Evian Affinity by Johnson & Johnson
I collaborated with Evian’s agency to develop the creative concept and copywriting for the product launch of Evian’s skincare line in the UK market. This writing sample is from a series of advertorials based on the tagline “Made with pure Evian water from the French Alps”. British consumers are familiar with Evian water, which is perceived as a premium product, so this was an important factor to emphasize in the text.
The scientific research referenced in the text came from dermatological studies conducted at the University of California at Berkeley. I read these studies before writing the text to gain a better understanding of the intersection between the research and the product messaging.
Consumer sensitivity to the environment was also an important issue, hence a focus on environmentally-friendly and practical packaging.
Headline: Healthy skin requires air, water and nutrients
Affinity’s gentle, hypoallergenic cremes contain an energising cocktail of hydrating and nutritive ingredients. Scientific research proves that Evian water works synergistically with these active ingredients. Your skin will relish the rejuvenating and age-defying nutrients!
- Delicate, easily absorbed texture gives your skin a fresh, smooth feel whilst allowing it to breathe – no clogged pores or greasy feel
- Subtle floral fragrances inspired by nature
- Innovative and eco-friendly packaging ensures product purity, but is friendly to our planet
- Practical zip-lock closure enables you to re-use the product pack as a cosmetic bag or travel sac.
Text continues….
