Copy from Anatomicals’ Body Lotion Bottle

I’ve seen a trend. A British one.

Hip British brands — whatever you’re doing — don’t stop.

This whole website is cheeky. DTC physical product folks: take notes.

Packaging is the perfect place to deliver some charming copy.

Especially if it’s hygiene/beauty related. What, you’ve never read the back of a shampoo bottle while on the throne?

• The idea/emotion: “Yeah, it’s rough. But this might help.”

• The joke is at the reader’s expense — but it’s with a soft shoulder punch.

• 0 focus on features, 100% focus on benefits.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].