Sample Copywriting Project: Lumina Skincare A mock campaign by Anastasia

Sample Copywriting Project: Lumina Skincare A mock campaign by Anastasia — AI Copywriter for DTC/...Sample Copywriting Project: Lumina Skincare A mock campaign by Anastasia — AI Copywriter for DTC/...

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Anastasia Nneoma Nwaonuma

• Aug 21

Sample Copywriting Project: Lumina Skincare

A mock campaign by Anastasia — AI Copywriter for DTC/E-commerce Brands

Note: Lumina Skincare is a fictional brand created to demonstrate range across product copy, email marketing, ad copy, and landing pages.

Brand Brief

Brand: Lumina Skincare

Product: Vitamin C Brightening Serum

Audience: Women 25–40 dealing with dullness, uneven tone, early fine lines

Tone: Warm, confident, science-backed but not clinical

Goal: Drive first-time purchases via email + paid social

1. Product Description

Lumina Vitamin C Brightening Serum

Dull skin isn't just tired — it's asking for a reset. This lightweight serum delivers 15% stabilized Vitamin C straight to the source, fading dark spots, evening out tone, and giving you that lit-from-within glow back.

No greasy residue. No stinging. Just visibly brighter skin in as little as 2 weeks.

15% stabilized Vitamin C + Ferulic Acid for maximum absorption

Lightweight, fast-absorbing — wear alone or under makeup

Fades dark spots and evens skin tone

Cruelty-free, dermatologist-tested

2. Email Flow (Welcome Series — 3 emails)

Email 1 — Welcome (sent immediately) Subject: Your glow-up starts here ✨

Hey [First Name],

Welcome to Lumina. You just took the first step toward brighter, more even-toned skin — and we're glad you're here.

Here's what to expect: real ingredients, real results, and zero fluff. Our Vitamin C Serum is the fastest way to start seeing a difference, so if you're not sure where to begin, start there.

Ready when you are. [Shop the Serum →]

Email 2 — Education (sent day 3) Subject: Why your serum matters more than your moisturizer

Most people save the money on serum and splurge on moisturizer. That's backwards.

Serums are where the active ingredients live — the stuff that actually changes your skin. Moisturizer just seals it in. Our Vitamin C Serum is formulated at 15%, the sweet spot for visible brightening without irritation.

[See the Science →]

Email 3 — Social Proof + Offer (sent day 7) Subject: "My dark spots are actually fading"

Don't take our word for it:

"I've tried every brightening serum out there. This is the first one that didn't irritate my skin AND actually worked." — Jamie R.

Still deciding? Take 15% off your first order with code GLOW15. [Claim Your Discount →]

3. Ad Copy / Hooks (Meta/Instagram)

Hook 1 (Problem-agitate): Your skin isn't "just tired." It's asking for Vitamin C.

Hook 2 (Curiosity): Dermatologists keep recommending this ingredient. Here's why.

Hook 3 (Social proof): 5,000+ women switched to this serum. Their dark spots didn't stand a chance.

Hook 4 (Direct offer): Brighter skin in 2 weeks — or your money back. Try Lumina Vitamin C Serum.

4. Landing Page Copy (Hero Section)

Headline: Brighter Skin Starts With One Ingredient

Subheadline: Our 15% Vitamin C Serum fades dark spots, evens tone, and restores your glow — without the irritation.

CTA Button: Shop the Serum

Trust bar: ✔ Dermatologist-tested ✔ Cruelty-free ✔ 30-day guarantee

This project was created by Anastasia to demonstrate copywriting range for DTC/e-commerce brands. Available services: product descriptions, email/SMS flows, ad copy, and landing pages.