Writing about beauty products or on behalf of a beauty brand is a specialised job. A beauty writer needs to understand the industry in a way that most writers do not. Finding the best writer for beauty products can be challenging and time-consuming. Make your search easier by looking for the following traits in your hunt for a beauty copywriter.
Can they write well?
A quick browse of a beauty writer’s website will give you a good sense of how they write. Is their work easy to read, is their spelling and grammar correct, and does their copy generally make sense? The occasional typo can be forgiven, but if their work is littered with basic writing problems, move on. High-quality writing is free from distractions (like poor structure or formatting) and gets the point across. It shouldn’t feel like a chore to read.
Do you like how they write?
The world’s best writer for beauty brands may not necessarily be the right one for you. They could have awards and accolades, an immaculate resume, and can name-drop impressive clients. But if you don’t actually like their style, they’re not the best beauty writer for your brand or business. Have a look at their portfolio or other writing samples to get a feel for what they create. Of course, most beauty writers can adapt their writing to suit their client’s needs. However, if just you’re not feeling their approach or output, keep searching.
How have they learned to write?
It’s not hard to call for someone to call themselves a writer or copywriter. An online course here and a few clients there. Easy, done. While a writer can be inherently talented without formal qualifications, it’s best to find a writer for beauty products who has a solid professional background. That can be gained from roles in journalism, marketing, advertising, PR, communications, or other similar careers.
A beauty copywriter with work experience in such environments can interpret briefs, manage clients, and problem-solve with professionalism. Writers who only have training from an online course probably haven’t had the experience of a manager giving criticism and feedback, which is essential for learning and improvement (and at times, terrifying). They also might not have the skill to work collaboratively with other departments, such as graphic designers or website developers. Your copy might be terrific, but if it doesn’t suit the brief or work with other elements, it’s usually the writer who has to compromise.
What beauty industry experience do they have?
When you’re looking for a writer for beauty products, find someone who has worked in the beauty industry. This might include having practical experience in a spa or clinic, or having office-based roles with beauty brands or agencies. They will have deeper knowledge than someone who hasn’t and will be more familiar with industry jargon. They’ll know that a raw material should come with an SDS for your NPD. They’ll know how to cross-check using INCI/CosIng. And that HA helps reduce TEWL. (Did you get all of that?)
A skilled beauty copywriter should also be confident in writing claims to meet cosmetic regulations. Contrary to what you may see in the market, there are many things a beauty product or brand can’t claim. Beauty-related information you find on page 1 of Google isn’t necessarily a reliable, credible, or verifiable source. (That’s just good SEO.) The best writers for beauty products know they must exercise judgment and look elsewhere for appropriate information. Your beauty writer needs to be aware of limitations and work creatively within them. Most importantly, they must be able to separate fact from fiction.
Where do you find the best writer for beauty products?
If you’re reading this, you’ve found one! Hadley Co. offers beauty copywriting services for brands and businesses in the industry. You might also consider asking for referrals from people you know in the beauty industry or trawling through LinkedIn to find the best person for your project.