Copywriting
Brand copy from someone who reviews the products
Sigourney Cantelo writes campaign copy, advertorial, product descriptions and tone-of-voice work for beauty, wellness and lifestyle brands. Fifteen years of testing products first is what keeps the claims on the right side of accurate.
The work
Campaign and brand copy
Launch copy, campaign lines and the words that carry a product from lab to counter without overclaiming.
Tone of voice
Defining how a beauty brand sounds in its own words — and writing the guidelines so the next writer can hold it.
Advertorial and branded editorial
Branded content that reads like editorial because it is written by an editor, and is disclosed properly.
Product descriptions
Copy at range scale, written by someone who can tell a humectant from an emollient and will not confuse the two.