ISLAND SKINCARE

THE BRAND:

ISLAND SKINCARE

WEB COPY // BRAND MESSAGING

THE VOICE: DIRECT, No bs // FRIENDLY // PLAYFUL

BRAND ARCHETYPE: THE CREATOR

 

THE DIFFrentiator:

Island Skincare (ISC) stands at the forefront of natural beauty innovation, meticulously crafting small-batch, proprietary botanical formulations with scientific precision in their beachfront lab in Newfoundland, Canada. Their devotion to sustainability shines through their plastic-free packaging and a curated selection of hand-forged and high-performance ingredients.

Embracing a ‘less is more’ philosophy, Island Skincare empowers its customers to indulge in a streamlined self-care ritual that’s as luxurious and intuitive as it is effective. The result? Radiant skin and renewed confidence that envelop you from head to toe.

THE WHY:

To encourage women to prioritize themselves through simplistic yet effective self-care rituals with rare, 100% natural skincare and beauty products, formulated with a science-first approach.

THE GOALs:

  1. To become the brand known locally for quality—in both ingredients and results

  2. To empower women to feel deserving of self-care rituals through our cohesive messaging and copy strategy

  3. Avoid over-used “science-backed green beauty” or “all natural” messaging and stand out with their *own* message

 
woman rubbing skincare on her hands
woman's face close up, putting serum on her face

The Brand Positioning statement

“Where gorgeous skin is second nature”

“Where gorgeous skin is second nature” is more than a statement—it’s a promise. This brand positioning embodies Island Skincare’s dedication to not only simplify effective skincare but also empower women to prioritize and pamper themselves.

Woman looking at a skincare jar, about to put some skincare on her body

“I have worked with several designers, copywriters and larger marketing firms over the last 20 years. Hollie’s work is impeccable and she delivered the project ahead of schedule. I am absolutely blown away by her attention to detail. I can picture the new website with her magical copy!”

-Lisa Walsh, Founder, Island Skincare

THE WHY BEHIND THE WORDS

Why this statement worked in tandem with ISC’s goals:

1. QUALITY: ISC is all about top-notch ingredients and results. “Gorgeous skin” is the obvious benefit of their skincare products—telling them WHY they should care about natural and quality ingredients. It’s a subtle nod to the brand’s commitment to excellence, resonating particularly with an audience who value authenticity and quality in their skincare.

2. EMPOWERMENT: The goal was to make women feel deserving of self-care. By framing gorgeous skin as 'second nature,' I wanted to convey that self-care isn’t a luxury; it’s a natural, deserved part of their daily routine. This messaging strategy doesn’t just sell a product but promotes a lifestyle where self-care is both necessary and deserved.

3. UNIQUE MESSAGING: In a world where "science-backed" and "all-natural" are overused to the point of cliché, ISC needed a fresh narrative. This statement steers clear of these common tropes. It offers something more – a promise of effortless beauty and self-empowerment. This isn’t *just* about using natural ingredients, it’s about a transformative experience that feels as innate as nature itself.

Woman sitting on a chair with a face mask on, taking a selfie

MEMORABLE SNIPPETS

MEMORABLE SNIPPETS

  • "Effortless rituals, exceptional results"

  • "Nature's bounty, nurtured by science"

  • "From land to lab to luminous skin"

  • "From seed to skin—we know skincare"

  • "Always thinking outside the (plastic-free) box"

more WORDS FROM ISC’S WEBSITE

Self-care doesn’t have to feel selfish

Imagine a world where you take dedicated moments to escape, unwind and rejuvenate—without the guilt. It’s time to normalize taking care of yourself because everyone deserves to feel good in their skin. And that’s exactly what we’re here to help you do. 

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CIRA NUTRITION // WEB COPY