Analysing copy in product Blurbs
HARRY'S
https://www.harrys.com/en/gb/products/the-truman-set/?selected=12331334
Harry's displays their brand name throughout their products. But does not include it in their description (blurb). Reasons for this could conclude that the brand doesn't want to over-market its products. This has been done to avoid coming across as tacky, which potentially could disinterest shoppers.
Where the Brand is labelled, it has been done to create brand awareness and increase brand preference. This conveys that he razer market could be highly competitive.
Is it all that descriptive?
The vocabulary used is innovative and goes beyond the needs of your average product. Such as using 5 blades instead of your average 2-blade razer and using illustrative vocabulary to describe the product such as precision and rich. These adjectives give prominence to the significance of the one-of-a-kind product.
How has it been written?
The Description is rather simplistic to read and understand. However, does display an informative response for such a straightforward product. It has purposely been done to entice more customers since it requires little effort to read.
Who is its target audience?
The colour scheme of the product is navy blue, an orange and touches of pale blue. Pale Blue is stereotypically associated with young males and dark Blue being Men. The target audience for this product is likely to be those who have gone through puberty. After all, it's cutting and maintaining facial hair.
Overall is it effective?
To top things off, they have glamorised and charmed the package calling it 'one handsome box'. Using humour like this embraces masculinity and gives a very wholesome feel. This in my perspective demonstrates its effectiveness on me. However, others have also talked about its impact on them through the description. For example, 'I never knew that there was a travel cover.'
THE BODY SHOP
The description of the products is more informative than most. It contains not only a description of what the product does but also where its ingredients was sourced from and the communities it supports in the process. This is a pleasurable insight into the creation process and establishes a trust worthy reputation.
Similarly, it follows a simplistic format. It aims to increase sales by diverting empathy & satisfaction onto its customers; who now know because of the description they are supporting communities where work opportunities are limited. Therefore someone like me could be Margilistic (willing to pay extra).
Those who fit the subscription of the product are to be the target audience. But does identify with women farmers. This however does not necessarily mean it is limited to one sex as the title of the blurb is addressed as 'you'.
Overall the effectiveness of the blurb is valid because it is situated next to the product and is completely optional to read, giving freedom to the browse. Argumentatively, though the blurb could have been the first thing to pop up on the screen making it more unavoidable to read. This could increase its effectiveness. However, could decrease customers online.
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