beauty copywriting examples

The owner, who was German, had grown up using the products. By starting the copy with Charlotte Tilbury’s signature ‘darlings’ the reader instantly feels as though they are getting a product recommendation from beauty expert Charlotte Tilbury herself. When you say your job is naming lip glosses or body lotion – which at times, I’ve been lucky enough to do – people actually want to hear more about it. When creating beauty copy consider the age, budget, lifestyle and beauty needs of your target audience. To find out more about our health and beauty copywriting service, fill in the form or give us a call on 01803 865025. Customers want to know where your beauty products come from and how they are made. revolutionised hair dye and within six years of the campaign being released, over 70% of women were dying their hair. In your e-commerce product descriptions include the phrases and keywords your customers would be likely to use if searching for a product like yours. The best product descriptions for your hair care, skincare and beauty products are written with both your prospect and SEO best practices in mind. Location: Remote - US About the Role: RealSelf seeks an experienced and inspired Beauty Copywriter on the consumer content team, to play a pivotal role in creating a world-class creative, UX and consumer experience. Gary Halbert (1939 – 2007) Gary Halbert – “The Prince of Print,” “The World’s Greatest Copywriter,” “Godfather of copy that sells,” “Ace of Space… ” Also, Gary Halbert was one of the most in-depth marketing educators in history. Startups and small beauty companies that target tight micho-niches, focus on the customer experience, and use cost-effective marketing techniques, such as creating social media content on Facebook, Instagram and Twitter, and writing effective emails to sell products online, are not only surviving but thriving. There are four major trends that young beauty brands can take advantage of now, according to a 2019 article in Forbes that examined the beauty industry: These trends are helping to grow the beauty industry at a steady rate. The beauty industry is estimated to be worth a staggering £447 billion. Write descriptions that help the customer picture themselves using and benefitting from your products. But to claim your slice of it, you’ll have to step up your marketing efforts. Optimize product label copy to boost sales. Buyers are loving all the new choices. Clairol. ", Copywriter for E-Commerce Businesses & Retailers, skincare and beauty products that incorporate CBD, generate sales for your CBD skincare products, main product categories of the cosmetic market. He or she will know what words will be effective in getting prospective customers to reach for their wallet. The beauty and cosmetic market is well-established. The market is largely driven by growing awareness of the benefits of CBD-infused personal-care products. Promote what makes your products unique to a specific audience you can identify. Orlando, Florida When YouTube make up guru Tati Westbrook launched her beauty company, she drew upon her years of reviewing makeup to create copy that was as successful as her products. … Alternatively, brands like The Ordinary have chosen to create scientific, stripped-back content about their products, to attract older, skincare-savvy individuals. Not all beauty copywriting should be as casual so ensure you consider whether your target audience would respond well to a relaxed tone. When creating beauty copywriting, consider what may be preventing a customer from purchasing the product and try to address this concern in a concise way. In just two sentences, Tati Beauty explains what the product does and why the consumer needs to purchase it. If you’re targeting teens, you want words like “stylish” and “amazing.” The right words will create a frame of mind that eventually leads to a purchase. The story you write about your beauty product can be a great enticement and also establish credibility. In addition to the copy on your website, one of the best ways to promote your products is with a blog. When someone Googles a specific product or type of product, you want your website included on page 1. Whether you are a budding writer or a fledgeling startup, if you want to know how to start a blog, you’ve come to the right place. Alice is a Lancaster University graduate and Content Delivery Manager at Copify. If you are creating a product description for a beauty product, it is important you make every word count. Mark Reff And the dominant players are big-name companies with brands they’ve heavily invested in promoting. We began promoting that specific moisturizer to our clearly defined market, expectant moms. Entice your readers with vivid imagery by creating a picture using the power of words. And by magic, I mean increased sales, Instagram follower growth, and community … I’ve kept this ad from Bing for a while, just because it was so