BEAUTY COPYWRITER & CREATIVE STRATEGIST
Strategy First.
Words That Work.
I’m Charlotte, a beauty copywriter and creative strategist with 10+ years’ experience turning complex products, ambitious ideas and commercial opportunities into clear, compelling brand stories.
From global product launches and campaign concepts to messaging strategy, science-led storytelling and conversion copy, I help beauty brands find the story then bring it to life across the customer journey.
WHAT I BRING
More Than Words On A Page.
The strongest beauty copy starts long before the writing. I combine strategic thinking, category expertise and creative execution to find the right story, then make it work wherever your customer meets your brand.
01
Find The Story
From positioning and propositions to messaging frameworks and campaign concepts, I turn complex products and commercial opportunities into a clear idea people can understand and remember.
02
Make Complexity Compelling
I translate ingredients, innovation and technical product stories into credible, consumer-friendly communication, without losing the substance that makes them worth talking about.
03
Bring It To Life
From global campaigns and product launches to web, CRM, paid, social and retail, I build copy systems that keep the story clear and compelling across the customer journey.
SELECTED RESULTS
Creative Thinking With Commercial Impact.
Strategy and creativity only matter if they move the brand forward. A snapshot of the results behind the work.
*Medik8 campaign performance. #1 based on Circana UK Prestige Skincare new product launch data, Jan–Mar 2025; forecast performance from internal. †ARKIVE CRM performance. ‡L’ABU organic social performance.
SELECTED CLIENTS & BRANDS
A Decade In Beauty.
For 10+ years I've worked with global skincare brands through to disruptive startups, creating copy, campaigns and messaging across beauty, skincare, wellness and lifestyle.
WAYS TO WORK TOGETHER
Big Idea Or Blank Page?
Whether you need the thinking behind the words, the words themselves, or both, I work with beauty and wellness brands on strategic projects, launches and ongoing creative support.
01
Brand & Messaging Strategy
Find the right story to tell. Positioning, propositions, messaging frameworks and tone of voice that give your brand or product a clear, distinctive story to tell.
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Typical projects:
Brand messaging · Product positioning · Tone of voice · Messaging frameworks
02
Campaigns & Launches
Turn the strategy into a big idea. From the campaign platform to the launch toolkit, I build creative concepts and copy systems designed to work across channels and markets.
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Typical projects:
Campaign concepts · Product launches · Global copy guidance · Creative copy
03
Copy & Content
Make it work everywhere.
Strategic, brand-right copy across the customer journey including ecommerce and CRM through to paid, social, editorial and product storytelling.
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Typical projects:
Web & ecommerce · CRM · Paid & social · Product copy
