The Client
Oblique Beauty House
Oblique is a successful London-based beauty brand, offering hair and nail services as well as a thriving, newly launched aesthetic clinic. The brand’s founder, Mariana Eidelkind, spent a long time searching for an experienced copywriter with expertise in the premium beauty sector to revamp the Oblique website. She wanted someone she could trust to understand her target audience and bring deep marketing expertise—something she didn’t feel a generic copywriter could provide.
After our initial introductory call, where I identified Oblique's unique selling points and shared my vision for presenting the brand competitively, Mariana was convinced I was the right fit for the project.
What I Delivered
Oblique’s aim was to increase web traffic and boost conversions while ensuring the website copy was smooth, engaging, and represented the voice of the brand. Using their marketing materials and brand guidelines, I crafted a comprehensive Tone of Voice guide that the in-house team—including copywriters, customer service, and administration staff—could implement easily.
I then developed the website content, with covering page content that highlighted the brand, the team, the company story, and its values, along with over fifty service descriptions across Oblique’s various divisions: House of Hair, House of Nails, and House of Aesthetics. This content aligned seamlessly with the new Tone of Voice, which I tailored to reflect the brand’s core values—care, safety, and luxurious customer treatment.
Results?
Within the first month post-launch, Oblique’s online traffic increased by 40.3 % !
The copy is clear, persuasive, error-free, and embodies the authentic brand voice of the company. The language is smooth, strategically educational, and subtly enhances the sales conversion. Each service description is crafted to help customers make informed decisions, as well as addressing potential concerns and proactively working to dispel any objections.
The content has garnered positive feedback from both existing and new clients, strengthening the company’s image and, most importantly, boosting sales.
Does your beauty salon need a copywriter experienced in the premium sector?
If you're looking for an experienced copywriter for beauty and aesthetic services, fill out my online contact form, and I’ll get back to you ASAP.
