Always remember the "What's in it for me" factor. Most consumers want to know the benefits to them not the features. The features although important, becomes secondary.

Think about it, do you want to know that the product has finely ground walnut and apricot shells (feature) or do want to know that it is going to slough away dead surface skin cells improving the appearance of the skin (benefit). This is the difference between features and benefits as defined below:

Features:  Speak to the structure and components of the product.

Benefits:  Speak to the changes the product will create. The what's in it for me.

Examples: Arbonne's Cleansing Cream. Rich Botanicals like Aloe Vera Gel and Comfrey Extract (feature) work to meet the special needs of dry and mature skin by conditioning the skin so it never feels stripped or dry (benefit). Vitamin E (feature) helps to counteract the effects of damaging free radicals (benefit).

Aloe Vera, Comfrey and Vitamin  E are part of the structure, the features.

Meeting the needs of dry mature skin by conditioning the skin so it never feels tripped or dry and counteracting the effects of damaging free radicals are the benefits.

Facial Scrub. Slough away dead surface cells (benefit) with finely ground Walnut and Apricot Shells (feature). Your skin will feel fresh and revitalized (benefit) thanks to the special infusion of Peppermint Oil in this highly concentrated scrub (feature).

Freshener. This gentle, alcohol free, designed for dry, mature or combination skin, uses Rose Petals and Aloe (feature) to delicately remove final traces of cleanser without drying the skin (benefit). Gently restores pH while leaving your skin feeling refreshed (benefit).