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Beauty Copywriter for Cosmetics, Skin Care & Hair Care Products

Writing Product Descriptions, Labels & Web Copy for the Skincare & Beauty Industry

copywriter for cosmetics

10 Tips for Writing Beauty/Skincare Copy

  1. Define what makes your product special.
  2. Know what matters to your customer.
  3. Include lots of details in product descriptions.
  4. Mention features but focus on benefits.
  5. Optimize product label copy to boost sales.
  6. Tell your story. Who’s behind these products?
  7. Incorporate customer testimonials.
  8. Apply SEO best practices.
  9. Blog to stay in touch with customers.
  10. Hire a beauty copywriter for professional copy.

How a Beauty Copywriter Can Help

Do you have a beauty or skincare 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.

Beauty is a $532 billion dollar industry in 2019. But to claim your slice of it, you’ll have to step up your marketing efforts.

beauty copywriter

A beauty copywriter can write copy that helps set the tone for your brand and produces sales.

A beauty copywriter, someone with experience writing about cosmetics, hair, skincare, essential oils 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 be effective in getting prospective customers to reach for their wallet.

Or, if you’re a DIY type, consider writing beauty copy yourself using some of the suggestions below.

Find Your Beauty 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 with a revolutionary skincare product but a limited marketing budget stand out?

What about the hair stylist who’s 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?

beauty industry

Narrow your focus to market your products. Fill a gap in the beauty industry that others have overlooked.

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 obtained 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.

marketing beauty products

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. And today that skincare brand has carved out a significant niche in the American market.

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.

write copy for beauty products

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

If the words just aren’t flowing for you, pretend you’re having a one-on-one conversation with someone in your target demographic. What do you want to tell them about your product? What do you think will compel them to want to try your product? Sometimes, envisioning your ideal customer and imagining a casual chat with them will help you get past writer’s block.

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.

Selling false eyelashes or eyelash extensions? Be sure your copy mentions appealing features such as the lashes are multi-layered, lightweight, made of natural hair and designed to enhance all eye shapes. Describe how they provide length and volume to one’s own natural lashes to create a fuller, longer look. Who wouldn’t want that!

writing copy to sell eyelashes

Selling false eyelashes? Be sure to describe the lash features — made of natural hair, lightweight and multi-layered.

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 satin smooth.”

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.

Every Word Counts in Writing Your Descriptions

The headline is the most important part of your written sales pitch for beauty products and skincare services.  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.

Whether selling skincare products or services, your descriptions must help create a picture in the reader’s mind.

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
  • Essential
  • Spa-quality
  • 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, i.e. “This product will make your skin feel soft” versus “This product will make everyone’s skin feel soft.” Also, choose “you” instead of a generic, third-person reference like “users” or “customers.”

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.

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–think of going to a spa–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.

effective marketing copy

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

When you appeal to people’s emotions, and tie your product’s features to benefits the customer can expect to receive, your copywriting becomes more engaging and memorable.

To make a product go viral, strive to achieve the following four elements in your marketing copy:

  1. Emotional Impact — When you elicit an emotional response within consumers, you instantly form a connection with them.
  2. Practical Value — Consumers are more likely to buy and recommend a product that is useful and solves a problem they have.
  3. Social Currency — An innovative product that helps the user be perceived as “cool” and ahead of the social curve gains instant appeal.
  4. Visibility and Recognition — When brand positioning makes a product stand out as special or upscale and is easily recognizable by customers, it becomes more desirable.

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.

Transparency-minded consumers are interested in what goes into their beauty products. They want shorter, simpler ingredient lists. Vegan (no animal-derived ingredients), non-toxic and cruelty-free products rule. Sustainability is also important. Customers want to know where your beauty products come from and how they are made.

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.

Write beauty and skin care copy

Write beauty and skin care copy as though you’re speaking to a friend. A  conversational tone can make products sound inviting.

Above all, 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.

