The brief:
Chifure is a cosmetics company from Tokyo, Japan, focused on quality ingredients at affordable prices. The company approached us to completely renew its global website from scratch with the goal of reaching a wider, global audience, beyond Japan.
The challenge: Find the perfect balance of catchy, informative language, showcasing both Chifure’s insistence on high-quality ingredients and its affordable pricing models.
My role:
I was tasked with copywriting for the headlines, microcopy, CTAs, and FAQ pages as well as the content strategy in the form of on-going blogs and articles. I pulled the readers in with a direct, straight-forward approach highlighting the reliability and boldness of the brand. Then, I followed up with technical information about high-quality ingredients to back up the claim that Chifure, while affordable, can compete with cosmetics brands selling products at a much higher price point.
Highlights:
The headlines needed bite. I had to catch the readers’ eyes with direct questions, and statements of purpose, that would solidify for global consumers Chifure’s identity as high-quality, affordable, and uncompromising on quality. A commitment to quality upheld not only in the ingredients but also in the meticulous manufacturing process, performed solely in Japan.
*The blogs and articles featured on the site contain beauty tips and tricks to educate and inform readers about the best ways to get the most out of their cosmetics and skincare products.
