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A good product description can potentially influcence a customer to buy your products.Evidence from an ecommerce study conducted by Nielsen Norman Group shows that 20% of unsuccessful purchases are due to lack of product information. A product description is used to describe and explain the benefits of your product. In other words, it provides all the information and details of your product on your ecommerce site. Product descriptions are particularly important when you are selling in an e-commerce beauty marketplace like GlamAfric Beauty Shop

An effective product description will boost sales on your site. When customers are well-informed and make a connection to your product, they are more likely to buy your product. In essence, your product description is your sales pitch. It informs the customer just like a salesperson would and it is also one of the final steps consumers take when making a purchase decision.


  1. KNOW YOUR TARGET CUSTOMER: In starting a business, you must have a target audience or customer base in mind. Now with product description put this information into use and think like your target audience. Their lifestyle, age demographic, needs & wants and any piece of information that would influence them to buy your product. Knowing your target customers would allow you to speak to them in a manner that they would understand and in a language they respond to. 
  1. INGREDIENTS & BENEFITS: Don’t just tell us that your product contains vitamin c, tell us why it is important to us and why we need it. Tie the ingredients of your beauty products with their benefits as this gives your potential customers more information and further convinces them why they need it.
  1. CLARITY: We understand that you spent months and even years learning the scientific name for acne is acne vulgaris and you would like to flex your expertise, but it is important that clarity and the ability of your potential customers to understand your product description be taken into consideration. Your potential customers shouldn’t have to do a google search before they understand what you mean.
  1. THE WHY?: Why is your product different from others in the market? Why should we buy it? Why is it better? These are questions that should be answered in a good product description. 
  1. USEAGE:  It is important that you give clear and adequate instructions on how your products should be used to achieve the best results. Also, include when your product should be used and if it is a seasonal product or works best during a particular season, kindly state it as well. 

The era of accountability in the beauty world has been in full effect for a while now. Consumers are no longer being oblivious to the ingredients used in their products and reading those labels thoroughly, with purpose and direction. It is important as beauty brand owners that we see product descriptions as a great way to close the sale. 

Mo’Black Signature product description for their Bloom Face Oil tells a customer all the important information about that product

How to write product description for your beauty products

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