endota
Nourish. Nurture. You. A purpose-led beauty brand that helps you care for your wellbeing.
Role: Content Writer & Producer
What I did:
General copywriting and subediting
Email marketing campaigns
Key messaging and brand taglines
Blog articles
Product descriptions and packaging copy
SEO management
Content strategy
Ghost writing
Website copy - landing pages etc.
End-to-end project and stakeholder management
Established in 2000, endota is Australia’s most extensive spa network with over 110+ spas locally and internationally. As a purpose-led business, they believe the experience of wellbeing is our natural state – more than a trend and deeper than a quick fix. endota is renowned for its 360 approach to wellbeing, encompassing spa treatments, award-winning skincare and an online wellness platform, endota Retreat.
The Project:
Hot off the presses from a major brand refresh, endota was in an exciting time of expansion and positive change. With a plethora of new products, spa treatments and media opportunities in the works, I joined their marketing team to help spearhead their brand’s content marketing initiatives – from brand messaging, blog articles, product packaging copy, email marketing campaigns and more.
Product descriptions: The business always has many skincare and wellness products they launch yearly. These product launches span from limited edition kits, soy candles, cleansers, serums, moisturisers, eye creams and more. The tone of voice for the product descriptions had to be kind, nurturing and educational, leaning on the scientific benefits of the unique ingredient formulations. The product descriptions had six main sections: short description, tagline, details, ingredients, the ritual (how to use) and where it fits (when to apply in your personalised skincare routine).
Below are some examples of product descriptions I created. Click on the images below to view them in full.
Results:
New product descriptions conveyed the unique features and benefits of the endota products
Product descriptions were used across their e-commerce website, product catalogues, packaging and in-store marketing collateral
Blog articles: I produced a series of articles that purposefully provided endota customers with insightful skincare advice, wellness tips and information that went beyond product discovery. The editorial schedule was determined by SEO keyword research, with the articles specifically written for SEO to ensure endota ranked for its chosen keywords, all while avoiding keyword stuffing. The topics themselves ranged from affirmations to deep dives into a frequently asked customer question.
Click the images below to read the articles.
Results:
Blog articles provided customers with helpful tips and advice to enhance their wellbeing rituals
The blog content helped customers get the most out of the new products through education, empowering them to know exactly what they were buying into
Blog content was multi-distributed across different marketing channels including email marketing campaigns and marketing collateral
Email marketing campaigns (Taguchi): Using Taguchi, email marketing campaigns were pivotal in endota's marketing strategy. Aside from educating customers about new product launches, I also produced segmented lifestyle email marketing campaigns that were specifically tailored to endota's different audience personas.
Results:
Kept customers up to the date with the latest products, treatments and news from endota
Website copy: I produced a series of landing pages that highlighted the unique features and benefits of endota’s spa treatments. Prior to writing the copy, I undertook significant SEO keyword research to ensure the landing page ranked for the keywords endota was targeting. Below is an example of a landing page I created.
Results:
SEO optimised landing pages ranked on the Google Search first page results for the chosen primary keywords
Results & Outcome:
Content marketing collateral helped convey the unique features and benefits of endota’s unique offering of spa treatments, natural skincare products and online wellness
Helped increase the Domain and Page Authorities of the endota website through content that was informative, succinct and SEO optimised
As of 2024, endota has opened 110+ spas locally and internationally