Compliance And Selling Beauty by a Skincare Copywriter.
It might not be the obvious motivation, but when you are writing about, talking about and selling your product are you thinking about the C word? I’m talking about compliance. As a skincare copywriter, I’m on the same page as you. You want to talk about the benefits of your products, what they can do for skin. But are you thinking about the claims you may be making? The truth is, when selling skincare you must remember that you have a duty of care — and legal responsibility — not to just sell the dream, but market the real essence of what you are selling. Cosmetics.
Selling the Dream
We believe in beauty so much more than surface level. We attach it to ritual, to wellbeing, and often so much more than the cosmetic benefits. That's really what being in the beauty industry is, right? Not as superficial as ‘buy this product look like this/get these results/get x-y-z benefits’. But can the claims you are making be substantiated, and are they cosmetic claims only? I know it's not romantic, and I'm sure it's not what you think about as a passionate formulator who dreams up their next big lotion or potion because you see a need and want to fill it or of course fix it. But compliance and making cosmetic claims in your words is a highly important aspect of your business to safeguard yourself and your customers. As a skincare copywriter, compliance is an area I have upskilled myself on because you as a skincare/beauty/hair brand have a legal obligation to comply.
Resistance-can you feel it?
It's hard for me to write this, because I don't come from a compliance background. I'm a complete magpie, drawn in by the shiny, sparkly, glittery objects from afar. I'm suggestible, gullible, a raging optimist and I peer with eyes wide open behind my rose-tinted glasses and open heart. I'm an advertiser's dream. I'm sucked in because I want to believe it. Sell me the dream— please, I'm ready and willing. If this is your first run in with the word compliance when it comes to your marketing claims, I can already sense your resistance. But I also know you will feel the importance of doing the right thing.
What's the right thing to do?
I know the C word has formulators and makers of natural skincare products tossing and turning at night. You have formulated the cure for XYZ problem, you've tested it on yourself, your kids, your girlfriends, they've all raved about it, backed you up and seen the amazing results. You want to shout it off the rooftops, you want to tell every person who has ever suffered XYZ problem to know about it. You want to help them. You want to heal them. But therein lies the difference between a therapeutic and a cosmetic claim. And when it comes to talking about cosmetics, your products, you must ensure you are marketing the cosmetic benefits. Otherwise you might find the TGA in your inbox, and trust me it happens.
What should I say/do
The big difference we need to make when selling your beauty products is to leave any therapeutic claims at the door. As a skincare copywriter I have a very simple trick to help you. Drop the word product, balm, oil, elixir, serum, and replace it. You are now going to use the word cosmetic. From now on you are in skincare copywriter mode I want you to start thinking and talking about your new cosmetic and stick to the cosmetic benefits of your cosmetic. I hear you! It feels a bit sad when that's not been your motivation, but it's also the truth. Your product, although made with good intention, heart and passion, plus amazing natural ingredients is still just that, a cosmetic. Not a magic potion, instant healer or anything else when it comes to therapeutic claims. But don't throw the towel in just yet, as together we can still make an impact.
What can I not say?
You can still get your message across without using therapeutic claims. Here’s a few examples of what not to do. I'm using a particular painful condition which actually ignited my own interest in natural products. Here’s what not to say when marketing your all new natural baby skin balm.
“My new all-natural balm will heal your baby's eczema with its powerful anti-inflammatory effects. Baby’s skin has never looked better”.
Or
“My new natural balm full of anti-inflammatory calendula flowers will heal your baby's eczema”
Or
“My new eczema balm is packed full of calendula oil - calendula is known for its amazing anti-inflammatory properties.”
Tips from a skincare copywriter
My approach? For most topics in beauty I take a deep dive approach, preferring to see the beauty radiating from within and enjoying the ritual attached to using them. When I start a new project, I really get to know the products. I talk to the maker, I step in their shoes, and I work out their motivations. I try them, I smell them, I feel them. I try them on my kids, my husband. I follow the maker's directions and use them the way they tell me to. I embody the brand. Then, when I feel all the feels I write, often intuitively, about the way they make me feel. Then I edit. I think surface level. I apply a light cosmetic filter when it comes to specifics and finish it all off with a sprinkle of magic in the form of lust worthy words. I will talk about the effects of the ingredients without making the claims. And I'll illustrate all the feels in a got-to-have-it way.
My thoughts on marketing to the consumer.
I’ve heard people say that in business you have to spell it out for people, that people are stupid, that you have to make it easy. I think this is the biggest disservice to humankind. The wonderful thing about the human brain is that it will fill in the gaps for you. Our brains are smarter than you think. Consumers aren’t as stupid as we are made out to be. Consumers are you and me. We are smart savvy individuals. And if that's the permission you need to keep it cosmetic in your marketing claims, take it and run with it. Sprinkle your cosmetic filter liberally over your products, safeguarding yourself, your customer and ultimately doing the right thing.
If you are still worried about the words you attach to your skincare products or beauty brand, get in touch with me about my skincare copywriter services. I work with your brand to elevate your words and spread your message in an aspirational but attainable way. And yes, as un-romantic as it may seem, in a compliant way. My monthly consistency packages are an easy way to keep it consistent with your content in my lust worthy — and SEO optimized— way.
Amy Hughes is a natural beauty and wellbeing writer. Pretty presses her buttons. Passionate about positive beauty her down-to-earth approach resonates. She strives to prove beauty is not superficial but a valid and accessible route to wellness. Read more at amy-hughes.com.
If you want to learn more about cosmetic v therapeutic claims or would like to cover yourself and your products I highly recommend Jennifer Rudd from Skincare Business Foundations who in my eyes is the proverbial queen of cosmetic regulatory consultants for Australian skincare. We had a one-on-on session to upskill me in all things cosmetic v therapeutic claims.