A skincare homepage that stopped explaining and started selling.
A clean-skincare brand with great products and a homepage that read like an ingredient label. Lots of traffic from paid social, not enough of it converting.
The copy led with chemistry, not with the customer. Visitors had to do the work of figuring out why any of it mattered to them. The brand sounded clinical when its fans were anything but.
I read 600+ reviews and ran five customer interviews. The pattern was loud: people didn’t want “clinically formulated actives” — they wanted to stop guessing. So we led with the relief, not the lab.
What we actually wrote.
A few lines from the project — the flat version struck out, the sharper version in its place.
Same credibility, half the words, twice the warmth.
“Margaux found the sentence our whole brand was missing. We’d been saying it wrong for two years.”Priya N. — Founder, Lumen (DTC skincare)
Keep reading.
Brand Messaging & Voice GuideRepositioning a “project tool” into the thing teams couldn’t live without.
Launch & Email SequencesA welcome flow people actually finished — and bought from.
Website & Landing-Page CopyMoney copy that respects the reader’s intelligence — and anxiety.
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Sample copy, clients & metrics on this page are illustrative — representative of Margaux’s engagements, anonymized and rounded.