InstaNatural Skincare

Product Copy - Web

In 2016, InstaNatural completely overhauled its branding with the help of new brand development, marketing, and product development teams. My role was to help make the products as accessible and understandable as possible, even given the innovative and potentially unfamiliar formulas used to achieve the company’s goal of natural skincare.

The previous branding approached products as individual sales opportunities rather than a suite of skincare with varying components that could complement one another. Our customers wanted routines, not just products. Our new approach categorized each product based on categories such as skin type (dry, oily, etc.) and skin concern (acne, anti-aging, etc.). Therefore, the messaging surrounding those products also needed to be changed, including all web copy.

I worked with the Director of Brand Development to determine where each product would live in that taxonomy, translating her expertise on routines and ingredients into web copy that allowed users to search and sort by product type, skin type, or skin concern. Each product page was given a brief description as well as a lengthier description with lists of what the product is “perfect for.”

Product Packaging Copy

A major part of the rebranding included creating an entirely new packaging design. I worked closely with graphic designers to determine how much space was needed for copy (instructions, ingredients, etc.) and where it could be placed for product display purposes.

Because so much of InstaNatural’s brand promise revolves around its ingredients, we continued highlighting a few key ingredients on the front of the packaging while cleaning up the rest of the design to let that text breathe on the label. We also included taxonomy labels (anti-aging, acne, etc.) at the top of each product for easy identification outside of the web context.

For added brand presence, the graphic design team and I decided to print inspirational quotes or phrases on the inside flap of each box for the newly branded products. Before, it was a blank panel. Now, it’s a reminder of why the customers chose InstaNatural in the first place, and hopefully brings them back for more.

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