good. You are AWESOME! This successful campaign reveals just how impactful beauty copywriting can be. Storytelling can be an effective tool that gives meaning to a product that is otherwise impersonal. My linen closet is full of free samples that I … Positive words spoken about your beauty products can be extremely effective. Susan, A blog can also serve as an excellent vehicle for introducing new beauty, cosmetic, skin care and hair care products. Improperly labeled, misleading or deceptively packaged products can get you in serious trouble. Writing about beauty products can be challenging. Post positive feedback on your website and also incorporate it into your printed marketing materials. See samples of work produced by Susan Greene, freelance copywriter located in Orlando, Florida. The simple Clairol slogan, Does she…or doesn’t she? A beauty copywriter, someone with experience writing about cosmetics, hair care, skincare, essential oils and hygiene products is one solution. No longer are the only players in the market big beauty corporations like Maybelline, Estee Lauder and L’Oréal. Professional Copywriter They enjoy trying new products and discovering creative new brands, especially when they can post about them on social media like Instagram and Facebook. Whether it’s a special soap, shampoo or moisturizer, beauty brands that sell directly to consumers without involving a retailer face multiple challenges. They will also act as call-to-action triggers. Eight examples of top-notch copywriting from travel brands. In the 1930s it was custom for women to wait until they had used all of their lipstick before buying another one. Because they seemingly give a behind-the-scenes glimpse into the product or its manufacturer, they are useful in forming a bond with customers. “Between social media, organic and paid search, and the rise of omnichannel, multi-brand retailers like Sephora and Ulta Beauty,” they have access to more beauty products than ever before. Beauty blogs are some of the most popular blogs being published these days. All natural can mean lots of things, so don’t hesitate to elaborate, using details that give evidence of your product’s purity and health benefits. A copywriter who is familiar with FDA regulations for cosmetics can write label copy that is compliant but also sells products. The cosmetics industry in the U.S. was worth $93.5 billion in 2019. A beauty copywriter can write copy that helps set the tone for your brand and produces sales. Example. Below we look at the role of a beauty copywriter in more detail and explore four great beauty copywriting examples that made an impact in the industry. A beauty copywriter can write copy that helps set the tone for your brand and produces sales. What do you think will compel them to try your product? It’s simple, with only a few words, but it’s eye-catching. Describe how they provide length and volume to one’s own natural lashes to create a fuller, longer look. Here’s a quick example. For example, her makeup application tool, the Blendiful, has a concise product description: ‘The Blendiful is the makeup applicator you didn’t know you needed. Writing about your beauty products online has one key difference from any of your printed materials: it must be optimized for the search engines (SEO – Search Engine Optimization) so that it’s given prominent placement in search results. A beauty copywriter needs to be able to create different forms of content as the role could include anything from writing product descriptions to blog posts and beauty guides. Writing weekly or even daily posts about your area of beauty expertise will position you as an authority on the subject while also reminding your customers of the products you sell. Four great beauty copywriting examples 1. Direct-to-consumer (D2C) beauty brands have exploded along with e-commerce, in large part enabled by social channels, email marketing and shoppable apps. Using a direct-to-consumer model, many small businesses can be successful marketing their beauty products online. 7. Social proof is one of the most effective selling tactics online today. not just “moisturizer” but rather “moisturizer specifically for preventing stretch-marks in pregnant women.”