A Deep Dive Into Beauty Copywriting ft. Laura Casciola, Hardeep Gill, and Janell Hickman

Naked Beauty

The Naked Beauty Podcast

Arts, Fashion & Beauty

4.7 • 1.2K Ratings

🗓️ 11 November 2024

⏱️ 82 minutes

🔗️ Recording | iTunes | RSS

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Summary

In today’s episode of Naked Beauty, I spoke to three writers from top beauty brands: Glossier, Dieux, and Sol de Janeiro for a deep dive into all things beauty copywriting. In the crowded landscape of beauty, tone, and voice are key ways for brands to break through the noise. I’ve been wanting to do an episode on this topic for so long - tune in for conversations with Laura Casciola of Dieux Skin, Hardeep Gill, formerly a copywriter for Glossier, and Janell Hickman of Sol de Janeiro for an in-depth discussion of what it takes to translate brand personality into copy that sells. We discussed the collaborative efforts it takes to write copy, the importance of intentional messaging, and how to customize copy for social media. We also got to dive into what it takes to become a copywriter and how artificial intelligence might change the field.

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Transcript

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0:00.0	Hello, hello, this is Brooke DeVard, and you're listening to the Naked Beauty podcast.
0:10.4	Welcome back to another week, a difficult week.
0:13.8	I'm not going to sugarcoat this past week has been really rough.
0:18.4	I'm recording this on Friday, November 8th. The shock of the election
0:23.8	has worn off. Like, I have now fully come to terms with the fact that Donald Trump will be our
0:30.9	president again, as hard as that is to even say. And you know what? It really hurts to see someone so deeply qualified,
0:40.5	someone like Kamala Harris lose to a convicted felon. But this is America. And sometimes America
0:49.3	will remind you what the majority of people think, what they value, who they disregard, and who they don't value.
0:57.8	So what do we do from here? I think we continue to organize as a community. We continue to support each other and take care of ourselves, like really, really, really good care of ourselves.
1:09.5	I have personally deep conditioned my hair twice
1:12.6	this week already. I've taken a bath every night. My baby will be here in a matter of weeks. I can't
1:19.9	believe it. So I really need to prioritize rest and my own well-being. It's much easier said than done,
1:26.6	so I'm not suggesting you skip over the
1:28.7	grief and rage stage. Those are very valid feelings if you need to cry, cry, if you just need to
1:36.0	be angry and hold on to that anger, that is valid as well. But I do believe that self-care is more
1:42.3	important now than ever. I hope listening to this podcast
1:46.0	is a source of joy and relaxation for you all. And today's topic is a really fascinating one.
1:52.7	I have been wanting to do an episode on copywriting in the beauty industry for a long time,
1:58.2	because it's this invisible piece of the beauty industry, but it is so central to the way that we experience products and brands.
2:06.1	I want you to picture yourself in a beauty store. It could be Sephora, Alta, wherever. Think about how many products in that store do the exact same thing, multiple rows of
2:19.3	moisturizer, of lip gloss, of cleansers, of toners, of eyeshadows. So how does each brand make
2:25.6	itself stand apart? Of course, packaging and design is a really big part of this equation,
	...

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