Beauty & Personal Care copywriting examples for ecomm & FMCG brands

Dove

Dove’s banging voice of customer campaign

We know there’s a huge amount of irony that something in a copywriting swipe file contains <em>almost zero </em>copywriting whatsoever. But, <em>as per usual, </em>Dove<em> </em>have killed it with this OOH ad campaign based around real, unfiltered feedback from reddit users about their products. And it's <em>kinda </em>copy, in a way. Maybe. Ish.

Who Gives A Crap

Who Gives A Crap’s *super* immature easter egg

Fair warning: this who thing is <em>so puerile </em>that we almost didn't include it. But, come on. It's just too good.

Aesop

Aesop’s almost anti-copywriting tone of voice

This copy is about as far from Do Words Good-style copywriting as you can get. It's dense. It's hard to read. (Most copy targets a reading age of 11-ish. This is nearly 17.) And it makes no effort to meet the reader at their level. And yet, Aesop were acquired for $2.5 billion a few years ago. (Yeah, Billion, with a b.) So this copy is here as a reminder (to ourselves as much as anything) that there isn't just one way to write good copy.

Sons

Sons’ empathetic AF copy

If you've ever seen Jack, we'll pay you £1000 if you've ever seen his head without a hat. How he found this copy is no mystery.

Fussy

Fussy’s super clever TOV shifts

Product descriptions are one of those bits of copy that doesn't get enough love. But Fussy absolutely nail them in literally like 30 words or so. Straight in the swipe file. PS. Excuse our super shoddy graphic design skills putting these together. We're copywriters, not graphic designers, alright?

Skin + Me

Skin + Me’s banging FAQ copy

We absolutely 💛 a well-written FAQ. And while we’d be lying if we said that we don’t sometimes use FAQs to sneak some clunky keywords in or try and getting cited by AI, they're more than just a traffic tool. When we’re working on copy, <em>especially </em>on a PDP<em>,</em> we like to think of FAQs as our last opportunity to nudge somebody from being on the fence and into that “buy now” state of mind. And this Skin + Me answer does exactly that.

Naked Paper

Naked Paper’s properly clever tagline

We're absolute suckers for a bit of wordplay that serves a purpose. (We're just suckers for wordplay in general, really.) And this new tagline-slash-positioning statement from when Naked Paper rebranded from Naked Sprout is an absolute banger. It's a positioning statement, a joke, a catchy line and a flag in the ground, all in 5 words. Too good. PS. How good is this little snippet from their rebranding announcement? <em>Naked Sprout made sense to us at the time. As a fledgling business our name was fresh, natural, and gave a nod to the fast-growing bamboo in our tissue.</em> <em>B</em><em>ut it turns out not everyone hears “sprout” and thinks “bamboo”. Five years on, and hundreds of questions about brussel sprouts later, we’ve grown as a team and as a business. </em>

Lush’s non-showy inclusive AF copy

We're big fans of Lush. (Poole businesses represent!) They're one of the OG brand voice brands. We're massive fans of their big, political, in-your-face campaigns. But this little snippet from the Q&A in a Lush newspaper is an example of their inclusivity running deeper than just campaigns. Really, really impressive stuff.

Rock Face

Rock Face’s 10/10 category judo

Jack is a *massive* fan of Rock Face's products, so it was a happy coincidence that they're good at messaging too. There's loads of stuff we love about this ad, not least of which how brazen it is to run an OOH campaign parodying a huge fragrance house. Love it.