Gadget gains: messaging mastery for at-home beauty device brands

Innovations in at-home beauty devices are the fastest-growing category in beauty. Valued at $60.5 billion worldwide last year and predicted to grow to $236 billion by 2030 - now that’s some serious gadget gains.

LED in beauty is blowing up, with devices like LED face masks (think Scream meets Darth Vader) and handheld devices gaining traction. They’re proving to be a great alternative to more invasive treatments like injectables and work by using specific wavelengths of light to treat the skin.

This emerging category has some serious science behind it, so how can brand owners find a balance of talking tech and relatable language? And, as these devices move to the mainstream, how do marketing teams use copy that cuts as the audience grows overwhelmed with options?

Create copy that captivates:

• Use relatable language: Yes, we’re going to want to hear some of the technicals, mainly for comparisons, but we need to understand what this technology means in terms of how it works and the potential results
• Back up your claims: Let’s see some social proof: testimonials, reviews, expert-approved - copy that adds clout to your claims
• Shout the science: Talk about the clinical trials and research behind the device, but keep it simple, please. BS baffles brains, which only leads to consumer confusion
• Paint the picture:? Ease of use, easy to work into current routine, relaxing benefits as well as dewy, clear skin (where do I buy, like now please?)
• Who's it for?: Describe your customer, talk to their concerns, understand their issues, offer a solution.

Brands I’m loving:

• Ziip Halo from ZIIP Beauty (part of The Beauty Tech Group) : Boldly states on its website: WORLD’S MOST POWERFUL BEAUTY DEVICE.? This audacious, powerful messaging will grab attention. The use of the word powerful can have so many meanings: whether that's the physical power of the device/LEDs or the power of the results it achieves - either way, it's a strong statement that consumers will be drawn to.
• Cutis from @bydrvali: Dr. Vali has an uber cool, experiential centre in Selfridges, London and is an expert and innovator in dermatology, Dr. Vali has all the credentials to back up her range. The brand's video content is beautiful - the only thing I’d like to see more is the results / social proof. Dr. Vali uses the hashtag: newbreedskintechnolgy. While I do like it, I’d love to see the brand riffing more on the innovation and pioneering that the website speaks so well of. What I love about this range is that it is created by Dr. Vali, who is front and centre of the brand - leveraging authority and trust for the consumer.

Not strictly copy advice, but other marketing content notes (you’re welcome):

• Brand extension, anyone?: You’ve got the device, you’re going to need the complimentary lotions and potions - there are huge opportunities for extension and diversification - this is no one-and-done effort. Let’s keep customers in our worlds forever more
• Create a community: Encourage customers to share their experiences, their results.
• PR power: Be in all the gorgeous glossies and bang on the doors of the beauty bloggers, where your audience will be expecting you. Bagging those beauty awards will also be a strong tick in the ‘You versus Your Competitor’ box
• Influencer campaigns: ZIIP Beauty (part of The Beauty Tech Group) have fully felt the sales love since Margot Robbie, Annie Murphy AND Jennifer Anniston are big Ziip Halo fans (you had me at Margot R).

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