This is great news for entrepreneurs entering the field and hoping to carve out their slice of the pie. Those consumers are very receptive to the brand’s entreaties because the messaging is focused on what they’ve been looking for. ... some of which haven’t gone to market yet. If you think you have it in you to create some truly great beauty copywriting examples of your own but could do with a bit more advice first, check out our blog post on how to become a beauty copywriter. In Germany the bestselling product by that company was a skin moisturizer used by pregnant women to prevent stretch marks. With regular use, your skin will look healthy, hydrated and satin smooth.”. Think of the long-term goals of the beauty company you are writing for, how can your copy make these goals achievable? The Beauty Copywriter must be passionate and knowledgeable about skin care, medical aesthetics and RealSelf's mission to help millions of people make smart, confident decisions … 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. 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. From ‘hidden gem’ to ‘melting pot’, it’s understandably difficult to stay away from bog-standard vernacular when writing about the same places as every other travel brand out there. It’s that behind-the-scenes information that can help you establish a connection to customers who can relate to your problem. 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. A good beauty copywriter with SEO experience should be able to incorporate the target keywords into the copy without sounding obvious. 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. “Identify a market that has been overlooked or taken for granted by larger, more established companies, targeting their promotion at consumers whose needs haven’t been addressed,” according to an article in Forbes on the future of retail in the beauty industry. So how are beauty brands owning the customer journey in 2020? Net-a-Porter. The market is largely driven by growing awareness of the benefits of CBD-infused personal-care products. Here’s a quick example. 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. Your best bet when you have a limited marketing budget is to pick a small niche, one that you can target with zeal. Consider starting your own beauty blog or push to get your products featured on existing beauty blogs that already have an audience. These words have become synonymous with the beauty copywriting. (RELATED: How To Become A Copywriter In 10 Easy Steps) #8: Examples Of Copywriting From Beauty Treatments Niche #1: Glamour Pop-Up Box This isn't a bad use of a popup box. We began promoting that specific moisturizer to our clearly defined market, expectant moms. Transparency-minded consumers are interested in what goes into their beauty products. “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. Will your beauty product make the people who use it prettier, thinner, or younger? But don’t stop there. Post positive feedback on your website and also incorporate it into your printed marketing materials. 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. Limit your use of jargon. A blog can also serve as an excellent vehicle for introducing new beauty, cosmetic, skin care and hair care products. Beauty copywriting is an exception. To find out more about our health and beauty copywriting service, fill in the form or give us a call on 01803 865025. Narrow your focus to market your products. But consistent, information-rich, interesting posts will earn you a loyal following that ultimately builds your brand, drives sales and turns your products from a fad, to a trend and finally, a thriving business. Example. The beauty and cosmetic market is well-established. Whether it’s a special soap, shampoo or moisturizer, beauty brands that sell directly to consumers without involving a retailer face multiple challenges. If you’re going the DIY route, try these tips. No longer are the only players in the market big beauty corporations like Maybelline, Estee Lauder and L’Oréal. The simple Clairol slogan, Does she…or doesn’t she? There are two types of blog writer: hobby or personal bloggers, who write for their own blog; and... How to write a blog post: a step-by-step blog writing template. If you lack the time, desire or ability to write your own beauty product marketing copy, there is another option. Testimonials are most effective when accompanied by a full name and photo. See samples of work produced by Susan Greene, freelance copywriter located in Orlando, Florida. The headline starts the selling process but it can’t do the whole job. … Selling false eyelashes or eyelash extensions? 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. “He single-handedly changed the nature of modern direct response advertising,” says John Carlton, “… and through his teachings, spawned three generations (and still … They always mention the exact products used and also often link it back to their website, allowing the customer to immediately make a purchase. revolutionised hair dye and within six years of the campaign being released, over 70% of women were dying their hair. My client knew she couldn’t compete with the dominant moisturizer brands already so established in the U.S. She can ensure the copy is compliant with regulations but is also effective in helping to sell your product. 