Lodet · Made in Tunisia
Clean first. Soft after. Warm always.
من تونس، لكل امرأة تحمل يومها.
Solutions · E-commerce & DTC
The catalogue never stops being hungry.
A DTC business runs on a content treadmill: every style needs imagery, copy, a page and a reason to come back, and the treadmill does not slow down because the team is small.
- BriefOne sentence about the drop.
- ShootImagery on one palette.
- PDPCopy, sizes and claims, checked.
- LiveThe day the product lands.
The page and the parcel should arrive together. The shape of a launch, not a measurement of yours.
The one job this page is about
Take every new style live - imagery, copy, every channel - the day it lands.
- How often it comes round
- Every drop, every restock, every SKU.
- Skip it once
- The style goes up on one channel with a placeholder, or not at all, and it does not sell because it cannot be seen.
The treadmill
Four stages every style goes through. The third is where it stops.
Nothing here is hard on its own. All of it is hard at the size of a catalogue, every week, for a team that does not grow when the range does.
every style × every channel × every drop
- 01
Shoot it
The style needs imagery that matches the rest of the catalogue: same crop, same ground, same grade, whether it arrived as a sample, a flat or a supplier photograph.
Every new style needs imagery you do not have.
A shoot per drop is unaffordable, so the page goes live with one flat shot.
What we do
Real photography where the subject exists, generated only where no library holds it.
- Licensed photography and video
- Licensed photography
- Search by image
- 02
Write it
Copy that says what it is, what it is made of and who it is for, without repeating the same three adjectives across two hundred styles. The repetition is what search engines and customers both read as thin.
- 03
Build the page
the queueAssemble the imagery, the copy, the size guidance and the cross-sells into a listing, and do it before the style is already on markdown. The photography is done and the page is still not live.
The listing is written four times for four channels.
Four channels want the same product in four shapes, with four chances to diverge.
What we do
Published end to end into your store, then re-read live to confirm it landed.
- Publish to your own store
- Retailer and marketplace execution
- Channel-ready content pack
- 04
Bring people back
The lifecycle email, the social cut and the reason to return, drafted from the same product story rather than invented separately.
Nobody knows which spend moved anything.
Campaign reporting is assembled from screenshots, too late to change the next buy.
What we do
Tracking arrives as a document on a schedule, not a quarter-end reconstruction.
- Scheduled runs
- Spreadsheets
- Cross-platform social listening
Where a direct brand is actually met
Not on a set. On an ordinary afternoon, in a feed, at arm's length.
A product page, a lifecycle email and a social cut are three views of the same decision, and the customer meets all three in the same week without noticing they were made separately.
Which is why they have to come out of one product story rather than three briefs. Drafting them apart is how a brand ends up with three voices and no way to tell which one is working.
The fan-out
One style lands. Four desks need something different by Friday.
Content, CRM, social and growth all work from the same arrival.
In
One new style
A sample, a flat or a supplier photograph, and whatever the buy sheet already says about it.
Content
Write the product page and the SEO brief.
New Arrivals - Category Page Content Brief
.docx · 9pp
CRM
Brief the next lifecycle campaign.
CRM Campaign Brief
.docx · 9pp
Social
Plan the month's content calendar.
Social Content Calendar
.xlsx · 9pp
Social Content Calendar Growth
Track what the influencer spend actually returned.
Influencer EMV Tracker - Aurelle Launch
.xlsx · 9pp
Influencer EMV Tracker
Four objects, one arrival. Each file above opens as itself.
The page
Six jobs, multiplied by the catalogue.
Every element on a product page is work somebody does per SKU. That multiplication is the actual size of the problem, not the page itself.
- 1
Gallery
Every colourway, on and off model, at one crop. The set is per SKU, which is where the studio time goes.
- 2
Title and price
Reads as the product a search was for, or the visit ends here.
- 3
Size and fit
The measurements and the fit note that stop a returns-driven exchange.
- 4
Composition
Fibre, origin and care - increasingly a compliance field rather than a nice-to-have.
- 5
Description
Written for the customer and the crawler at once, without keyword-stuffing either.
- 6
Cross-sell
The rest of the look, chosen from what is actually in stock.
A skeleton rather than a screenshot - one store's page would date. Six jobs, multiplied by the catalogue.
The launch stack
What ships the day a style goes live.
Imagery, copy and lifecycle are three trades, and a content treadmill fails when one person does all three.
The desk
- Growth Strategist
- Communications Lead
- Retail Ops Analyst
- Visual Merchandiser
Reaches for
Licensed photography and video · Licensed photography · Search by image · Publish to your own store · Retailer and marketplace execution · Channel-ready content pack · Scheduled runs · Spreadsheets · Cross-platform social listening
Lodet · for e-commerce & DTC
From one bottle to a basket.
Venelle sunscreen SPF 45
29 TNDSunscreen with the cleansing gel, the Sunday hair set with the serum. Each product is a real SKU with a real price, ready for a page, a cut and a caption.
