How beauty copywriting adds value to your brand

Deciding whether to invest in beauty copywriting services is a big choice to make. Is it something I should do myself? Will the beauty copywriter I work with understand my brand and goals? How do I know if it’ll be worth it? But what you get out of your copywriting depends on what you put into it. If you’re willing to make copywriting a business priority, it’s a valuable (and often overlooked) way to stand out in a busy market.

What is beauty copywriting?

Copywriting is the process of writing text or ‘copy’. Copywriters are the professionals that write it, but really, anyone can write copy. In fact, you write copy every day. Back-and-forth work emails, funny messages to friends, sweet birthday cards for loved ones, and everything in between. Depending on your job, you might also be responsible for writing copy for your business. That could include marketing material, reports, case studies, pitch decks, and website pages.

Beauty copywriting is a specialty within the copywriting umbrella. This type of copywriter knows how to write copy specifically for the beauty industry and its consumers. They work with other business functions such as R&D, marketing, legal, and operations.

Why is copywriting important for beauty brands?

Creating copy is essential for every beauty brand’s purpose: selling beauty products. There are some beauty copywriting tasks that are quite specific to the industry:

  • Writing compliant cosmetic claims,
  • Cross-checking ingredient names (INCI/CosIng),
  • Understanding regulations specific to certain cosmetic products.

Writing these well could be the difference between having a compliant product and a regulatory nightmare. A beauty copywriter knows how important this is to your business. They spend time and effort ensuring your copy is compliant and it shouldn’t be taken lightly. It’s one important element separating beauty copywriters from generalist copywriters.

Like all businesses, beauty brands also need to write copy to have a functional business. These include writing:

  • Product descriptions and packaging,
  • Product launches and campaigns,
  • Website copy,
  • Digital marketing copy such as blog posts, EDMs, and eBooks,
  • PR, marketing, and advertising copy,
  • Tone of voice and brand guidelines,
  • Pitch decks and B2B documents,
  • Training material,
  • Customer service templates.

You should always aim for your beauty brand’s copy to sound spot-on – particularly if it’s consumer-facing. Brands with excellent copy will be more memorable and trustworthy in a competitive market. It also helps with improving the perceived value. If your copy isn’t well-written, it won’t reflect your brand positively. The same goes for internal or B2B communication. No matter who’s reading your copy, it needs to cater to the audience: from a team assistant learning the ropes to a major investor looking to inject cash into your business. Because people won’t read crap copy.

How does copywriting enhance my beauty brand?

Aside from being necessary, every bit of copy is a chance to build your brand and strengthen your business. Beauty copywriting can show off personality, reflect expertise, or solve a problem. It’s also an opportunity to show consumers you understand their needs and that your brand relates to them.

“Value-adding” is one of the biggest buzzwords in business. It’s like saying, “Do you want fries with that?”. It’s an opportunity to say or do more for your customer in a way that feels compelling to them. And yes, you can upsize your beauty brand’s copy.

How you add value to your beauty copywriting depends on what your brand does, who you’re writing for, and what the purpose of the text is. For example, skincare brands can demonstrate added value in a website product description by sharing details about the production process, unique ways to use a product, or a fact about how it’s packaged. Include something that hasn’t been said by your competitors. That’s what makes your copy, product, and brand exciting.

Should I work with a beauty copywriter?

If you want your beauty brand to sound the best it can, consider working with a beauty copywriter. (You’ve already come to the right place.) Their job is to write magnificent copy so you don’t have to. As well as providing copy, they can offer advice about beauty communication and how to apply best practices to your business. When you place your trust in a beauty copywriter, you’ll be surprised by the new ideas and perspectives they can bring to your business.

Amy Hadley

Amy Hadley is a beauty copywriter with a background in print journalism, digital media, public relations, and eCommerce. As someone contributing to the beauty industry, she encourages her clients to use words creatively, sincerely, and responsibly. This is to promote more honest and thoughtful communication in the beauty industry, and better serve its consumers.

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