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. Thank you! Facebook ads are extremely popular for brands, businesses and even for bloggers. (Brand) take(s) care of the rest. Tagline: Preventing leaks since 1952 . Alice is a Lancaster University graduate and Content Delivery Manager at Copify. Get a Quote. It’s important to mention that your product only contains ingredients that benefit skin health. Unless the visitor is likely to be familiar with the terminology, keep it simple. Or maybe you visited some remote village in Japan to learn the beauty secrets of geisha girls. Before writing any marketing materials to promote your beauty products, you need to know who you are targeting. During the course of my career, I have gained 4+ years experience in copywriting, content writing, editorial strategy and content creation. This game-changing soft textured fabric tool is a blending dream that’s designed to seamlessly apply & soften both liquid and powder products.’. Beauty copywriters know they must give careful consideration to every word to keep their readers engaged. ... Allurials manufactures a rapidly growing line of all-natural beauty products for hair and skin care. Figure out where your brand fits in today’s rapidly growing beauty industry. 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. One more thing to keep in mind, unless you carry only one type of product, your labels are going to need some customization. The best product descriptions for your hair care, skincare and beauty products are written with both your prospect and SEO best practices in mind. Seeking an experienced beauty copywriter for your brand? 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. It’s new to them and a little bit scary too because of its connection to cannabis. Or you can be the copywriter who pens something a bit more enticing like: “This luxurious moisture-rich elixir is thick and creamy without being heavy or greasy. A beauty copywriter writes marketing materials for beauty brands. Brand: Bob’s Sealant. When writing about beauty products, almost as important as what your product has and does is what it doesn’t have. It quickly firms skin, erasing years in minutes. 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. However, most people don’t make efforts to quit smoking until the cancer is detected. Bing: Let the facts do the talking. If you have photos, use it in the captions and alt tag too. Facebook Ads. Picture yourself having a one-on-one conversation with someone in your target demographic and answer these questions: Envisioning your ideal customer and imagining a casual chat with them will help you craft persuasive copy. 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!!’. So she chose a niche market. not just “moisturizer” but rather “moisturizer specifically for preventing stretch-marks in pregnant women.”. Despite the subject matter, which lends itself well to content marketing, there are still … Remember, while SEO is important, your prospective customers and what’s important to them should always come first. These marketing materials include blog posts, product descriptions, website copy, and packaging copy. Using a direct-to-consumer model, many small businesses can be successful marketing their beauty products online. Be sure your copy mentions appealing features such as the lashes are multi-layered, lightweight, made of natural hair and designed to enhance all eye shapes. Blogging isn’t a quick fix. Click here. Save my name, email, and website in this browser for the next time I comment. A copywriter who is familiar with FDA regulations for cosmetics can write label copy that is compliant but also sells products. In just two sentences, Tati Beauty explains what the product does and why the consumer needs to purchase it. Consider these beauty industry statistics and you’ll clearly see the potential opportunity in the numbers: Ever hear great speakers deliver a presentation? An account already exists with this Email, KFC UK’s Twitter feed is fun, witty and full of humour. An added plus is if your product is safe for even the most sensitive skin. 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. Do you feel inspired by the above beauty copywriting examples? Clairol. If your product doesn’t have colorants, perfumes, or oils that could be irritating to skin, be sure to include that information as well. Or how about the small cosmetics firm that’s developed a line of products using rare pigments imported from Japan? Tell your story, elicit emotion and offer up all the scintillating details, and you’ll soon be adding up all the orders for your product. Above all, be truthful. Groupon Gets Bonus Points for Its Funny Email Copy. Beauty blogs are some of the most popular blogs being published these days. 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! Give facts and details, not fluff. It’s one thing to say that your product includes moisturizer. My linen closet is full of free samples that I … What is a Beauty Copywriter? Social proof is one of the most effective selling tactics online today. Carefully consider every word in your product descriptions. How to be really good at beauty copywriting, with Glossier’s Annie Kreighbaum. #2: Mac Opt-In Box View project details Sarco Architects is an architectural firm located in San Jose, Costa Rica. And by magic, I mean increased sales, Instagram follower growth, and community … If your product is organic, be sure to explain that it’s free of preservatives and chemicals. When discussing beauty copywriting, Tilbury recommends that it’s best to speak from the heart: “I’m not a marketing person, I’m looking at it from an expert point of view, I’m a perfectionist.”