When should I think about beauty copywriting?

If you’re developing a new cosmetic product, you’ll need to spend time and effort on beauty copywriting for beauty product. Sure, you could do it yourself or ask someone in your marketing team to help. But by working with a specialist beauty copywriter during your development process, they can offer creative and commercially-minded input at every stage. A beauty copywriter can provide specific services to assist with product naming, creating a product story, and strategising ways for your cosmetic claims to stand out from others in your market.

Be proactive

Hadley Co. is happy to be flexible and meet you where you are, but it’s a good idea to introduce a beauty copywriter into your new product development process as soon as possible. There are a few reasons for this:

  • You’ll have a fresh set of eyes to spot opportunities or issues from the beginning.
  • They’ll have the background context to highlight the product’s purpose and points of difference.
  • It’ll help keep the whole process on track. When a copywriter has absolutely everything they need to do the job, there’s less stopping and starting, resulting in a quicker project.

The exact order and steps can vary, but developing a new product goes something like this:

  • R&D and briefing
  • Marketing plan
  • Formulation, sourcing, and trialling
  • Packaging and design
  • Quality and compliance
  • Manufacturing and distribution

So, where does beauty copywriting happen when you’re creating a new beauty product?

DO consider copywriting from the start

It helps to be thinking about copywriting throughout the entire product development process.

Stage of beauty product developmentBeauty copywriter’s input
R&D and briefingExplain concept and ideas to copywriter
Marketing planStart market research and claims
Formulation, sourcing, and triallingDraft claims and product story
Packaging and designFinalise claims and promotional copy
Quality and complianceProof-read and check copy for compliance
Manufacturing and distributionContinue writing promotional copy

DON’T leave it to the last minute

If possible.

While a lot of beauty copywriting tasks can be completed pretty quickly, writing claims and promotional copy for a new product takes time. Depending on the type of product and your business’s approval process, you can expect to spend about one month on the copywriting process, from briefing to passing on approved copy to your creative team. After your copywriting is approved, you’ll still have to add it to your product packaging and test print samples before moving on to other tasks.

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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