Story Writing Guidelines

[The Content Director’s Formula for Success] Beauty

와디즈

2023.01.23

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Make them look forward to the changes they’ll experience after using your product
Make them look forward to the benefits of the ingredients
You must comply with advertising review standards

The key to a beauty story is “anticipation.”

Whether you’ve launched a project in the beauty category on wadiz or are currently preparing to do so, you’ll hear the same sentiment from everyone: beauty stories are difficult to write due to the government’s advertising review regulations*.

What are advertising review regulations?
This is a general term that encompasses the various standards that must be followed when advertising cosmetics,, this term refers to the comprehensive set of standards that must be followed when advertising cosmetics.

But that’s not the core of a beauty story. A beauty story needs to spark supporters’ anticipation and captivate them with the thought, “I want to look like that too!”

I’m going to show you how to write a beauty story that captivates supporters without making empty promises. Once you get the hang of it, you can use it not only on wadiz but also on SmartStore, your own online store, and more, so pay close attention.

Rule #1: Make them anticipate the changes they’ll see after use

Supporters who participate in projects for cosmetics or beauty devices all share the same desire: “I want to be a better version of myself than I am now.” “You must clearly demonstrate in your product page (story) that your product can deliver this “better outcome”in the product details page (Story), and there are two ways to do this.

First, present clinical trial results.

Supporters are more likely to trust you when you say, “Using our product reduces pore volume by up to 82%,” rather than simply, “Using our product improves your skin.”

If you’ve conducted clinical trials with the official product launch in mind, present the results alongside graphs to help visualize the data. Graphs act as a kind of “cooking process” that helps even non-expert supporters easily understand the information. Remember that simply inserting the test results into your Story is like serving raw ingredients to a guest before even starting to cook.

Second, paint a picture of how daily life will change.

It’s okay if you don’t have clinical trial results. You can still vividly depict the changes that will appear in daily life as a result of achieving better skin condition than you have now.

For example, to illustrate the change of “no longer needing to apply body lotion,” you could suggest various activities you can do with the time you used to spend applying body lotion. Simply by using the maker’s product instead of body lotion , you’ve depicteda change that “enriches my daily life.”

Furthermore, simply showing the changes your productwill bring to the skin through photos that comply with advertising review regulations is enough to promise a change in daily life. Therefore, I recommend analyzing at least 10 successful projects or product detail pages from similar product categories.

Browse successful projects on wadiz that succeeded without clinical trial results (Click to go to the project)

Criterion 2: Build Anticipation for High-Quality Ingredients

No matter how delicious a dish looks, you won’t want to eat it if you know it’s made with spoiled ingredients. The same goes for beauty products. Even if a product promises dramatic results, those results must be rooted in high-quality ingredients.

Therefore, your Story needs to explain each ingredient you’ve used.You don’t have to explain every single ingredient—it’s enough to highlight no more than five key ones.

However, simply stating, “We used ingredient X,” isn’t enough. You must explain why you chose that ingredient, how it works on the skin, and how it synergizes with other ingredients to produce enhanced results.

Criterion 3: You must comply with advertising review regulations

Do you know the exact definition of “cosmetics”? While answers may vary from person to person, South Korea’s Cosmetics Act defines them as follows:

Cosmetics Act, Article 2 (Definitions)
Paragraph 1: “Cosmetics” refers to products applied to the human body by rubbing, spraying, or similar methods to cleanse and beautify the body, enhance attractiveness, brighten one’s appearance, or maintain and improve the health of the skin and hair, provided that their effects on the human body are minor. However, products falling under the definition of “medicines” as specified in Article 2, Item 4 of the Pharmaceutical Affairs Act are excluded.

Cosmetics are defined as products that are not pharmaceuticals and have only a mild effect. Therefore, not only in wadiz Stories but also on all product detail pages intended for advertising , youcannot make claims about alleviating skin conditions such as breakouts or wounds, norcan you promise to improve symptoms associated with diseases.

It’s truly disappointing to have to set aside a product you’ve developed with such care over a long period, but please remember that by focusing on the guidelines and success stories we’ve reviewed, you can still generate a strong response from your supporters.

In today’s highly competitive beauty market, focus on telling your own unique Story.

South Korea’s cosmetic technology is recognized worldwide for its high standards. In fact, focusing solely on “functions and effects” might prevent you from differentiating your product from others.

Additionally, since cosmetics can be purchased immediately at brick-and-mortar stores even on the way home from work, the more you prepare your project, the more important it is to stimulate your supporters’ anticipation by clearly explaining “why they should wait.”

“I want to be like that!” doesn’t just mean “I want skin as good as that model’s!”—

I want to enjoy a daily life free from skin worries, too
I want to have a little more leisure in my busy mornings
I want to try products made with care using honest ingredients

—it can promise a truly wide range of expectations. If you start crafting your Story by considering what kind of transformation your product can actually promise to supporters, you’ll be able to create a project that captivates them and draws them in.

Written by Choi Hong-hee; Planned and Edited by Choi Hong-hee

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