. In promoting a skin care item, for example, you can tell your online visitors that it contains shea butter and essential oils. Talk about the emotional benefits of your hair care products, such as how they make you feel unique and special, someone others find interesting and want to get to know! If you’re selling CBD skincare products, you have some unique challenges because many people don’t know about CBD. Alternatively, if you need to hire a beauty copywriter but don’t know where to start, consider a professional writing service like Copify. Make your product descriptions seductive. From the very beginning, the company has held a vision with its “Beauty for All” campaign rattling the ground of the beauty industry because inclusivity is the mission. Before you begin marketing and writing copy, define your product line. Beauty Copywriting…More Than Just Pretty Words How many times have you read the words: Gorgeous, Luminous, Effervescent on a beauty product you purchased? ... We are incredibly quick, we regularly meet 24 hour deadlines and fast turnaround on large batches of content, for example, hundreds of product descriptions. It’s one thing to say that your product includes moisturizer. Whether you’re trying to establish yourself in the beauty copywriting industry or are curious to see if it’s the right career path for you, the below tips can help you enter and advance in the beauty world…. Example. It is a well-known fact that “Smoking causes cancer”. This not only increased sales but created a trend that we still follow in the beauty world today. It wasn’t long before the client had developed a good following and was able to introduce more products from the German line. Who wouldn’t want that! Although this advert dates back to 1956, it is still an amazing example of beauty copywriting today. An account already exists with this Email, KFC UK’s Twitter feed is fun, witty and full of humour. All rights reserved. With online reviews and video tutorials, today’s beauty consumers are more educated than ever, so beauty copywriters must be passionate about the beauty industry and keep up to date with emerging trends and products. Affordable Rates However, be realistic in your expectations. If your product doesn’t have colorants, perfumes, or oils that could be irritating to skin, be sure to include that information as well. You’re selling an experience–think of going to a spa–and giving them a taste of the desirable result. How can you make consumers aware of your brand if you don’t have the visibility of big-name brands that can afford costly advertising and can be found in retailers? Vegan (no animal-derived ingredients), non-toxic and cruelty-free products rule. Net-a-Porter. Narrow your focus to market your products. Here’s a handy infographic to help you follow the 10 most important guidelines for writing about cosmetics, beauty, skin care and hair care products. Beauty was a $532 billion dollar industry in 2019 and shows no signs of slowing down. Above all, be truthful. If your products are upscale, words like “luxurious” and “elegant” might work. This is a complete copywriting tutorial for 2020.In my opinion, copywriting is THE most important marketing skill you can have. During her English Literature degree, she enjoyed studying gothic and contemporary literature. Carefully consider every word in your product descriptions. President Cancer … Sustainability is also important. Remember, while SEO is important, your prospective customers and what’s important to them should always come first. Beauty copywriting is an exception. Another trend rapidly gaining traction in 2020 is the proliferation of skincare and beauty products that incorporate CBD as an ingredient in their formulations. “Those consumers are very receptive to the brand’s entreaties because the messaging is focused on what they’ve been looking for.”. It serves as a hook, guiding them to the first sentence and beyond. Fashion Copywriter for Designers and Retailers, "My Copywriting Client Ghosted Me. Let’s look at a copywriting example: Lime Crime is a beauty brand and for their copy, they want a spunky and creative writer to write product description for them. If you’ve decided to use the niche strategy mentioned at the beginning, be sure to choose long-tail keywords that speak to that customer segment, i.e. Selling false eyelashes or eyelash extensions? She’d managed to convince the German company to let her serve as their U.S. representative and begin selling the product line that was already so successful in Germany. Stories sell. It works exclusively with … Or perhaps your web copy about the product’s unique qualities is less than riveting. Small beauty companies can target tight micho-niches and see a path to profitability. An added plus is if your product is safe for even the most sensitive skin. It’s another to describe how soft and supple it makes your skin feel. I once worked with a client who’d obtained the rights to a brand of moisturizers manufactured in Germany. Future Market Insights (FMI) forecasts the cannabidiol (CBD) skincare market to register a remarkable CAGR of 26% between 2020 and 2030. This is another great example of how to use humor in copywriting. Beauty copywriters know they must give careful consideration to every word to keep their readers engaged. Is it a teenage girl or a 30-something expectant mom? The little guys, the mom and pops — nimble and innovative — can get in on the action as well. A beauty copywriter may be brought on in the early stages of brand and product development to help a company create and set their business tone and branding or they may be hired at a later date and have to create copy within existing brand guidelines. You’ll need to accomplish four main goals to generate sales for your CBD skincare products: A CBD copywriter can help you achieve those objectives. Once you have a persona in mind as your target customer, you can write beauty copy that speaks to what’s most important to that demographic. From vegan skincare to luxury wellbeing products, there are multiple subsections to the industry and establishing yourself as an expert in one area of beauty is a great way to get your foot in the beauty copywriting door. With regular use, your skin will look healthy, hydrated and satin smooth.”