate the buyer to purchase the product.

finally, this product is most likely aimed at 40-50 year olds because that is usually the age where your skin starts to become dry which is when someone would utilise this product. I would also make a guess that this product is mainly aimed at females as they are more likely to use skin care products so they can appear more attractive to males.

Harry's Dry scalp 2 in 1 shampoo and conditioner

product blurb:

A holistic approach to healthier scalp

Newsflash: There’s no single root cause for scalp issues. While fungus, let’s say, might be making you flake, someone else might be itching because of oil build up. Unlike traditional anti-dandruff and scalp care products, our gentle 2 in 1s are designed to tackle a multitude of issues, not just the symptoms.

analysis:

the purpose of this product blurb is to advertise Harry's 2 in 1 shampoo and conditioner. firstly, the copy is quite descriptive and informative about the product. it mentions that their 2 in 1's are gentle and designed to tackle a multitude of issues. However, it is quite vague about it, a potential improvement that could have been made would be to list the multitude off issues that it tackles. the blurb as a whole is also quite short which is a good thing because the consumer may not want to read long boring text however some may argue that the blurb being too short is a disadvantage because it doesn't give enough information about the product.

furthermore, this copy is creatively written as the first half of the blurb is written in a very informal manner. it is written like someone is having a conversation with you. this could be to appear more relatable to the consumer and make them feel like that someone is actually talking to them. additionally, they also start the blurb with 'Newsflash:' as if they are presenting on the news. 

Finally, I think this product is targeted at a younger demographic, perhaps teenagers/young adults because that is usually the age where people start getting dandruff and would require a product like this. the fact that half this blurb is written in an informal way suggests it is aimed at younger consumers who would typically speak this way. 

Harry's Blades

product burb:

Our refill cartridges have everything you need for a close shave, including five sharp, German blades and a precision trimmer for those hard-to-reach places. Plus, guys who shave with us four times a week say their eighth shave is as smooth as their first.

analysis:

the purpose of this blurb is to advertise Harry's shaving blades. this copy is very short and brief with only two sentences. this could be effective because it means it is easy to read quickly and efficiently. Firstly, this brief copy is quite informative and descriptive about the product. it mentions that the blades are German and has a precision trimmer for those 'hard-to-reach places'. in the second sentence of the copy they say: 'guys who shave with us four times a week say their eighth shave is as smooth as their first.' this information may persuade the consumer to buy the product as they are describing the shave as smooth. 

furthermore, this copy is not really written in a creative way. its very short and does not make the product sound exciting it just gives us the facts about the product, what it is and why it is efficient not really to much to comment on in a creative sense.

Finally, I believe this product is targeted towards adults specifically men as this is a shaving product and men grow beards that need shaving every so often. not to mention it says in the blurb 'every guy' which excludes females from the target demographic.

Lush bubble bath bars

product blurb:

Looking for the best way to relax? Bathe in a luxury bubble bath with one of our naked self-preserving bars and soak away your worries. If you're feeling cheeky why not treat yourself to a bubble bath set? There's no place like foam.

analysis:

the purpose of this short blurb is to promote lushes product: bubble bath bars. firstly, the copy is quite descriptive about the product. it mentions that they are a way to relax while in the bath but it does not really elaborate on what they do. 

furthermore, this copy is very creatively written. it opens the blurb with a rhetorical question which is a form of emotive language to engage the consumer and persuade them into buying the product. the question itself is: 'Looking for the best way to relax?' this already tells us what the use of the product is. the fact that it is asking us if we are looking for a way to relax implies that the product evokes relaxation otherwise it would not be relevant. it then says: 'Bathe in a luxury bubble bath' the word 'luxury' is associated with the rich and wealthy so the copy is telling us that if we use this product we are going to feel the same treatment as a rich person might. this could further engage the consumer into buying the product because they want to feel like a king in the bath. it then goes on to say: 'soak away your worries.' this metaphor is effective as we soak ourselves when we are in the bath and soak is a way of cleaning ourselves and what do we clean? dirt. this metaphor is comparing our worries to dirt that we simply need to soak away with their product. worries are a negative emotion so this would be effective at persuading the consumer to buy the product. Additionally, it ends the blurb with: 'There's no place like foam.' this is a pun as foam rhymes with home and this is meant to be an edited version of the famous phrase 'there's no place like home'. foam is what is produced in a bubble bath so when they say there's no place like foam, they are basically saying foam is equivalent to a home in the sense of having a bath.

Finally, I believe this products aimed demographic is children because bubble bath is appealing to children and they use words in the copy such as 'cheeky' which is often a word used to describe kids when they are being naughty. 

Blog written by Daniel Hagger.