The skincare market is worth over $140 billion worldwide, making up around 16% of the global cosmetics market. It’s one of the few areas of the beauty and cosmetics industry that grew during the pandemic, and there are new brands entering the space all the time.
Starting A Skincare Brand
If you’re starting a skincare brand, then you’ll be aware of the sheer amount of work involved. It combines everything from science, chemistry and tech through to logistics, marketing and distribution. There’s a lot to juggle, and let’s be frank: it’s a competitive market. But although it is competitive, there’s space for new brands.
There are constant innovations in skincare with new trends and wonder-ingredients popping up on the market all the time. One year it might be ten-step routines, the following year we’re all into scaling back and using multipurpose products.
I’ve been a beauty fan for a long time. I used to run a beauty blog and I’ve previously worked in the industry. I’ve probably followed a huge chunk of those skincare trends up there.
Why Copywriting Matters For A Skincare Brand
You might be thinking that the writing on your website’s not a big deal. You’re active on social media, your branding looks great and your products are perfect. Does anyone even read the writing part?
They do. Think about just how much writing is actually involved in your brand:
- Packaging copy
- Website copywriting
- Social media captions and bios
- Emails
- PR and influencer outreach
- On-site blogs
- Editorial content
- Advertising
Suddenly the writing seems a bit more important doesn’t it?
In a competitive industry, getting the tone of voice right for your beauty brand is essential. Getting it wrong can mean that you fall flat with your audience, or that your website doesn’t convert visits into sales.
Poor copy can also mean that people don’t even find your website in the first place. And that means less sales.
Why Work With A Skincare Copywriter?
Like any industry, working with a specialist copywriter often makes sense. They have knowledge of the industry, experience of working with skincare brands and a great understanding of your target audience. They know the ingredients, the intent behind a customer’s interaction with a brand and keep a close eye on the latest trends.
They know the things that make the industry – and it’s customers – tick. If you’re new to the skincare and beauty industry, it can seem like a lot. There are a ton of different terms, buzzwords and tools to keep in mind. It’s way more than just knowing your hyaluronic acid from your HydraFacial.
In short, here’s why you should work with a skincare copywriter:
- They understand the industry, the science behind it and the terminology (which means less time and budget spent getting to grips with it all).
- A skincare copywriter usually loves skincare and can understand your audience.
- They’re aware of trends and latest angles for your content.
- They have experience in the industry so know what works (and what doesn’t).
Getting your brand tone of voice, brand proposition and unique selling points is key for you to stand out and connect with your audience. Working with a skincare copywriter will help you to do that.
Skincare Copywriter Portfolio
You can find some examples of skincare copywriting in my portfolio. You’ll also find some of my skincare editorial pieces for Refinery29, PopSugar and The Stack World. I’ve been writing about skincare and beauty for 10+ years.
I have 10 years of experience in marketing, including within the beauty industry and in content marketing. I’ve also previously run a successful beauty blog, working with global brands and agencies to raise awareness of their products.
As a freelance writer I’ve worked with skincare start ups, established beauty brands and specialist skincare brands in vegan skincare, multipurpose beauty products and skincare aesthetics.
Want to work with me as your skincare copywriter?
Get in touch with me and we can discuss your skincare brand, ideas and your audience.
I can work with you to develop your skincare brand’s tone of voice, website copy, social media content, email marketing and blog content. Not sure where to start? We can start right there.