. If your products are upscale, words like “luxurious” and “elegant” might work. Before you can write copy for your beauty products, you must determine who to target. Now What? Some things in life are (inherent requirement). You might be a recent graduate looking to begin your career, or you’ve worked in other jobs and have decided it’s time for a change. For hair products, talk about lush, full volume, healthy hair. Writing about beauty products can be challenging. Promote what makes your products unique to a specific audience you can identify. ", 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. At the heart of effective marketing copy is a clearly defined benefit statement. Hair care products made up a further 21%. If you’re selling CBD skincare products, you have some unique challenges because many people don’t know about CBD. Go through the tips in following to learn how. One Touch Art The story you write about your beauty product can be a great enticement and also establish credibility. Cancer … They want shorter, simpler ingredient lists. To make a product go viral, strive to achieve the following four elements in your marketing copy: Selling hair dye, shampoo, conditioner or accessories? Fashion Copywriter for Designers and Retailers, "My Copywriting Client Ghosted Me. A beauty copywriter who knows the FDA guidelines can help you create compliant labels and packaging for your cosmetics. While that won’t always be possible – competition for page 1 can be stiff – you still should use SEO best practices to have the best shot at ranking high. Talk about the inspiration behind its creation or describe the obstacles overcome to produce this product. It works exclusively with … During her English Literature degree, she enjoyed studying gothic and contemporary literature. You only pay for what you need. Or perhaps your web copy about the product’s unique qualities is less than riveting. So you’re thinking of becoming a copywriter. Write beauty and skin care copy as though you’re speaking to a friend. Product descriptions must make the reader feel something. 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. For example, if you are a seasoned parent, writing a blog post about beauty tips for mums can help beauty companies with an older target audience find you. We work on the brief with you to find the most … A conversational tone can make products sound inviting. A pro can compose copy that establishes your brand and generates sales. via copywriter Aimee Rhodd. 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. Check out samples of published work by freelance beauty copywriter Michelle Thomas. Our focus is entirely on value for money. 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. Does it have a unique fragrance? What Does This Mean for Beauty Copywriting? 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. Choose words that are consistent with your brand. The Beauty Copywriter must be passionate and knowledgeable about skin care, medical aesthetics and RealSelf's mission to help millions of people make smart, confident … 26 Of The Best Fashion And Beauty Ads. The owner, who was German, had grown up using the products. Copy for Lipsticks Have to be Accurate In promoting a skin care item, for example, you can tell your online visitors that it contains shea butter and essential oils. Luxury brand Charlotte Tilbury utilises first-person beauty copywriting to sell their make up products. This not only increased sales but created a trend that we still follow in the beauty world today. Consider a skin care product. Improperly labeled, misleading or deceptively packaged products can get you in serious trouble. Visuals will attract the eye and add credibility to the positive reviews. In writing about beauty products, you’ll want to include the relevant features and specs. Not all beauty copywriting should be as casual so ensure you consider whether your target audience would respond well to a relaxed tone. Alternatively, brands like The Ordinary have chosen to create scientific, stripped-back content about their products, to attract older, skincare-savvy individuals. Common containers include: To accommodate different containers, you’ll need labels of different shapes and sizes. She’d immigrated to the U.S. and couldn’t find the moisturizer line she remembered from home. Example. What do you think will compel them to try your product? Is it a teenage girl or a 30-something expectant mom? Tell your story. A beauty copywriter, someone with experience writing about cosmetics, hair care, skincare, essential oils and hygiene products is one solution. They must help her to imagine all the wonderful benefits she’ll receive from using your beauty product or cosmetic. Also use the most important keyword phrase in your headline, a subhead and body text. E-commerce in the beauty industry is thriving, boosted in part by the 2020 COVID-19 pandemic. 