Tone of Voice | MyBeauty Rewards for Harrods
During my role as beauty writer at Harrods, the Harrods team wanted to introduce a new loyalty scheme specifically targeted towards beauty customers.
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After several meetings with senior stakeholders, I worked closely with the beauty editor to create a clear, easy-to-read tone of voice guide. I used this guide to write promotional and functional copy for the loyalty scheme's launch (UX, email, social media and point of sale copy).
CASE STUDY: MyBeauty Tone of Voice Guide
Fun, relatable, inclusive, community-focused, and relevant. This was the kind of vibe we wanted to get across.
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As the spend threshold for beauty is typically slightly lower than other categories at Harrods, the team wanted to create a tone of voice that reflected the Harrods beauty customer. The goal was to create an inclusive, fun, community-focused tone that spoke to a Gen Z audience.
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​The guide included a strapline, 'dos and don'ts, and a glossary of words that the business can refer to in future.
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Intro for the MyBeauty rewards homepage. Copy is functional and clear, but still provides hype around the rewards programme.
UX email opt-in copy to encourage MyBeauty customers before they press sign-up. Although copy is functional and clear, I've used the language 'Yes please!' to make copy feel as friendly and laid-back as possible.
Instagram launch copy. Here, I used phrases such as 'get to know MyBeauty' to encourage scrollers to see MyBeauty as a friend.
Instagram event copy. Harrods followed the MyBeauty launch with H beauty Carnival (a touring experience for H beauty stores that's free for H beauty members). Harrods wanted to differentiate MyBeauty rewards from Harrods rewards, so simple word swaps like 'complimentary' for 'free' show that MyBeauty is more accessible and informal than Harrods rewards.
"I had the great pleasure of training and mentoring Shannan at Harrods. Her constant drive and determination are something to behold, as is her spectacular writing style. She brings a sparkle to every day and I cannot recommend her enough as an exceptional content writer."
– Olivia Girling, B2B Content Marketing Manager at Powtoon