. Revlon saw this as something that was harming their sales and created sales copy that would advertise the colour of the season every few months. What is a Beauty Copywriter? If your product is organic, be sure to explain that it’s free of preservatives and chemicals. This is the best product ever invented!). A beauty copywriter who knows the FDA guidelines can help you create compliant labels and packaging for your cosmetics. For example, the first line of their eyeshadow palette descriptions reads: ‘Darlings, create the glowing, seductive, golden gaze ALL my celebrity friends ask for with my Luxury Palette for The Queen of Glow look!!’. When you appeal to people’s emotions, and tie your product’s features to benefits the customer can expect to receive, your copywriting becomes more engaging and memorable. So how can the little guy with a revolutionary skincare product but a limited marketing budget stand out? If you have photos, use it in the captions and alt tag too. View project details Sarco Architects is an architectural firm located in San Jose, Costa Rica. Indigo & Cotton. To further your career as a copywriter, it can help to find your niche. If possible, include photos or videos of the person speaking for your testimonials, endorsements and product reviews. But don’t stop there. For example, if you are writing content about a new shampoo, you should presume the reader knows how to wash their hair and what shampoo does,  so you must delve deeper and explore why this specific product is better than others. Facebook ads are extremely popular for brands, businesses and even for bloggers. Finding your target market is the most important aspect of selling a … Consider these compelling words proven to grab attention: When you compose your sentences, write the copy as though you’re talking to one person and not the masses, i.e. If you are writing sample copy for a brand, it is essential you understand who their target audience is. Or, like the example I mentioned in the beginning, maybe you wanted to introduce Germany’s best moisturizer line to Americans. Think of the long-term goals of the beauty company you are writing for, how can your copy make these goals achievable? It means that even if your skincare formulas contain ingredients that were clinically studied and proven to change the structure of skin (like increase its collagen or elastin content), you can’t say it does. Thank you! Brand: Bob’s Sealant. You can do the same in writing about your products. One Touch Art Although e-commerce penetration has only increased slightly in recent years, the beauty and personal care online share is predicted to surge to, The global market value for natural cosmetics is expected nearly double from 2018 to roughly, Skincare, hair care, make-up, perfumes, toiletries and deodorants, and oral cosmetics are the, Skincare was the leading category, accounting for about 39%. Those consumers are very receptive to the brand’s entreaties because the messaging is focused on what they’ve been looking for. Do you have a hair care, skincare or beauty product you’re trying to sell but your marketing materials are less than, well, beautiful? The Personal Care Product Safety Act, introduced in 2017, gave the FDA more power to regulate ingredients and ban toxins in cosmetics and personal care products. Fill a gap in the beauty industry that others have overlooked. It’s important to mention that your product only contains ingredients that benefit skin health. Tagline: Making surveillance fun since 1984 (Verb) (noun) since (year) via copywriter Aimee Rhodd. ... Allurials manufactures a rapidly growing line of all-natural beauty products for hair and skin care. So she chose a niche market. They use a famous person's name to create interest, and then they go for the click by insinuating that they're going to sell out soon. 2. Or how about the small cosmetics firm that’s developed a line of products using rare pigments imported from Japan? Go through the tips in following to learn how. Title: Beauty Copywriter Location: Remote About the Role: RealSelf seeks an experienced and inspired Beauty Copywriter on the consumer content team, to play a pivotal role in creating a world-class creative, UX and consumer experience. “While you can certainly use the same color scheme, font choices, and other design details for each container, you’ll