DermStore

PROJECT OVERVIEW

Content for DermStore will be a trustworthy source for women to help identify and address common skin care problems in an approachable, warm and friendly way. Articles, which will be housed in a skin problem-solution hub, will identify a skin condition, its types, causes, symptoms and treatments. DermStore content should be relatable and keep the customer’s best interest at heart.

 

CONTENT OBJECTIVES:

  • Create a skin problem-solution center.
  • Provide definite answers to the following common skin concerns/conditions:
Acne Stretch Marks
Anti-Aging: Fine Lines & Wrinkles Rosacea
Dark Circles Large Pores
Eczema Hair-loss
Scars Hyperpigmentation

 

ABOUT DERMSTORE

Welcome to DermStore, we’re so glad to have you.  Here you will find a thoughtful collection of professional-strength skin solutions, hand picked by doctors and beauty experts. Our goal is to help you radiate confidence and feel beautiful. So tell us your concerns and aspirations for your skin, and we’ll show you the way to lasting skin health.  ​Wondering how we deliver on that rather grand goal?  DermStore brings you insights from dermatologists and product reviews from thousands of real women.  From our simplified shopping experience to generous courtesy samples, we pull out all the stops. We care deeply about sourcing advanced products that get results and giving exceptionally helpful service, so you can expect the best.    ​ Your skin’s future is bright and beautiful.  Promise.

 

 BRAND MISSION

“Our goal is to help you radiate confidence, feel beautiful and achieve lasting skin health.”

 

WHO THE READERS ARE:

  • Women, ages 35 to 65, with an annual income of more than $75,000.
  • Approx. 78 percent of customers have a college education or higher.
  • Online shoppers.
  • Women looking for answers to skin conditions or skin care.

 

WHO THE READERS ARE NOT:

  • Millennials
  • Men

 

WHAT DERMSTORE CONTENT IS:

  • Digestible and reliable: Information that will help readers better understand what their condition is and how they can improve it.  
  • Welcoming/Encouraging: Tone has an optimistic outlook and believes in the potential of the audience.
  • Part Sherpa, part coach: Tone is approachable and supportive.
  • Trustworthy and relatable: Humanizes the brand.
  • Friendly and encouraging: Gives encouraging advice to help readers increase confidence and knowledge of the products.
  • Positive and proactive: Real-life solutions and passion for the product.
  • Conversational: Written how you speak (avoid slang).
  • Active: Tone is action-oriented whenever possible.
  • Confident: Asserts DermStores’ overall message while communicating ease product of use and attainability.
  • Resourceful: Inspires readers to continually visit Dermstore.com for more information; deepen use for existing customers.
  • Evergreen: Content should have a long shelf life and remain valuable as time passes.

 

WHAT DERMSTORE CONTENT IS NOT:

  • WebMD: Avoid the cold voice, tone and medical speak of WebMD.
  • “Do-it-Yourself”: Avoid all do-it-yourself content, suggestions.
  • Cure All: Content will not be a cure all for a customer’s skin issue.

 

ADDITIONAL EDITORIAL RULES:

  • Do not mention other retailers (i.e Paula’s Choice), competitors, blogs and lifestyle publications (i.e Allure)
  • You can use health publications as a resource
  • You can utilize reputable news sources (not Daily Mail)
  • Utilize medical journals as a source when possible (i.e PubMed.gov)
  • For accuracy, a certified dermatologist will review all content.
  • No content should provide “cures” to any aliment or condition.
  • Do not use WebMD as a resource
  • Only use Mayo Clinic and Cleveland Clinic very sparingly, and only if you can’t find information elsewhere.
  • Do not quote any source directly, or use in-text attribution such as “according to.”
  • Do not reference any journals, surveys, or doctors
  • Always spell out percent
  • Make subheaders punchy and summarize each section
  • Lure readers in with the intro, do not start out with dry medical speak introducing the topic

 

CONTENT FORMAT:

  • How-to and TopicView Articles: Actionable step-by-step instructions (How to) to complete a task or list-based that provides the most essential information, either in synopsis, thematic or paragraph form; 300-500 words; original research; no direct quotes required. Content will contain a general boilerplate statement from a dermatologist.
  • Introductory paragraph must introduce the steps or ideas expressed in the body of the article.
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