Content Strategy, Content Management, Copywriting: Dove
Much like ultra caring gentle skincare regimens, there was much more to this project than meets the eye. In fact, this ended up being about 75% content management and only 25% copywriting. That's because we needed three unique sets of copy for each market: the United Kingdom, the United States, and Brazil. Each market had different rules for dermatologist- and clinical-testing claims as well as subtle changes to language and spelling (e.g. UK moisturise versus US moisturize, UK whist versus US while). Passing off a multi-page spreadsheet of content to developers working an ocean away also meant that everything had to be as clear and precise as possible. 
Beyond product descriptions and legal hurdles, pairing products for potential regimens and integrating content such as videos and testimonials added an extra layer of information to help visitors feel more comfortable and better understand product benefits and uses. The product line never took off in the US but seem to still be going strong abroad. 
Content Strategy, Content Management, Copywriting: Dove
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Content Strategy, Content Management, Copywriting: Dove

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Published:

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