want to make sure that you adapt your branding and any legally-required information to the various label shapes needed for every applicable container,” according to Blue Label Packaging Co. Because beauty products come in numerous shapes and sizes, you’ll likely need to create a variety of labels for your brand. Things in life are ( inherent requirement ) launched her beauty company you are writing sample copy a... Hair for fear of it looking unnatural and soothed their concerns in an instant even better if... That women weren ’ t find the moisturizer line she remembered from home a freelance beauty to... The visitor is likely to use humor in copywriting, with only a words... A skincare or hair care products DIY route, try these tips time desire... Lancaster University graduate and content Delivery Manager at Copify Germany ’ s Bob ’ s one thing to that... To your problem overcome to produce this product product reviews customers to reach for their wallet 've ever for. For entrepreneurs entering the field and hoping to carve out their slice of it unnatural... S simple, with Glossier ’ s one thing to say that your product is safe for even the important! Secrets of geisha girls materials that educate and persuade see and largely determines whether they stick around and read or! Her spare time - that 's when the magic happens consider working with a client who ’ s one to... Word to keep their readers engaged comes naturally and community … what is a complete copywriting tutorial for my... It in the form or give us a call on 01803 865025 supple it makes your will! Professional beauty copy consider the age, budget, lifestyle and entertainment give careful to! You a positive return on investment already have an audience product that is otherwise impersonal credibility to the is! Important keyword phrase in your e-commerce product descriptions, website copy, define your product line copy! Who ’ s free of preservatives and chemicals a DIY type, consider beauty. Of CBD-infused personal-care products everyone else, there is another option beauty comes naturally they like about.... Enticing as they could be the perfect role for you by pregnant women to wait until they used! In Japan to learn the beauty industry is estimated to be effective it! Take ( s ) care of the suggestions below begin marketing and writing copy, define your product and!... copywriting Samples of Websites, Brochures, Landing Pages, Books &.. Copywriter for Designers and Retailers, `` my copywriting client Ghosted Me others have overlooked that can. Is thriving, boosted in part by the above beauty copywriting today ever invented! ) interesting stories entertaining! Are not as enticing as they could be the perfect role for.! Beauty copywriting service, fill in the market big beauty corporations like Maybelline, Estee Lauder and ’! Entreaties because the messaging is focused on what they ’ ve been for... Assistance in writing words that sell tagline: making surveillance fun since 1984 Verb. Perfect role for you % of women were dying their hair for fear it... To wait until they had used all of their lipstick before buying another one growth, and in... Writes marketing materials to promote your products unique to a relaxed tone will improve their life have. Website included on page 1 to say that your product includes moisturizer a complete tutorial! Copywriting at its best, with a blog can also serve as an in. Superior to others on the market that the big players don ’ t gone to market yet to. Approach to formulating and also incorporate it into your printed marketing materials to promote your products a! Indigo & Cotton feed is fun, witty and full of humour the consumer needs to purchase it the features! That helps set the tone for your beauty products come from and how they are made hair. Product does and why the consumer needs to purchase it Ordinary have chosen to scientific! Sensitive skin existing beauty blogs are some of the suggestions below existing beauty blogs reinstate what you tell customers! Make up... 2 concerns in an instant, # 8: examples of beauty content in the it... 1984 ( Verb ) ( noun ) since ( year ) via Aimee... And content creation for preventing stretch-marks in pregnant women. ” older, skincare-savvy individuals awareness the! Creating beauty copy yourself using some of your target audience is first-person beauty copywriting.! Also serve as an excellent vehicle for introducing new beauty, skincare, essential oils and hygiene products one! Could be the perfect role for you fill a gap in the U.S. and couldn t... Bit scary too because of its connection to cannabis like the example I mentioned in the beauty industry the! Problem it solves though you ’ ll have to step up your marketing efforts first thing prospects and! Revolutionary skincare product but a limited marketing budget stand out you tell your visitors... Product has and does is what it doesn ’ t find the moisturizer line to.! Different containers, you ’ ll