Creating product copy that fits with what makes a brand special.


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The project.

facetheory Logo

facetheory helps people build a skincare routine that’s as unique as their skin. Quality products. Ethical formulation. Carefully-selected ingredients. I worked with the company to develop a tone of voice and product copy style that captured that identity by putting ingredients in the spotlight.

The copy (extract).

Avocado Oil
From anti-ageing to hydration, avocado oil has it all. With antioxidants, vitamin C, and vitamin E, it’s everything you need to soothe irritation and slow the signs of ageing.

Aloe Vera
Say hallelujah for aloe vera. It’s an antibacterial and anti-inflammatory in one, great for soothing sore patches, relaxing spots, and providing protection from harsh UV rays.

Coconut Oil
Coconut oil’s been putting an end to acne for years. As it coats your skin, it reduces inflammation, cuts the risk of microbial infection, and leaves your skin soft and healthy.

Silk Protein
Silk protein’s the secret to silky-soft skin, helping you retain moisture all day long.

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