SIMPLE SKINCARE
Simple skin health check
Company Profile:
Simple is the UK’s No. 1 Facial Beauty brand, offering gentle skincare products without artificial fragrances, harsh chemicals or added colours.
Deliverables:
In 2008, I worked with Ideology on the Simple Skincare website, as part of a wider ‘Goodness’ campaign. I created the copy for a brand new Simple skin health check section, which encouraged women to find out more about lifestyle and skin health. I wrote the questions and created skin care advice sections, along with information about different skin types and specific conditions. These formed a database that was used to create a personal skin care analysis, offering lifestyle tips and a selection of suitable Simple products for each user.
Strategy:
Ideology had a comprehensive brief from Simple, with the brand voice being at the forefront. ‘Kindness’ was the key, the tone of the Simple skin health check had to be welcoming, friendly and promote the brand’s ‘kind to skin’ feel. Simple wanted to create an interactive, welcoming space that would attract women to become VIP members and take the skincare health check.
I met with Simple and Ideology at key stages during the project. I then created the copy in logical order, using the project map provided by the team at Ideology, who worked in tandem with Rocktime on the functionality of the new website.
It was a fun project, and my experience in health and beauty journalism was key in helping me to devise on-brand, realistic and useful copy that matched the desired tone.
According to Rocktime, when Simple commissioned the projects they were the 4th largest skincare brand in the UK. They went on to overtake both Nivea and L’Oréal to become No.2 skincare brand (by value ) and No.1 (by units). The project was featured in Vogue.