Neiman Marcus Beauty Book
As a freelance copywriter on “the book” team at Neiman Marcus, “the beauty book” became my baby. For several years I was responsible for writing the catalog copy featured on its pages. The powerhouse brands that were frequently advertised through the luxury retailer included Bobbi Brown, Chantecaille, Chanel, La Mer, Guerlain, Kiehl’s Since 1851 and La Prairie Switzerland—to name but a few.
The challenge for a beauty copywriter is to make each and every product sound compelling, outlining its benefits, results and effective ingredients. If luck would have it, there was a new proprietary ingredient I could explain. If not, I was often tasked with writing about more than one skin care product that claimed to do the same thing as another. When multiple products profess to help firm skin, restore moisture, soften lines, brighten the complexion or somehow give a woman a more youthful glow, and cost hundreds of dollars each, making them sound unique was a necessary challenge.
In addition to makeup, we also featured plenty of personal and home fragrances in the beauty book. Brands like Creed, Jo Malone, Nest, Chanel Paris, Tom Ford, and many, many more. As with skin care, there are a finite number of ingredients used in perfumes and candles, and they are mostly categorized as base notes, middle notes, and top notes. Ever heard of a scent featuring musk, bergamot, iris, sandalwood or lavender? Of course, you have, but there is something special about each brand and their latest releases. As a copywriter, it was and is my job to figure out what that is and help drive sales.