Shelf talkers that work in twelve words or fewer

A shelf talker has about two seconds to work. A shopper glances, reads a few words and either picks up the product or keeps walking. Twelve words is a good ceiling. Anything longer turns into a label nobody finishes.

Three rules

1. One benefit. What the client will notice, in cosmetic terms: calmer-looking, radiant-looking, comfortable, hydrated.
2. One fact. Something true and checkable: a key ingredient, a size or a brand-reported number.
3. One routine step. Where it goes: "Before toner." "Last step." This answers the "when do I use it" question before anyone asks.

Four worked examples

EGF Blue Youth Activating Drop

"Visibly calmer-looking skin in about three minutes. First serum, before toner."

Eleven words. The calming line does double duty as benefit and fact, because it is the Drop's clearest claim. Keep the wording exactly as written. Price strip: 50 mL, $39.99 MSRP.

Supple Preparation Unscented Toner

"Light, layerable hydration. Brand-reported 8M units. Pat on after cleansing."

Ten words. Always keep "brand-reported" next to the number. Price strip: 180 mL, $30.00 MSRP.

Freshly Juiced Vitamin Drop

"Gentle 5% vitamin C for radiant-looking skin. After toner, before moisturizer."

Eleven words. One caution: this ingredient list includes orange oil and lavender oil, so keep any scent or fragrance language off this card. If there is room on the price strip, add "Finish mornings with an SPF." Price strip: $23.00 MSRP.

Midnight Blue Calming Cream

"Calms the look of redness. Blue from guaiazulene. Last skincare step."

Eleven words. Guaiazulene is a naturally derived blue compound best known from chamomile, which staff can add out loud. Price strip: 60 g, $31.00 MSRP.

Before you print: a checklist

• Count the words. Twelve or fewer, not counting the price strip.
• Check every fact against the product page. If you cannot point to where it came from, cut it.
• Use cosmetic verbs: looks, feels, supports, helps.
• Leave out medical words and before-and-after promises.
• Check fragrance wording product by product. Two products on the same shelf can differ.
• Write prices as MSRP, on a separate strip, so you can update them without reprinting the talker.
• Use one large type size for the benefit and a smaller one for everything else.
• Replace faded or curled cards at the start of each season.

Placement

Put the talker at the front edge of the shelf, directly under the product it describes, at eye level. One talker per product is enough. If two talkers sit next to each other, make sure a shopper can tell which product each one belongs to.

Shelf note: "[Benefit in a few words]. [One checkable fact]. [Where it goes in the routine]." Twelve words or fewer, every time.

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