Le soleil de chez nous, sans souci.
شمس بلادنا، بلا قلق.
Her day, as it naturally changes
29 TNDMorning
Bloom, perfumed mist 250 ml
Two sprays on a windowsill morning. Fresh, floral, easy to wear all day.
- 29 TND
Midday
Venelle sunscreen SPF 45
The beach towel, the Hammamet light, nothing to think about.
29 TNDEvening
Sublime, perfumed mist 250 ml
The evening one. Warm, orange blossom, for the nights she chooses herself.
79 TNDSunday
Hydra-Hyaluronique Amino Keratin
The Sunday set. A towel, a slow hour, nobody waiting.
A way of reading the range, not sales data: no figure here is a result.
Hair
Dry, tired or colour-treated hair
Hair you are proud of
Skin
Everyday glow and protection
Skin protected, mind free
Mist and gifts
Self-treat and gifting, Eid and Women's Day
Feel beautiful without effort
Family
The shared bathroom shelf
The smile of the house
- rose
- jasmin
- fleur d'oranger
- argan
- propre
- tiède
- doux
- Discover
- Try
- Rebuy
- Gift
- Share
Lodet · in motion
See it worn.
Two short films with Lodet's own products. A shelf shows what is sold; a film shows how it sits in her day.
The products, shown
For selling: Lodet's products, shown by the women who use them.
The woman who wears it
For introducing the brand: the woman first, the bottle second.
Analysis · Growth and CRM team
What she feels, and what your team does with it.
Gives each feeling its own email, ad and product-page line, and tests which one she answers.
Confidence
“I walk in already ready.”
Shoot the moment before the door: the mirror, the bottle, the first step out.
Lift
“My mood is lighter once it is on.”
Light and warmth in the frame. Say lighter and brighter, never treated or improved.
Being noticed
“People turn when I pass.”
Let the scent trail be seen: a glance, a turned head, a compliment, kept ordinary.
A day that runs
“Morning to evening, it keeps up with me.”
Cut one woman across the day: morning mist, midday sun, evening mist, Sunday hair.
These are words women use about the ritual, read for what a team can show. They are not results: nothing here is measured, and Lodet does not claim to change mood, hormones or the skin. Say how it feels, never what it does.
Claims · Tunisia, the Mediterranean, Europe, Italy
Where you may say it.
Venelle face cleansing gel · 22 TND
A woman washes her face with it at night, and her face feels clear. The sentence you write about that moment uses the same words in every market, and is a different claim in each.
Propre d'abord, doux ensuite.
نظافة أولاً، ثم نعومة.
A line that reads as a cosmetic description in one market can read as an action on the skin in another, and that moves the product across a category line, not just the wording. The proof that carried the sentence at home does not travel with it. The sharpest case is the “free from” line, so the market list belongs beside the claim at brief stage, not at artwork.
“Leaves her face clean and fresh.”
Describes the wash
A cosmetic description of a ritual. Keep it a gesture, not a result.
“Clears her face of spots.”
Acts on a condition
Reads as treating a skin condition, which can move a product across a category line. Needs its own evidence, or a different sentence.
“Free from [an ingredient].”
A negative claim
Ordinary in some markets, read in others as denigrating an ingredient that is legally allowed. Settle it per market before it reaches artwork.
Tunisia
The home market. Write the claim in French and Arabic, and confirm the local rules with the competent authority before print. This page does not summarise them.
The Mediterranean
Each neighbouring market has its own cosmetics rules and its own label language. List them beside the claim, one by one, rather than assuming one answer for the coast.
Europe
A cosmetic sold in the EU follows Regulation (EC) 1223/2009: an EU Responsible Person, a safety assessment, notification, and claims that meet the common criteria of Regulation (EU) 655/2013: legal compliance, truthfulness, evidential support, honesty, fairness and informed decision-making.
Italy
Italy applies the EU rules. Member states may require the local language for certain label particulars, so confirm the Italian wording instead of translating the French by hand.
On a product page the line is repeated in the title, the bullets, the email and the ad, and each copy is a separate claim.
Orientation, not legal advice. Confirm each market with a regulatory adviser before print.
Reports
5 briefings written for lodet for e-commerce & DTC.
Each one is the finished file, opened in full. Every figure in them is illustrative and each says so on its own cover; a real run researches and cites its numbers with an as-of year.
PDF · 9 pagesAcquisition Economics Briefing
What a customer costs, and what they return
Open the report4 more, same form
- Content Production BriefingThe imagery the catalogue needs, scoped and sequencedPDF · 9 pages
- Site Merchandising BriefingWhat the site is showing against what is sellingPDF · 9 pages
- Product Page Conversion BriefingWhere the product page loses the sale, and what it costs to fixPDF · 9 pages
- Returns and Fit BriefingWhere the returns are, and which of them are a specification problemPDF · 9 pages
Get started
Take it live the day it lands.
Start with the question a lodet for e-commerce & dtc actually has, and leave with the file.