Features vs. Benefits in Beauty Copywriting

One of the cornerstones of marketing copy, whether eCommerce, email, print, or social media, is the inclusion of features and benefits within product descriptions. At their core, product descriptions deliver essential information to potential buyers that will ultimately inform their purchase decision. They also provide an opportunity to build brand identity, establish trust, and differentiate a product from its competitors, with the ultimate goal being to sell.

While features and benefits fulfill specific needs across applications, I am a firm believer that blending the two leaves the reader with the best impression of a brand and its products. It’s wise to think of them as sitting opposite on a sliding scale and depending on the type of industry you’re writing for, adjusting your copy to be closer or further to the applicable side. To break this down further, we’ll analyze the purpose of both elements. 

The Role of Features

Product features can serve many and multiple purposes, some of which include solving a problem, satisfying a need, or accentuating details. In copy, they are used to communicate the essence of a product in a succinct, matter-of-fact manner. For example, when writing about beauty products, this is the perfect place to describe ingredients, formula makeup, or the application method of a product. For example, a moisturizer could highlight its hyaluronic acid content and non-greasy formula.

The Power of Benefits

With the foundation of features to stand on, benefits further enhance product features by speaking directly to customers. They explain how the product can improve a condition, how it aligns with the buyers’ values, or simply how it can foster joy. For example, describing how a new sunscreen not only offers UV protection but also gives skin a shimmery, golden glow when applied. Here, the language used is specifically tailored to your customers’ aspirations in order to capture them. As studies have shown that emotions have a large influence on purchase decisions¹, this is a place where creativity can thrive. So play off of those emotions and make your target audience feel something, like in the example below:

Introducing our newest product, Brighter Days Body Lotion. Its SPF 50 formula and lightweight, slightly glittery finish leave your skin silky smooth. Now you can enjoy long days at the beach feeling protected and looking like a glowing goddess!

Long-form, short-form, or anywhere in-between, by mastering the art of combining features and benefits in your product descriptions, you can captivate your target market, build trust, and ultimately drive purchase decisions with compelling, emotion-driven copy.

With love and a writer’s block cure,
Isabelle

Sources:
Chierotti, L. (2018, Mar 26). “Harvard Professor Says 95 of Purchasing Decisions are Subconscious.” INC. https://www.inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html
Mastropierro, C. “Features vs Benefits Copywriting Explained With Examples.” Carmine Mastropierro. https://carminemastropierro.com/features-vs-benefits-copywriting/#What_are_Product_Features