Product Descriptions copywriting examples for ecomm & FMCG brands

Olipop

Olipop’s clever sneak diss

Problem-Agitate-Solution has been the dominant copywriting formula since the Mad Men days. Basically, identify a problem, stir the pot, present your product as the answer. We don't like it at all. Which is why we love Olipop's copy.

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Aesop

Aesop’s almost anti-copywriting tone of voice

This copy is about as far from Do Words Good-style copywriting as you can get. It's dense. It's hard to read. (Most copy targets a reading age of 11-ish. This is nearly 17.) And it makes no effort to meet the reader at their level. And yet, Aesop were acquired for $2.5 billion a few years ago. (Yeah, Billion, with a b.) So this copy is here as a reminder (to ourselves as much as anything) that there isn't just one way to write good copy.

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COAT

COAT’s sneaky smart product description

Jack is in a seemingly Sisyphean state of renovating his house. Jack also has a four-legged office mate called Ziggy. No prizes for guessing why this bit of copy got screenshotted. <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]"></p>

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HaloTop

HaloTop’s guilt-free-free messaging

We <em>love </em>it when a brand voice is built around a clear stance on something. And HaloTop's early voice was built around a rejection of the very idea of guilt. Love it.

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Firebox

Firebox demonstrating why they’re the OG of product descriptions

Firebox have been on our copy crush list since we first started typing. And with product descriptions like this, can you blame us? (PS. We're off to order a toilet piano.)

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Fussy

Fussy’s super clever TOV shifts

Product descriptions are one of those bits of copy that doesn't get enough love. But Fussy absolutely nail them in literally like 30 words or so. Straight in the swipe file. PS. Excuse our super shoddy graphic design skills putting these together. We're copywriters, not graphic designers, alright?

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Chubbies

Chubbies’ on-brand product descriptions

You hear about Innocent and Oatly all the time, but Chubbies have been one of the unsung heroes of the brand voice game for a while. (Maybe not in the US, but in the UK, they're not even in the conversation. Which is a shame. So we're including them here to give them their flowers.)

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Hexclad

Hexclad’s really clever product description trick

This is one of those subtle bits of copy that hides just how clever it is. You see, while you've probably heard the phrase "sell benefits, not features" a thousand times, there are times you <em>should </em>lead with features. <strong>For example:</strong> 👉 When you’re selling a product that you know customers are thinking about very logically (like-for-like shopping, feature comparisons, etc…) 👉 When you’re selling a product to customers that are very category or product aware 👉 When your audience isn’t one audience at all, but a mix of customers across the stages of awareness all landing on the same page 👉 When your product has a technical side that <em>properly</em> <em>matters</em> (and that skipping would make you look vague or fluffy) All of those situations are proven to require differing degrees of leading with the features. In fact, decades of research shows that prior knowledge of your product or category fundamentally<em> </em>changes how people process information about your product and make buying decisions. <a href="https://journals.sagepub.com/doi/10.1509/jmkr.47.2.301" target="_blank" rel="noreferrer noopener"><strong>TLDR: </strong>studies show that the more category knowledge customers have, the more they rely on specs and features over benefits.</a> Put another way, some customers are scanning for specs to <em>validate</em> a decision to buy your product, while others are searching for language that helps them <em>imagine</em> using it before they start to justify and validate and buy. And Hexclad's super smart product description manages to balance that perfectly with just a few three-word phrases: "so you can" and "to help you".

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Palace

Palace’s *very* on-brand product descriptions

We mean, how can you not love everything about this? This is a £528 Gore-Tex parka. And the <em>entire</em> product description is: <em>JACKET POTATOES > JACKETS. </em> Just so, so good.

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