Firsthand: Product Naming & E-comm Copy Strategy

As part of Firsthand's brand repositioning to premium, gender-neutral personal care, I led the naming and copy strategy for 9 new SKUs. Each product needed names and descriptions that would resonate with a sophisticated audience while driving conversions across Shopify.

Created premium, gender-neutral product names like "Equilibrium Shampoo," "Tranquil Body Cleanser," and "Revive Body Lotion"

Developed naming conventions that reflect wellness and balance rather than traditional gendered language

Ensured names work across diverse audiences while maintaining premium positioning

Wrote product descriptions that lead with emotional benefits ("Experience hair harmony") before functional details

Created scannable copy hierarchy with key selling points prominently featured

Developed benefit-focused product tags (Gentle Lather, Nourishing, Color Safe, Balancing)

Built collection pages and category descriptions that guide customers through product selection

Created copy templates for consistent brand voice across all product launches

Developed subscription messaging that drives recurring revenue

The new product names and e-commerce copy supported successful launch of 9 SKUs while contributing to 34% YoY revenue growth. The premium positioning and clear benefit communication improved conversion rates across all channels.