Capitalize on Trends

There are four major trends that young beauty brands can take advantage of now, according to a 2019 article in Forbes that examined the beauty industry:

  1. The Instant Fix: These are primarily skincare products that offer consumers immediate results. They’re clinically-proven beauty solutions that get rid of bags, dark circles, wrinkles and uneven skin tones NOW!
  2. The Doll Look: Forget about trying to looking natural. A flawless, porcelain complexion and perfect hair is the ideal look, even if it takes heavy makeup (or plastic surgery!) to get it.
  3. Skin Care from the Earth: The products in this category are natural, artisanal, organic and biodegradable. Think farm to hair-and-skin. They’re part of “clean living” and don’t just make you look better; they help you achieve greater health and wellness.
  4. Customization and Personalization: Everyone is unique so every person’s beauty routine should be individualized too. Beauty companies in this category use a customer’s data to create hyper-personalized beauty products relevant to genetic background, age, local climate, ethnicity and skin issues.

These trends are helping to grow the beauty industry at a steady rate. Consumers, mostly women, are interested in exploring. They enjoy trying new products and discovering creative new brands, especially when they can post about them on social media like Instagram and Facebook. Figure out where your brand fits in today’s rapidly growing beauty industry.

marketing beauty products online

Using a direct-to-consumer model, many small businesses can be successful marketing their beauty products online.

Startups and D2C Beauty Brands Gain Traction

Today’s beauty industry is far different than it was 10 years ago. Direct- to-consumer beauty brands have exploded, in large part enabled by social channels, email marketing and shoppable apps. They can promote their beauty and cosmetic products using grassroots means and gain traction even with a limited marketing budget.

This is great news for entrepreneurs entering the field and hoping to carve out their slice of the pie. No longer are the only players in the market big beauty corporations.

Startups and small beauty companies that target tight micho-niches, focus on the customer experience, and use cost-effective marketing techniques such as creating social media content and writing effective emails to sell products online are finding a path to profitability.

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.

Stories sell

Tell the story of what inspired you to create your beauty products or the obstacles you had to overcome to bring your dream to fruition.

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.

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.

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 ethnicity because you had trouble finding the right products for your medium-brown skin.

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

Telling your story will create intrigue about your product. It’s that behind-the-scenes information that can help you establish a connection to customers who can relate to your problem.


Storytelling can be an effective tool that gives meaning to a product that is otherwise impersonal.

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. Let your fans do the selling for you!
  • 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, Instagram, Twitter, Pinterest and YouTube all offer opportunities for you or others to write about your products and gain visibility to far-reaching audiences.
skincare brand

Encourage your satisfied customers to post pictures and talk about your skincare brand on their social media.

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 and think, “Hmm, if this skincare product worked for her, then it will probably work for me!”

Testimonials for beauty products

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 actually using your beauty or skincare product.

Visuals will attract the eye and add credibility to the positive reviews. Post positive feedback on your website and also incorporate it into 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.

beauty blog

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, drives sales and turns your products from a fad, to a trend and finally, a thriving business.

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.

written product descriptions

The best product descriptions are written with both your prospect and SEO best practices in mind.

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.

If you’ve decided to use the niche strategy mentioned at the beginning, be sure to choose long-tail keywords that speak to that customer segment, i.e. not just “moisturizer” but rather “moisturizer specifically for preventing stretchmarks in pregnant women.”

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.

Copywriter for Cosmetic Product Labels

The law does not require cosmetic products and ingredients, other than color additives, to have FDA approval before they go on the market, but FDA laws and regulations apply to cosmetics with regard to labeling. Improperly labeled, misleading or deceptively packaged products can get you in serious trouble.

write label copy

A copywriter who is familiar with FDA regulations for cosmetics can write label copy that is compliant but also sells products.

The Personal Care Product Safety Act, introduced in 2017, gave the FDA more power to regulate ingredients and ban toxins in cosmetics and personal care products. Having these regulations in place has forced many beauty brands to rethink their approach to formulating and also marketing their cosmetics.

A beauty copywriter who knows the FDA guidelines can help you create compliant for the labels and packaging of your cosmetics. She can ensure the copy is compliant with regulations but is also effective in helping to sell your product.

10 Tips for Beauty Copywriting Summarized

Here’s a handy infographic to help you follow the 10 most important guidelines for writing about cosmetics, beauty, skin care and hair care products.

Infographic - Beauty Copywriting

Follow these 10 guidelines to create effective copy promoting beauty, skin care and hair care products.

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.

professional copywriter for beauty products

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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Contact Susan Greene

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

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Some of the best copy I've ever read for a product


You are AWESOME! This is some of the best copy I've ever read for a product. Thank you!

Mark Reff
One Touch Art
Phoenix, Arizona

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