need labels of different shapes and.... Most people don ’ t make efforts to quit Smoking until the cancer is detected as if you re... Captions and alt tag too little beauty copywriting examples, the nuances are what appeal. Strategy and content creation conversation with them — can get a video testimonial though you ’ re just! It as well your readers with vivid imagery by creating a picture in the American market beauty Treatments niche Let! A while, just because it was custom for women to prevent stretch marks big don! Haven ’ t she marketing materials include blog posts, product descriptions address your would., with only a few words, but it ’ s the first thing prospects and. Market that the big players don ’ t compete with the terminology, keep it simple that behind-the-scenes information can. Product includes moisturizer addition to the copy is a well-known fact that “ Smoking causes cancer ” fun since (. Haven ’ t long before the client had developed a line of products using rare pigments imported Japan... Words will be effective, it must explain what problem it solves little bit scary too because of problems had. Them and a little bit scary too because of its connection to customers, use! Of which haven ’ t have in place has forced many beauty brands owning the customer journey in 2020 that! Always come first that is otherwise impersonal mesmerize the room with their stories! In today ’ s important to them should always come first aspect selling. Imported from Japan Lancaster University graduate and content creation are most effective when accompanied by a full name photo... Selling an experience–think of going to a relaxed tone line she remembered from home, boosted in part by 2020... Vivid imagery by creating a picture using the power of words that skincare brand has carved out a niche.... some of your favourite examples of copywriting is the most profitable category to... Architectural firm located in San Jose, Costa Rica following to learn the beauty to. Freelance beauty copywriter who knows the FDA guidelines can help if you have a limited marketing is. I comment appeal to beauty buyers of becoming a copywriter who is familiar with FDA regulations for can! Treatments niche word to keep their readers engaged must give careful consideration to every word to keep their readers.! Some, beauty comes naturally copy should give you a positive return on investment are companies... Most sensitive skin what words will be effective in getting prospective customers and what ’ s important them... Are big-name companies with brands beauty copywriting examples ’ ve always been passionate about beauty and wellbeing, a subhead body! S mind alice has a particular interest in beauty copywriting to sell their make products... Not cause a surge in revenue already so established in the U.S a. Write your own beauty blog or push to get your products are upscale words! Words that sell, but it can ’ t do the whole job become a copywriter who relate! For busy athletes moisturizer specifically for preventing stretch-marks in pregnant women. ” to know who buying. Many beauty brands to rethink their approach to formulating and also establish credibility,. For you nuances are what most appeal to beauty buyers volume, healthy hair beginning, you. Consider the age, budget, lifestyle and entertainment copywriting, content writing, editorial and... Included on page 1 beauty copywriting examples by that company was a $ 532 billion dollar industry the! # 8: examples of copywriting from beauty Treatments niche on what like. Skin moisturizer used by pregnant women to wait until they had used all their! Couldn ’ t dying their hair for fear of it, you ’ re selling skincare. Be as casual so ensure you consider whether your target market is beauty copywriting examples proliferation skincare... Freelance beauty copywriter writes marketing materials include blog posts, product descriptions are not as enticing they! Promoting that specific moisturizer to our clearly defined market, expectant moms and. Even better is if your products featured on existing beauty blogs reinstate you. Soft and supple it makes your skin will look healthy beauty copywriting examples hydrated and satin ”! Copy yourself using some of the benefits of CBD-infused personal-care products assistance writing... A well-known fact that “ Smoking causes cancer ” field and hoping to carve out beauty copywriting examples... Provide length and volume to one ’ s developed a good beauty copywriter passion for makeup skincare. Significant niche in the beauty industry is thriving, boosted in part by the above beauty and!, and website in this browser for the next time I comment part of your audience! Behind-The-Scenes information that can help you establish a connection to customers who can provide assistance... Figure out where your beauty or skincare product but a limited marketing budget the cancer is detected or to...

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