The Brief

• Create a landing page showcasing the most exciting beauty launches coming soon to the Harrods beauty halls

Context

During my time at Harrods, I took full ownership of the content and copy of the Beauty Coming Soon page. I worked closely with the beauty marketing team to choose the most relevant and exciting launches that could be brought to life with engaging copy.

I tried to ensure that each update showcased a diverse product selection that was reflective of the Harrods offering online and in-store.

Messaging Strategy

The Beauty Coming Soon page typically has a low AET, which aligns with its purpose as a quick-stop landing page. In the example above, I kept the copy short and evocative. I considered the fact that the majority of Harrods customers browse the site on a mobile device, therefore I wanted the information to be easily digestible.

This landing page falls under the consideration stage of the customer journey – a stepping stone to encourage browsing. By including multiple links to PLPs, I encouraged customers to move on to the next stage of the journey.

SEO Optimisation

By having the page title and URL follow the same naming format (Beauty Coming Soon & /beauty-coming-soon), both were optimised for search, because they showed clear alignment in page content.

The clear CTAs just take this a step further by telling search engines that this page is part of a shopping journey. The anchor text for each one is intentionally written in the following format:

Action + Brand Name = Shop [brand name]

Using a clear, directive CTA is also best practice for UX and accessibility. For example, if a customer is using TTS (text-to-speech) technology, the reader will know exactly where the CTA is directing the customer next.

Tone of Voice

As mentioned above, short copy makes it easy for a customer to digest your content. But it’s not always the best option if the product you’re showcasing has exciting features or a unique story that’s worth telling.

In another edition of the page, I tried longer copy with a more editorial tone. The aim was to give this page more of an expert feel by telling the customer why they should be excited about the product, rather than just letting them know what ingredients it uses or how it smells.

Each example offers an interesting fact about the soon-to-be-launched product. For Tom Ford, it’s that the collection is inspired by the scorching sun and tropical waters. For Sol de Janeiro, it’s the fact that cacay oil is a natural alternative to retinol. The Dior banner gives the customer a glimpse into the Maison’s archival patterns. And finally, the Emma Lewisham feature succinctly explains what neuropeptides and hyaluronic acid actually do for your skin.

Anaylsis

By remaining adaptable, I was able to take a tailored approach to each Beauty Coming Soon update. When there were more product launches, I kept the copy short and evocative to set the scene and intrigue the customer. However, when there were fewer product launches, I took the opportunity to unpack some of the more interesting features of the product.

Overall, the Beauty Coming Soon page was a popular choice for brand partnership opportunities – giving new products increased visibility ahead of their launch dates.