The Copywriting of the Senses: The Words of Beauty

An invitation to the imagination: this is what copywriting translates into when it encourages the user to visualize themselves and interact with the product. This predominantly happens in the beauty world, where words have a transformative value capable of outlining a universe of possibilities and self-expression.
In building an empathetic and rewarding shopping experience, the multisensory potential of words comes into play: one can evoke a garden of blooming roses by describing the olfactory pyramid of a fragrance, create well-defined tactile images when discussing the texture of a lipstick or a cream, and open visual windows using terms like “radiant,” “bright,” “matte”…
The goal is always the same: to use words to feel and see the product on one’s skin, a bridge between the real and the imagined, allowing for positive emotions and projecting into a future of tangible benefits.
Although the aim of words within the bounds of beauty is always to stimulate the senses and create attractive mental images, what has visibly changed over time are the words themselves. Society—and its conception of beauty—is increasingly fluid and constantly evolving, so the language must reflect this powerful changeability and embrace a new richness of perspectives, engaging us in the societal shifts we witness.
Where texts once conveyed connotations belonging to the semantic fields of “youth” or “perfection,” today, there is increasing room for authenticity, inclusivity, and sustainability concepts. The storytelling of “impeccable glamour” gives way to another narrative: a linguistic awareness made up of many nuances, at the base of which is the exaltation of naturalness, diversity, and self-confidence.
In the vast landscape of cosmetics, communicating the benefits of products is no longer sufficient: it is time to convey the values these represent in our time and, in the same way, take care to transmit sensations that do not deal exclusively with appearance. Because beauty today is complexity, a complexity that connects us to the deeper meaning of beauty.