Beauty copywriter for Boots’ 17 cosmetics
I’m a beauty copywriter working on print and digital projects for Boots’ iconic 17 cosmetics line, which underwent an entire makeover and relaunched as a cruelty-free Gen Z makeup brand. As a teen in the noughties, 17 was my entry into the world of makeup, so this project has come full circle for me.
I’ve been a freelance beauty copywriter since the pre-launch and played a key role in shaping an authentic tone of voice using bold, friendly and uplifting messaging. 17 continues to sell out both on and off-line and produces affordable, high-quality makeup for a younger generation.
SKILLS:
- Editorial content
- Social media captions
- 17 website copy on Boots.com
- POS print copy in Boots stores
Eye-catching beauty copywriting for nationwide makeup stands
I crafted POS (point of sale) copy and seasonal marketing messaging in print for the 17 makeup stand in nationwide Boots stores. Targeting a brand-savvy Gen Z audience, I created lighthearted puns and playful beauty copywriting using inclusive, gender-neutral language.
Inspiring beauty through makeup tutorials and playful content writing
For 17 online at Boots.com, I wrote catchy beauty copywriting and ‘how to’ step-by-step guides, ensuring they were clear and easy to follow. My goal was to inspire the customer to feel confident in their own skin and have fun with makeup along the way. I also wrote playful messaging to announce the brand’s internationally recognised cruelty-free certification with Leaping Bunny.
Inclusive beauty captions for social media
For 17’s social media channels, I produced beauty copy that was fun, honest, and authentic to resonate with a Gen Z community. This digital-centric customer has their finger on the pulse with online shopping and the latest makeup trends, so it was key to ensure that the copy caught their eye. I also worked on Pride messaging for social media and banner captions, which reinforced the brand’s ethos in beauty for all.