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. Tagline: Making surveillance fun since 1984 (Verb) (noun) since (year) via copywriter Aimee Rhodd. The money you invest in professional beauty copy should give you a positive return on investment. Or perhaps your product is for middle-aged men. Who’s behind these products? What do you most want them to know about your beauty product? Alice has a particular interest in beauty copywriting and enjoys attending concerts in her spare time. Do you have a hair care, skincare or beauty product you’re trying to sell but your marketing materials are less than, well, beautiful? Filling a highly specific niche is a proven strategy for marketing beauty products. A beauty copywriter can write copy that helps set the tone for your brand and produces sales. Write descriptions that help the customer picture themselves using and benefitting from your products. A blog post or two will not cause a surge in revenue. Direct-to-consumer (D2C) beauty brands have exploded along with e-commerce, in large part enabled by social channels, email marketing and shoppable apps. Even better is if your picture includes the customer actually using your beauty or skincare product. Optimize product label copy to boost sales. Entice your readers with vivid imagery by creating a picture using the power of words. HERSHEY’S CHOCOLATES. All rights reserved. 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…. Who wouldn’t want that! The beauty of copywriting is exemplified through the use of just three words used. 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. Whether selling skincare products or services, your descriptions must help create a picture in the reader’s mind. You’re not just selling a skincare or hair care product. Does it contain new, scientifically tested or natural ingredients? If you are writing sample copy for a brand, it is essential you understand who their target audience is. They will also act as call-to-action triggers. It’s the first thing prospects see and largely determines whether they stick around and read more or hit the back button. To get a better sense of what doesn’t fly, below are phrases taken from … © 2021 Greene Marketing, LLC, Susan Greene, copywriter. 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. Consider incorporating any and all of the following tools of persuasion into the marketing materials for your cosmetics, skincare or other beauty products: Encourage your satisfied customers to post pictures and talk about your skincare brand on their social media. Phoenix, Arizona, Susan Greene 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. For example, using your Instagram account to review beauty products can be a great way to showcase your writing abilities to a large audience and practise honing your beauty copywriting skills. 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. How To Become A Copywriter In 10 Easy Steps, #8: Examples Of Copywriting From Beauty Treatments Niche. When YouTube make up guru Tati Westbrook launched her beauty company, she drew upon her years of... 3. By Nikki Gilliland August 1st 2017 16:28. To be effective, it must explain what problem it solves. A pro can compose copy that establishes your brand and generates sales. Or perhaps you’ve designed a line of cosmetics for women of mixed ethnicity because you had trouble finding the right products for your medium-brown skin. Beauty Copywriting…More Than Just Pretty Words How many times have you read the words: Gorgeous, Luminous, Effervescent on a beauty product you purchased? Finding your target market is the most important aspect of selling a … Let us know some of your favourite examples of beauty content in the comments below! Follow these 10 guidelines to create effective copy promoting beauty, skin care and hair care products. Make your product descriptions seductive. Consider working with a CBD skincare copywriter to create marketing materials that educate and persuade. Skin care has been forecast to remain the most profitable category. 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. floridacopywriter@gmail.com A beauty-product description copywriter can help if you find you’re struggling with the verbiage. Maybe your product descriptions are not as enticing as they could be. The best beauty product descriptions address your customers directly and personally, as if you’re a friend having a conversation with them. My specialities are beauty, skincare, lifestyle and entertainment. The law does not require cosmetic products and ingredients, other than color additives, to have FDA approval before they go on the market, but FDA laws and regulations apply to cosmetics with regard to labeling. 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. Often, the nuances are what most appeal to beauty buyers. The beauty industry is estimated to be worth a staggering £447 billion. 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. They use slang and acronyms and work to be “hip” with their audience. For everyone else, there’s Bob’s. What about the hair stylist who’s created a dry shampoo perfect for busy athletes? This way product description for beauty products will quicken decision making. When someone Googles a specific product or type of product, you want your website included on page 1. 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. Stories sell. Why is your product superior to others on the market? Telling your story will create intrigue about your product. Use interesting, thought-provoking language to create a picture in readers’ mind. When launching a new product, it is essential you explain what the product is in a concise way: if a consumer is confused about what the product is, they won’t purchase it. The moisturizer line she remembered from home improperly labeled, misleading or deceptively packaged products can guilty... Picture includes the customer actually using your beauty product or cosmetic interest in beauty copywriting service, fill the. Copywriting should be as casual so ensure you consider whether your target audience.!, for example, you ’ re going the DIY route, try tips. 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