3 Potent Product Descriptions and Why They Work

Optimized product descriptions are a must to convert customers and prevent shoppers from looking for similar products elsewhere. Here, we share three examples of potent product descriptions using three parts of the product description puzzle to help you finesse your approach.


1) Dr. Squatch Fresh Falls Face Wash

Having a unique brand voice

The Dr. Squatch brand prides itself on using humorous advertising and language to describe its products. You can get a sense of their humor through their company name, and they remain true to that humor and brand image with their approach to product descriptions. How? By using a unique brand voice. For example, there is no doubt in their target’s mind what AF stands for. For those who wouldn’t get it, it’s all for the best, as it keeps the brand intact by avoiding offending anyone. It’s a win-win.

Once they capture your attention, they get into the product details with a no-nonsense approach that is straight to the point, highlighting the key selling points of their face wash. While the title ties in with the feeling their product provides, they hit their ingredients with brief but informative points.

After they’ve sparked curiosity

They speak to the benefits of each ingredient with antioxidant-rich exfoliant green coffee beans and hydrating aloe vera.

In effect, the brand throws in an aspirational line for good measure using ‘Transports you to a mountain waterfall.’ This circles back to the product name, Fresh Falls Face Wash, yet might even have a hint of tongue-in-cheek sarcasm poking fun at brands that take themselves too seriously.

Dr. Squatch also avoids getting too technical yet doesn’t shy away from the details that set their product apart. This ensures they showcase their knowledge and commitment to quality. Despite their humorous approach, they still need to take their products seriously.

They use terms that resonate with ‘manscapers‘ and customers who care about quality and their health, such as “dermatologist-tested” and “free of parabens, sulphates, and phthalates.” As a result, they strike the perfect balance between building their relatively new brand with a unique brand voice and maintaining a level of professionalism to build trust.

2) Apple Watch Series 8

Getting to the point

Because we all know Apple, their product descriptions might not seem as important as a lesser-known brand trying to establish itself like Dr. Squatch. However, they choose to maintain that ongoing drumbeat of brand recognition and use their global presence to offer extremely confident product descriptions.

They get to the point, using their brand confidence and going so far as to call their product an “essential companion.” The point is that Apple knows it’s a highly established brand, so they can afford to go straight to the basics with a concise and direct product description.

Could you get away with that? Yes! Conciseness isn’t limited to brands like Apple. You need to have that same confidence to help your brand stand out from established brands like Apple. Even if you aren’t a tech company, you need to focus on the features your competitors don’t have and call attention to them with confidence.

Confidence enables you to avoid that hyper level where shoppers get an uncomfortable feeling you’re overselling. On the other hand, getting to the point with confident product descriptions makes people feel comfortable with your brand. Just avoid arrogance which comes across as disingenuous, a real brand turn-off for shoppers who demand authenticity.

3) Lululemon Commission Slim-Fit Pant 32″

Speaking to your audience

That brings us to part three of the puzzle: Speaking to your audience. The immediate “why” and “we” in the title of this Lululemon product description are meant to disarm customers. It’s like they’re not only speaking to the customer but actually hearing the question in their customer’s head. They use terms like “Your daily agenda,” which is quite broad, so that regardless of what that day might entail, the pants have the customer covered and people feel tailored to.

Lululemon builds on their brand’s “ABC” technology, a term not everyone would recognize as an acronym for anti-ball crushing, speaking to the one thing this brand has down pat – comfort. They back up that claim with “Sweat-Breaking, Breathable – and Really Comfy” so customers get the feeling the brand created a technology to make the best pants they could for customers who identify with that type of discomfort.

These product descriptions show you the three pieces of the ideal product description:

  1. Establishing your unique brand
  2. Getting to the point with confidence, and
  3. Speaking to your audience

Each brand infuses humor, suitable language, professional tone, confidence, concision, and a touch of personalization to really sell their products.

If you want to learn more about optimizing your product descriptions with a powerful PIM, reach out to the experts at Pimberly to set up a free demo.