ERIN ESSENCE
ERIN ESSENCE
INDUSTRY - Candles / E-Commerce
LOCATION - Sydney, Australia
SERVICE - Website Copywriting, Website Copywriting VIP Day, Product Descriptions
Each Erin Essence item is carefully crafted to transport you elsewhere – a luxury day spa, a sun-soaked picnic, or a cozy couch by a crackling fire with a cup of cocoa. These fragrances are more than scents; they're invitations to slow down, take a moment, and just be.
Founded by Erin, A lover of scents with a talent for creating moments of bliss, Erinessence is synonymous with handcrafted luxury. Referred by the talented web designer Amy Zazy from Diamond Graphics Sydney, Erin reached out to me to write the copy for her brand new website, hoping particularly for inviting and descriptive descriptions that would transport people somewhere else.
During our VIP Day, we dove into every aspect—from the Home and About pages, to product descriptions for her handmade hampers, and fragrance descriptions for her candles (this was not-so-secretly my favorite part).
This project was a massive undertaking, starting with brand voice and website copy before diving into a Kickstarter campaign and a launch email series.
THE Strategy
In our partnership with Erin Essence, we set out to immerse customers in unforgettable experiences. We introduced a "Scents inspired by" section, drawing inspiration from everyday moments—freshly pressed linen, morning brews, and long lunches in the sun—to transport the reader to serene settings.
We adopted a warm and supportive tone throughout. For example, in our product description for the baby hamper, we concluded with the following line: ‘And while this one’s for bub, there’s also a little something for mum…. Because when a baby is born, so is a mother.’
However, we didn't stop at warmth; we infused each description with personality. Consider our Groomsman hamper—a tribute to camaraderie and celebration:
“They’re your home team, your best buds, and now, your groomsmen. Ask them to stand beside you at the altar with a hamper that’s sure to make them say ‘I will.’
Our fragrant descriptions were carefully crafted to transport people away from the ordinary and into the extraordinary.
For example: “A fresh, fruity fragrance inspired by a spring day, a bottle of rosé, and an acoustic guitar.” Or another favourite: “Take a scroll through the Italian olive groves with this unique blend of green olive, lemon thyme and bergamot. It’s country European summer in a scent.”
Through our strategy, we didn’t just sell candles; we invited customers to indulge in moments of bliss.
COPY SAMPLES
About
Fragrances
CALLING ALL BRAND + WEB DESIGNERS.
I believe in the power of aligned copy x design, and I know that the best way to achieve this is through ongoing partnerships with brand and web designers. If you have clients come to you with DIY copy, or words that just aren’t hitting the mark, I’d love to chat about how I can help – and how it will make your life easier.
