Access CN – Minenssey

Content Strategy, Copywriting

Access CN are a Sydney-based marketing agency that enlisted the help of Total Marketing in order to generate brand storytelling for a new Australian brand of mineral make-up, Minenssey.

Minenssey is a rapidly growing cosmetics brand that targets the Asian market with natural mineral skincare range for women of all ages and skin concerns.

Challenges

The team at Access CN needed the make-up brand to have a native speaking Australian tone of voice. They needed the language to sound natural, polished, sophisticated, lyrical and poetic.

Minenssey’s overall brand storytelling needed to be a form of accessible glamour and affordable beauty that would cater to a middle income audience of Asian women.

Solutions

Athena worked with the Access CN Marketing Manager Amelia Hu and came up with the right language to convey the brand storytelling and product marketing for both the website and product packaging.

She generated lyrical and poetic product descriptions for both the Minenssey product packaging and the website.

Minenssey-Australian-Clay-Hydrating-Mask-White+Clay-Flannel-Flower-Rosella-1.jpg

She checked that Minenssey’s online shopping experience was being optimised in the best way, to ensure that they were going to attract customers. She did this by looking at their returns and delivery policy. She made recommendations on how they could lower the cost for delivery, and clarified and clearly explained their returns policy, making the products more appealing to customers.

She ensured that the FAQs on their website were clear, and not going to lead to a frustrating experience from the potential customer’s perspective.

She fact-checked the medicinal properties and purported benefits of ingredients in the products. Then in some cases she advised when the wording on the product packaging needed to be slightly altered so that it wouldn’t be potentially misleading to the customer.

She proof-read all of the terms and conditions and privacy policy and ensured that it all matched according to Australian online consumer law.

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Results

Amelia Hu, Access CN’s marketing manager was happy with the work of Athena from Total Marketing. In an email she provided this feedback.

“Hi Athena, you are one of the best vendors I have ever worked with. Thank you so much for all of your information and suggestions for Minenssey, they are extremely helpful. The copy on the website looks really beautiful and the client is really happy with it.” Amelia Hu, Minenssey Marketing Manager, Access CN.

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