A visually engaging eyelash box might capture customers’ attention, but it’s the copy on the packaging that ultimately seals the deal.
Unfortunately, a lot of cosmetic brands fail to comprehend the significance of good copy. The best one can expect from them is to carve beautiful custom eyelash boxes. One of the key reasons for overlooking the packaging copy is lack of awareness. Many marketing managers and cosmetic brand owners don’t know how quality copy converts onlookers into customers by encouraging them to make the leap and purchase the product.
Packaging experts, too, have stressed that packaging copy can dramatically boost sales. But to what extent does eyelash box packaging drive the decision to buy the cosmetic product? Especially when it comes to the high-end beauty market, how compelling copy sways customers?
To find out how persuasive copy motivates consumers’ purchase behavior, here we have outlined a few essential pointers.
Good Copy Means Goof First Impression
Most shoppers form their first impressions about a brand or product from the copy on the packaging. And cosmetic brands aren’t an exception. For instance, the copy on an eyelash box tells potential customers how long her false lashes will be with this mascara, how sexier they’ll look, and whether the ingredients of the product will be alright for their skin.
With so many cosmetic brands looking to gain space on the retail shelves and vying for customers’ attention, engaging packaging copy can work wonders in conveying your brand’s identity in a limited amount of time and space.
However, creating engaging and accurate copy requires time, but it’s worth the time and effort. If the copy fails to convince the customers, your sales aren’t going anywhere near the desired goal. It should be enthralling and consistent enough that your target audience would want to buy more, and your sales will climb up.
Sync Up All the Teams that are Involved in the Process
To ensure you get an accurate and engaging copy every time, make sure all players at the manufacturing level can easily collaborate and communicate with one another over verifying the content.
Generally, there are at least four departments that are involved in composing the content for cosmetic products. Then there is another department that is responsible for verifying the content before the lashes are shipped to the distributor partners.
The copy is the backbone of marketing because it helps drive the sales of the product. However, it sees numerous changes as new developments, technical aspects, and R&D make several changes in it before realizing the final version. Because eyelash boxes must boast the latest information, and it can only happen when all the teams are on the same page.
Of course, you can trace the inconsistencies in communication, but the consequences of these errors can prove detrimental. Because poor copy means your distributors can refuse to sell the eyelash extensions until the content isn’t fixed. Resultantly, you can lose sales and strain your relationship with the distributor partners.
How to Overcome this Problem?
The best way out would be to have a centralized place for product content that enable multiple teams to edit and collaborate on the content. If your technical team has made some changes in the copy, all the other parties will be able to see the updates instantly. More importantly, your packaging partner can put the info on the eyelash boxes with confidence, knowing that its latest edit is the most accurate version of the copy that is available now.
If your brand accomplishes this goal, chances are you won’t lose more distributor partners and sales. In fact, you will be able to convert and engage more new customers.