Why you should work with a beauty copywriter

Getting your brand’s beauty copy spot-on takes skill. The beauty industry has nuances that only those who truly get it understand. This is why engaging with a beauty copywriter can be valuable. Beauty businesses must balance creative marketing with legal obligations. Social trends with logistics.

Consumer expectations with reality. Most all-rounder copywriters/’generalists‘, digital agencies, or content marketers are capable of writing well. But they may not be able to provide insightful solutions based on beauty industry experience. (Hint: If they use ‘hydrates’ and ‘moisturises’ interchangeably, they’re not the best person for the job.)

Beauty copywriters have cross-category knowledge

Since beauty covers skincare, haircare, body care, makeup, nails, tools, and emerging categories, there is a lot of technical knowledge required to write about them well. Although they all fall under the ‘beauty’ umbrella, each category has its own terminology and acceptable claims.

Like any niche, it takes years of learning and experience to have a solid understanding of an industry. Being immersed in one particular niche or specialty allows a copywriter to develop a strong sense of what works and what doesn’t. More than just a ‘gut feeling’, years of experience inform their decisions. It pays to work with someone who knows what they know, and more importantly, knows what they don’t know.

Beauty copywriters work across departments and disciplines

An effective and efficient beauty copywriter knows their work has to be functional. Product packaging copy needs to be legally compliant and match the creative director’s vision. Website copy needs to contribute to the overall digital strategy. Marketing copy should support the marketing manager’s overall plans.

Overly wordy copy isn’t practical in the beauty industry. In fact, it might be a sign that the copywriter is more interested in flaunting their creative skills than contributing to the business’s goals. A beauty copywriter knows their role in the brand’s strategy but is equally confident in offering consultation across departments where required.

Beauty copywriters love the cosmetics industry

It’s in the name: beauty copywriters love beauty. They read industry publications and beauty media daily. These specialists spend time researching trends and considering what’ll be the next big thing. It takes skill to spot the difference between a genuinely great product and great marketing in a flash – and they can. A beauty copywriter engages with the industry just like you do. So when you send a beauty copywriter a brief, they’ll understand it.

When a copywriter enjoys what they’re working on, it shows. Their quality of work is likely to be higher because they enjoy taking the time to fully understand what they’re writing about. They’ll also be happy to ask you questions and learn from you – they want to know more and get it right.

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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