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Beauty Copywriter for Cosmetics, Skin Care & Hair Products

Writing Product Descriptions & Web Copy for the Beauty Industry

posted under Find a Copywriter Who Specializes in Your Industry

Do you have a beauty product you’re trying to sell but your marketing materials are less than, well, beautiful?

Maybe your product descriptions are not as enticing as they could be.  Or perhaps your web copy about the product’s unique qualities is less than riveting.

A beauty copywriter, someone with experience writing about things like cosmetics, hair, skincare and hygiene products is one solution. A pro can compose copy that establishes your brand and generates sales.  He or she will know what words will get the job done.  Or, if you’re a DIY type, consider writing beauty copy yourself using some of the suggestions below.

Find Your Niche

Before you begin marketing and writing copy, define your product line. The beauty and cosmetic market is well-established. And the dominant players are big-name companies with brands they’ve heavily invested in promoting.

So how can the little guy stand out?

What about the entrepreneur who created a dry shampoo perfect for busy athletes?

Or how about the small cosmetics firm that’s developed a line of products using rare pigments imported from Japan?

Your best bet when you have a limited marketing budget is to pick a small niche, one that you can target with zeal. Fill a gap in the market that the big players don’t know exists or choose to ignore. Promote what makes your products unique to a specific audience you can identify.

Here’s a quick example. I once worked with a client who’d managed to obtain the rights to a brand of moisturizers manufactured in Germany. The owner, who was German, had grown up using the products. She’d immigrated to the U.S. and couldn’t find the moisturizer line she remembered from home.

Filling a highly specific niche is a proven strategy for marketing beauty products.

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. My client knew she couldn’t compete with the dominant moisturizer brands already so established in the U.S. So she chose a niche market.

In Germany the bestselling product by that company was a moisturizer used by pregnant women to prevent stretch marks. We began promoting that specific moisturizer to our clearly defined market, expectant moms. It wasn’t long before the client had developed a good following and was able to introduce more products from the German line.

Know Your Buyer

Before writing any marketing materials to promote your beauty products, you need to know who you are targeting. Is it a teenage girl or a 30-something expectant mom?  Or perhaps your product is for middle-aged men.

You’ll want to consider such factors as:

  • Gender
  • Age
  • Income Level
  • Career
  • Lifestyle
  • Beauty Problem

Once you have a persona in mind as your target customer, you can write beauty copy that speaks to what’s most important to that demographic.

Before you can write copy for your beauty products, you must determine who to target.

Writing Product Descriptions

Because you’re not selling in person, your written product description, whether online or in a printed catalog, must do the selling for you.  To be effective, it must explain what problem it solves.

Will your beauty product make the people who use it prettier, thinner, or younger?  Tell prospective customers how this product will improve their life.

Make your product descriptions seductive.  In promoting a skin care item, for example, you can tell your online visitors that it contains shea butter and essential oils.  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. It quickly firms skin, erasing years in minutes.  With regular use, your skin will look healthy, hydrated and smooth as satin.”

Well-written product descriptions paint a picture in the reader’s mind.

Product descriptions must make the reader feel something.  They must help her to imagine all the wonderful benefits they’ll receive from using your beauty product or cosmetic.  Entice your readers with vivid imagery by creating a picture using the power of words.

Tout Benefits in Your Copy

In writing about beauty products, you’ll want to include the relevant features and specs.  But don’t stop there.  Also describe the benefits that result.  You’re not just selling a beauty product.  You’re selling an experience and giving them a taste of the desirable result.

It’s one thing to say that your product includes moisturizer. It’s another to describe how soft and supple it makes your skin feel.

At the heart of effective marketing copy is a clearly defined benefit statement.

When you appeal to people’s emotions, your copywriting becomes more engaging and memorable.

Every Word Counts in Writing Your Descriptions

The headline is the most important part of your written sales pitch for beauty products.  It’s the first thing prospects see and largely determines whether they stick around and read more or hit the back button.  It serves as a hook, guiding them to the first sentence and beyond.

The headline starts the selling process but it can’t do the whole job.  Beauty copywriters know they must give careful consideration to every word to keep their readers engaged.

Use interesting, thought-provoking language to create a picture in readers’ mind.  Choose words that are consistent with your brand.  If your products are upscale, words like “luxurious” and “elegant” might work.  If you’re targeting teens, you want words like “stylish” and “amazing.” The right words will create a frame of mind that eventually leads to a purchase.

Consider these compelling words proven to grab attention:

  • Astonishing
  • Sensational
  • Remarkable
  • Discover
  • Secret
  • The first and only…
  • Treat yourself to…
  • You’re going to love…

When you compose your sentences, write the copy as though you’re talking to one person and not the masses.  Choose “you” instead of a generic, third-person reference like “users.”

Limit your use of jargon. Unless the visitor is likely to be familiar with the terminology, keep it simple.

Carefully consider every word in your product descriptions. Often, the nuances are what most appeal to beauty buyers.

Above all, be truthful.  Nobody likes being misled.  Enthusiasm is okay but skip the hyperbole (OMG!  This is the best product ever invented!)

Give facts and details, not fluff.  Convey enough information for your visitor to feel confident and enthusiastic about clicking the buy button.

