Feel Beautiful Inside and Out

A Copywriting Campaign for the Soapy Gnome

Product Listing

Feel beautiful inside and out this Mother’s Day!

Treat that special mother figure in your life, be it your mom, your partner, or yourself!

Enjoy the equivalent of curling up with a warm cup of tea with the Bergamot White Tea Soap.

Better yet, take a warm shower (a rare moment of privacy as a mom, if you’re lucky!) with the Bergamot White Tea Shower Steamer.

After that shower, savor the exfoliation of the Bergamot White Tea Sugar Scrub.

Self care starts with feeling good about yourself. Take those first baby steps towards feeling good in your own skin!

Bundle Includes:

Bergamot & White Tea Body Soap
Mini Bergamot Sugar Scrub
Bergamot Shower Steamer
Sticker
Gnome Figurine
Soap Net
Mother's Day Card
Gift Wrapped

Email

Subject Line Option 1: Feel Beautiful Inside and Out This Mother’s Day

Subject Line Option 2: Gift Yourself an Unforgettably Cozy Mother’s Day

Subject Line Option 3: Don’t Wait for Someone Else to Get Your Mother’s Day Gift! Get It Yourself!

Preview text: Pamper YOURSELF this Mother’s Day

Body:

Loving yourself can be hard, especially if you’re a parent.

Feeling good in your own skin starts with a cozy shower.

This Mother’s Day, pamper YOURSELF with our Bergamot Mother’s Day Bundle!

Blog Post

Feel Beautiful Inside and Out this Mother’s Day

As a human, it’s hard to feel good about yourself. As a parent, it’s even harder.

You feel like you need to:

Look a certain way,

Act a certain way,

Parent a certain way,

All the while just trying to keep your kid from tearing the house apart.

Self confidence starts with self care, and what better way to care for yourself than to enjoy the equivalent of curling up with a warm cup of tea with the Bergamont White Tea Soap?

Better yet, take a warm shower (a rare moment of privacy as a mom, if you’re lucky!) with the Bergamot White Tea Shower Steamer. After that shower, savor the exfoliation of the Bergamot White Tea Sugar Scrub.

This Mother’s Day, treat that special mother figure in your life, whether it be your mom, your partner, or yourself with the Bergamot Mother’s Day Bundle!

The bundle includes the Bergamot soap, shower steamer, and sugar scrub, as well as a Mother’s Day card, a lovely sticker, a soap net for soap longevity, and a cheerful gnome figurine.

[Buy now button]

TikTok Video/TV Ad Script

Preparation

I began by following a looser version of the Storybrand framework proposed by Donald Miller. Below is what I first came up with on my own.

Character

A mom with allergies

What does she want?

To be pampered

Problem

Body products either are too overwhelming and make her sneeze or don’t smell at all, and the ones that are in between are too intimidatingly hipster

Guide

Soapy Gnome

Empathy: It’s hard to be a parent, and especially harder to find the just right product.

Plan

Come to SG to smell each smell, AND AND AND palette cleanse your sniffer with provided coffee beans. Kids love it too, with children’s soap, bath bombs, and a gentle kid’s section

Call to Action

Be pampered at SG, a down to earth experience

Outcome

Success: Mom is able to feel pampered
Identity Change: From tired mom to down to earth energized, fun loving mom

After showing this breakdown to the owner, she asked for a few changes, including not competing with other experiences and emphasizing the checkout experience when possible.

Fun fact, until I had this conversation with the owner, she was approaching marketing with the problem being “you need to feel good in your own skin.” I pointed out that this is a solution, not a problem, and she realized that that is what she has been missing in her marketing! Now, as reflected in this campaign, her problem she is solving is “people don’t feel good about themselves.”

Below is my adjusted breakdown, which I used for the actual campaign.