Type: Full landing page, Spec-work

Tone: Elegant, science-backed, high-trust

Audience: Beauty-conscious consumers with an interest in clinical skincare

🔸 Hero Section

The Gold Standard for Brighter Skin
Clinically proven. Dermatologically tested.

"Clinically solid and dermatologically tested, our Radiance range ensures a bright and balanced skin tone even for sensitive skin types, all while blocking environmental stressors."

CTA: Choose Radiance.

🔸 Story/Problem Section

You do everything right, but your skin still looks tired.
Pollution, stress, long hours, and sleepless nights silently dull your glow — and there’s no pause button in the modern world.

That’s why we created Radiance.
A powerful serum formulated with 15% L-ascorbic acid, Vitamin E, and Hyaluronic Acid to brighten, rebalance, and shield your skin from daily damage.

Backed by clinical testing and approved by top dermatologists, Radiance is skin science you can trust and a glow you can feel.

🔸 Benefit Section (List Style)

• Restores your glow – 15% Vitamin C visibly brightens dull skin and evens out tone for a radiant complexion.
  
  

• Fades dark spots fast – Targets hyperpigmentation, sun damage, and acne marks.
  
  

• Firms and smooths – Boosts collagen and softens fine lines for a youthful finish.
  
  

• Shields your skin daily – Defends against pollution and UV stress with antioxidant protection.
  
  

• Refines texture – Skin feels instantly smoother, polished, and healthier over time.
  
  

🔸 Testimonials & Press

"This serum is my new daily driver. Leaves my skin feeling soft and plush while giving it the right amount of glow." – Dora Benson
"Aureal's Radiance serum presents an industry leading formulation that safely and effectively provides the benefits of Vitamin C to the skin." – Dr. Alan Turner, MD

As seen in The New York Times, Cosmopolitan, People Magazine

🔸 FAQ (sample)

Q: Can Radiance be used on sensitive skin?
A: Yes, it’s dermatologically tested and safe for even the most sensitive skin types.

Q: How soon can I see results?
A: Most users report visible improvement in tone and brightness within 10–14 days.

FULL ANALYSIS

Project Type: Landing Page Copy
Tone of Voice: Modern, luminous, softly scientific
Deliverables:

• Full landing page copy
  
  

• Brand tone guidelines
  
  

• Testimonials, benefits, FAQ

My Thought Process & Strategy 

For the Aureal Radiance Serum project, my intention was to create an immersive product experience, one that evokes beauty, science, and skin confidence, all while standing tall in the ever-competitive skincare market.

Rather than just listing benefits or relying on overused clean beauty clichés, I wanted to construct a clear brand voice and a copy framework that could flex across digital touchpoints, while still appealing to an intelligent, beauty-conscious audience.

At its core, this was about communicating credibility and desire in equal measure.

Section 1: The Hero Section

Headline:

"The Gold Standard for Brighter Skin
Clinically proven. Dermatologically tested."

I kept the hero line sharp and intentional. Each word is weighty — echoing the serum’s promise.  The words "Gold Standard" were intentionally implemented to play on the brand's name, Aureal, which is derived from "aurum" which is the Latin word for gold.

Subheadline:

"Clinically solid and dermatologically tested, our Radiance range ensures a bright and balanced skin tone even for sensitive skin types, all while blocking environmental stressors."

Here, I established trust upfront. The language is softly scientific — “clinically solid,” “dermatologically tested” — conveying credibility without sounding cold or overly sterile.

Call To Action (CTA):

"Choose Radiance."

Another play on words to envelope the product name with an expected result from the product. This helps to subconsciously register the product and its benefit in the customer's mind while they are making their purchase decision.

Section 2: The Core Pitch

I introduced a deeper emotional hook not just “wanting better skin” but feeling stuck despite doing everything right.

"You do everything right, but your skin still looks tired. Pollution, stress, long hours, and sleepless nights silently dull your glow — and there’s no pause button in the modern world."

This opening sets the empathy-first tone. I’m not selling skincare to someone with “bad habits”, but to someone who cares but feels defeated by modern life. That’s a very real pain point for the skincare audience.

Then I introduced Radiance as a clinically backed, intentional response:

"That’s why we created Radiance. A powerful serum formulated with 15% L-ascorbic acid, Vitamin E, and Hyaluronic Acid to brighten, rebalance, and shield your skin from daily damage.

Backed by clinical testing and approved by top dermatologists, Radiance is skin science you can trust and a glow you can feel."

Everything from ingredient naming to benefits here was anchored in both science and sensuality. I avoided heavy jargon but still respected the intelligence of my reader.

CTA:

"Choose Radiance."

The button copy was designed to feel like a decision aligned with self-care and intention.

Section 3: Benefits

I moved into a high-clarity section using list formatting for accessibility. Each benefit was written with verb-led, results-driven language:

1. "Restores your glow – 15% Vitamin C visibly brightens dull skin and evens out tone for a more radiant, luminous complexion.
   
   

2. Fades dark spots fast – Tackles stubborn hyperpigmentation, sun damage, and acne marks to reveal clearer, more even skin.
   
   

3. Firms and smooths – Boosts natural collagen to reduce fine lines and dullness, leaving skin firmer, fresher, and more youthful.
   
   

4. Shields your skin daily – A powerful antioxidant complex defends against pollution and UV stress to help maintain a healthy barrier.
   
   

5. Refines texture – Skin feels instantly smoother and more polished, with improved tone and touch over time."
   
   

Why this works:

• Clear structure aids skimming
  
  

• Each benefit hits a real skin concern
  
  

• Scientific mechanisms are implied but not overwhelmed
  
  

• I kept the tone elegant and grounded — never hypey or gimmicky

Section 4: Social Proof

Here, I wanted to blend warmth and authority.

• One quote came from a happy customer:
  
  "This serum is my new daily driver. Leaves my skin feeling soft and plush while giving it the right amount of glow." – Dora Benson
  
  

• The other came from a dermatologist, giving a clinical endorsement:
  
  "Aureal's Radiance serum presents an industry leading formulation that safely and effectively provides the benefits of Vitamin C to the skin." – Dr. Alan Turner, MD
  
  

This pairing was intentional as it signals that the product is trusted by both everyday users and professionals, which helps push customers closer to a purchase decision.

Section 5: FAQs

This section was structured around common objections and hesitations, such as:

• Will it work for sensitive skin?
  
  

• How long until I see results?
  
  

• Can I use this with other skincare products?
  
  

Each response was written in a calm, informed, and reassuring tone, supporting the brand’s authority while maintaining customer empathy.

Reflection

This brand was a precise fusion of modern elegance and clinical confidence. With this project, I demonstrated:

• Strategic messaging around product pain points and proof
  
  

• Versatile tone – elegant, but never overblown
  
  

• Balanced structure across emotional appeal and technical benefit
  
  

• Fluency in skincare-specific storytelling with scientific grounding
  
  

In summary, this piece of copywriting was principally about how the product makes the consumer feel in conglomeration with what it does.