Gary Halbert’s “Beverly Hills Formula” Ad | How To Sell Cosmetic Products 

By  Csaba Borzasi

Sometimes all you need to sell something is a little "new value".

Or, at least, the illusion of that.

That's exactly what Gary Halbert did in today's proven sales letter example.

He was tasked with writing an ad for a premium anti-aging cream...

And he came up with a blockbuster promotion that's all about Hollywood-style trivia.

This ad is short, punchy, and the perfect way to sell vanity products...

Especially to more affluent audiences who are happy to shell out big bucks for things like "branded" beauty products.

Today, I will be analyzing a special promotion about beauty and skincare products, which are extremely popular among women.

We will see how to pitch beauty products to skeptical female audiences and build your reputation with them.

Check it out. This is a very interesting ad and you'll get a lot of inspiration from it.

Prefer video instead? Watch Below!

How Gary Halbert Uses Celebrity Endorsements

“Amazing new product from Beverly Hills makes you look years younger

“Wouldn’t you like to look as young as you feel?”

As a woman in her 40s, what else would you want to listen to?

The target audience feels like they are aging, but still want to maintain the youthful look and glowing skin…

So Gary Halberts hints to a new discovery and backs it up with instant social proof, based on credibility. 

Given that this ad is targeted to skeptical audiences who don’t try random products, the lead starts by stating that celebrities are raving about this product.

People deeply believe that celebrities have secrets that keep them looking attractive even as they age.

Thus, they are always curious about the cosmetic products that celebrities use and the skincare routine they follow for healthy and glowing skin.

Think about it - these are often the most watched videos on YouTube. People look up to celebrities for fashion and lifestyle trends, so why wouldn’t Gary Halbert use this fact to create hype for the product?

Then there are testimonials throughout the ad copy.

“It makes you look years and years younger with the very first application.

“I’m so positive that the formula will take years off your appearance that I will not only send you a refund if you are not 100% satisfied, but I’ll send you a free $21 gift for trying”

Wow! The confidence in the product is what makes the statements so effective. At the same time, it doubles down on the social proof right after the celebrity endorsements.

At this point, as a reader, you are convinced that this product works.

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Gary Halbert Shows How The Formula Works

To build credibility, Gary Halbert shows what's new about the formula and why it works.

It is a mysterious anti-aging formula that comes from the roots of the cactus plant. Previously, it was only available in certain regions of Mexico and was suitable for people living in harsh, arid temperatures.

Celebrities say that it works like magic and is easy to use.

They believe that there is nothing like it for anyone who wants to look years younger than her actual age.

At this point, Gary Halbert reveals what’s special about the formula and proves that it really works. Again, notice how celebrity endorsement has been tactfully used throughout the promotion.

If Hollywood stars approve of it, it must be a great product and hence, would work for the reader too.

Towards the end of the ad, Gary Halberts ads the guarantee by Tova Borgnine. She says that the best part about the cream is that it makes you look years younger with the first application.

Key Takeways From Gary Halbert’s Genius Copy

So, how to cut through the noise in the market when writing a similar promotion today?

You must immediately catch and retain attention and highlight the unique selling proposition (USP) in the headline.

Next, make sure to highlight the best features of the product in an easy-to-scan format.

People always check customer reviews before purchasing skin care products, so highlight what your clients like best about your formula and how it solves their problem.

Word-of-mouth advertising can significantly boost conversions, and testimonials work as proof to strengthen your argument.

A simple, but truly effective ad by Gary Halbert. See the detailed analysis in the video.


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Csaba Borzasi

Csaba Borzási is the founder of Game of Conversions. After spending 10 years learning the ins and outs of persuasion psychology, Csaba now focuses on what he loves most: helping ambitious entrepreneurs grow their online business and get more profitable customers. When he isn't geeking out on discovering how the human mind works, you can probably find him climbing a mountain, dancing salsa, or traveling around the globe.

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