Talk about immersing yourself in your work: This project required me to sample body lotion, bath salts and natural soaps. [Hey, it’s all about the research.]
I worked with interactive agency Signal US on a complete overhaul of the Hugo Naturals website. The company was founded by Hugo and Debra Saaveda, who wanted to provide pure, all-natural body care products made from sustainably sourced ingredients. They take a culinary approach to their products, mixing up small batches and selling at farmers’ markets, Whole Foods and other retailers.
Their old e-commerce site needed to be updated with all-new product descriptions for about 200 SKUs. I developed a list of brand vocabulary and SEO-friendly keywords to inform the writing. My colleagues at Signal US wanted the copy to be richly descriptive, to support the brand’s pure and natural positioning and to convey the sensual experience of using these luxury products.
The redesigned website—with SEO-friendly product copy, gorgeous lifestyle photography and an improved e-commerce platform—immediately netted a 36% spike in traffic and longer site visits compared to the previous version.
Here’s a sample product description from the website:
Treat yourself to a refreshing soak in a steaming tub full of richly foaming bubbles, creating a luxurious spa experience right in your own bath. Our handcrafted, all-natural Bath Salts blend mineral-rich rare Himalayan Pink Salt and Dead Sea Salt with pure botanical extracts to reduce tension, ease muscle soreness, soften skin and leave you feeling delicious. Our 100% natural Fizzy Bath Bombs are infused with pure Sweet Almond oil and nutrition-quality Vitamin E to moisturize, soothe and condition skin while you relax. Pure botanical extracts infuse energizing, herbal, floral and fruity fragrances and leave your skin gently perfumed after you towel off. Pure ingredients and pure indulgence!
