Label Design: The Sales Pitch

When you design a soap or cosmetic label, you’re juggling a lot of requirements—ingredient declarations, net contents, directions, warnings, and making sure everything is compliant. But once you’ve covered the legal “must-haves,” there’s still room for the want-to-haves. One of the most valuable additions on a label is a short (one or two sentences) “sales pitch” that introduces your product and connects with your customer.

Think of it as your “elevator pitch,” shrunk down to fit on your label. Just a sentence or two can convey to your customer what makes your product special and why they should choose it.

Why Add a Sales Pitch?

Your label is often the very first interaction a customer has with your product. They might pick it up in a store or scroll past it online. In those few seconds, you need to quickly communicate enough to spark interest and invite them to take the next step—turning the bar of soap over, adding the lotion to their cart, or even just remembering your brand.

A well-crafted sales pitch can:

• Highlight what’s unique about your product.
• Reinforce your brand’s values or mission.
• Set the mood or theme you want associated with your product.
• Give customers a quick “hook” that stays with them.

It doesn’t replace your ingredient declaration or required information, but it adds a touch of personality and persuasion that can make you and your product stand out.

What Makes a Good Label Pitch?

Since you probably only have room for one or two sentences, every word counts. A good pitch is:

• Concise — short enough to read in a glance.
• Descriptive — it paints a clear picture.
• Emotional — it connects with how the customer wants to feel.
• Focused — one main idea, not a laundry list.

Consider what matters most to your customers when they purchase your product. It may be the scent, the ingredients, the emotional connection, or your company’s mission. Choose the angle that best fits your brand identity and that product.

Here are a few directions you could take when crafting your two-sentence pitch:

• Highlight the ingredients (but remember to ONLY make cosmetic claims … no drug claims!)
  “Handcrafted with shea butter and olive oil, this soap nourishes while it cleans. A gentle lather that leaves your skin feeling soft and refreshed.”
• Describe the scent
  “A bright burst of citrus with a whisper of lavender—like sunshine in a bar of soap. This fresh, clean scent lifts your mood every time you wash.”
• Focus on the theme or story
  “Inspired by walks in the forest, this bar brings the grounding scent of cedarwood and pine into your daily routine. Feel centered, calm, and connected to nature.”
• Express how it makes you feel
  “A silky lotion that melts into your skin. Feel nourished, pampered, and radiant all day long.”
• Show your company mission
  “Made with sustainably sourced botanicals, our products are kind to your skin and kind to the planet. Because self-care should care for the earth, too.”
• Go for the humor
  “Bubbles, color, and a pop of fruity fragrance—this soap makes every wash a little celebration. Who says skincare can’t be fun?”

Also, keep in mind that there have been some very successful soap and cosmetic lines that have ignored all the standard types of descriptions in their marketing pitches. Think Dr. Squatch (“Feel like a man and smell like an adventure”), Dirty Girl (“Life can be dirty. Your soap shouldn’t be.”), or Whisky River (Soap for Dad Bods “Smells like cookies and cable sports”).

The possibilities are endless … but the most important factor is that it will connect with the people you want to be your customers. It might be cool to have a slogan with edgy humor or attitude, but if you are selling to soccer moms or natural-focused “hippie” types, that probably won’t work.

Tips for Writing Label Sale Pitch

1. Start with a brainstorm. Write down words about your product’s scent, texture, ingredients, and the feelings you want to evoke.
2. Pick one focus. Don’t try to include everything—you only have two sentences.
3. Use plain English. Avoid jargon or over-promises. Keep it clear and believable.
4. Maintain your brand voice. Does it fit with your brand and how you want to present your product and company?
5. Read it out loud. Does it sound natural? Could a customer “hear” you saying it?
6. Test and refine. Try a few variations and see which resonates most with your customers.

Final Thoughts

A two-sentence sales pitch on your label may not seem like much, but it can make all the difference in how your product is received. Done well, it creates an instant connection—whether through ingredients, scent, mission, or feeling—that sticks with your customer. And in the crowded world of soap and cosmetics, that little connection is exactly what turns browsers into buyers.