What Your Product Doesn’t Have Is Important Too

When writing about beauty products, almost as important as what your product has and does is what it doesn’t have.  Consider a skin care product.

It’s important to mention that your product only contains ingredients that benefit skin health.  An added plus is if your product is safe for even the most sensitive skin.  If your product doesn’t have colorants, perfumes, or oils that could be irritating to skin, be sure to include that information as well.

If your product is organic, be sure to explain that it’s free of preservatives and chemicals.  All natural can mean lots of things, so don’t hesitate to elaborate, using details that give evidence of your product’s purity.

Focus on your buyer.  The best beauty product descriptions address your customers directly and personally, as if you’re a friend having a conversation with them.

Write Your Story

Ever hear great speakers deliver a presentation?  They mesmerize the room with their interesting stories and entertaining anecdotes.  You can do the same in writing about your products.

Look for stories to tell.  The story you write about your beauty product can be a great enticement and also establish credibility.  Talk about the inspiration behind its creation or describe the obstacles overcome to produce this product.

Stories sell. Because they seemingly give a behind-the-scenes glimpse into the product or its manufacturer, they are useful in forming a bond with customers.

Maybe you created a skin care product because of problems you had with your own skin. Or maybe you visited some remote village in Japan to learn the beauty secrets of geisha girls.  Or perhaps you’ve designed a line of cosmetics for women of mixed ethnicities because you had trouble finding the right products for your medium-brown skin.

Or, like the example I mentioned in the beginning, you wanted to introduce Germany’s best moisturizer line to Americans.

Telling your story will create intrigue about your product and can also help you establish a connection to customers who can relate to your problem.

Incorporate Customer Feedback into Your Copy

Social proof is one of the most effective selling tactics online today.  Consider incorporating any and all of the following tools of persuasion into your marketing materials:

  • Testimonials – One or more sentences by a customer heaping praise on some feature of your product. Stick to one key feature or benefit as opposed to heaping broad, generic praise.  If the quote includes specifics the testimonial will be stronger.
  • Case Studies – Case studies are expanded versions of testimonials. Explain the customer’s situation and how your product made a difference. Essentially, a case study is a mini-story with a beginning (problem), middle (solution) and end (result).
  • Product Reviews – Solicit and publish reviews from people in the media, beauty bloggers and friends.
  • Endorsements – When someone chooses your product over others in the same category, you have their endorsement. Get them to put it in writing so you can publish it.  Bonus points if the person endorsing the product is recognizable in the industry or a celebrity.
  • Posts on Social Media – Facebook, Twitter, Pinterest and YouTube all offer opportunities for you or others to write about your products and gain visibility to far-reaching audiences.

Encourage your satisfied customers to talk about your brand on their social media. They can help you build a following by promoting to their friends and contacts.

Positive words spoken about your beauty products can be extremely effective.  Your customers want to know who is buying your product and what they like about it.  Let them share their stories, in which other customers may be able to see themselves.

Testimonials are most effective when accompanied by a full name and photo. Extra points if you can get a video testimonial.

If possible, include photos or videos of the person speaking for your testimonials, endorsements and product reviews.  Even better is if your picture includes the customer using your product.  Visuals will attract the eye and add credibility to the positive reviews.  Post on your website and also use in your printed marketing materials.

Beauty Blogging Is Big

In addition to the copy on your website, one of the best ways to promote your products is with a blog.  Beauty blogs are some of the most popular blogs being published these days.

Consider starting your own beauty blog or push to get your products featured on existing beauty blogs that already have a loyal audience.

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.  A blog can also serve as an excellent vehicle for introducing new beauty, cosmetic, skin care and hair care products.

However, be realistic in your expectations.  Blogging isn’t a quick fix.  A blog post or two will not cause a surge in revenue.  But consistent, information-rich, interesting posts will earn you a loyal following that ultimately builds your brand and drives sales.

Apply SEO Best Practices

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.  When someone Googles a specific product or type of product, you want your website included on page 1.

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.

The best product descriptions are written with SEO in mind. It’s all about coming up in search results.

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.  Also use the most important keyword phrase in your headline, a subhead and body text.  Reference it as well in your title and description meta-tags (located in the site’s programming).  If you have photos, use it in the captions and alt tag too.

A good beauty copywriter with SEO experience should be able to incorporate the target keywords into the copy without sounding obvious. Remember, while SEO is important, your prospective customers and what’s important to them should always come first.

Hire a Freelance Beauty Copywriter

Writing about beauty products can be challenging.  You want to strike the right tone for your brand and present your information in a compelling, but sincere way and answer the questions that prospects are likely to have.  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.

Invest in professional copywriting. The sales it is likely to generate will more than pay for itself.

If you lack the time, desire or ability to write your own beauty product marketing copy, consider hiring a freelance beauty copywriter who can provide skilled assistance in writing words that sell.

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Do you need help writing product descriptions or other marketing materials for your beauty products?  We can help. Get smart, creative, affordable copy. Contact Susan Greene today!

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Very pleased

Thank you for copy editing our new website. Because it was originally written in Russian and then loosely translated into English, it didn't read right for targeting the U.S. market. We're very pleased with the copy now. We will be back in touch shortly to have you copy edit our brochure.

Russ Semeran
President
PackagingNOW U.S.
New York, New York

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