We’re pleased to introduce a new lobe of the Beauty Brains: Scatter Brain. “Scatter” is actually a professional copywriter who’s worked in the beauty business. She’s one of the people responsible for those catchy advertising slogans that get stuck in your head.
In this four part series, Scatter Brain gives us a peek behind the curtain of the cosmetic industry as she explains the role of a copywriter in creating product hype.
Ever since Eve tried on five different fig leaves, looking for one that didn’t make her butt look big, humans have been concerned about physical beauty.
Sure it’s a timeless obsession, but what sets the standard of beauty for a culture or a generation? Well, in the western world, up until the advent of mass media, people took their beauty cues from the wealthy and the powerful. I call this the “plump paradigm”. For example, when food was in short supply the wealthy could afford to eat well, so plump was considered the standard of beauty.
A little of this psychology is still in play today as we often imitate what the rich and famous are doing. For instance, I’m sure you know at least one woman who got “The Rachel” haircut when Friends first hit the airwaves. However in this day and age, a lot of our wants and desires are fueled by carefully articulated marketing plans and advertising strategies.
Now before you get your hackles up because you think that I think you are gullible, I don’t. I just know that as someone who has carefully wordsmithed advertising copy for over twenty years, that there is an insidious method to the advertising madness. Believe me, even though I’m in the business and I know how it works, if I see a product touted to make you thinner, younger, your hair shinier or your teeth whiter, I’m the first knucklehead out there to check it out.
As someone in the creative end of this whole process, I’ll admit I’ve rarely been privy to all of the research and strategizing that takes place prior to the advertising campaign coming to the creative department, but because I did get my degree in journalism, I had to take all of those classes about research, strategizing and media planning so I can tell you a little bit about how it works. Come back to The Beauty Brains for Part 2 and I’ll give you the whole scoop!
Scatter Brain is a real-life copywriter for hire. If you’re interested in contacting her with business opportunities, please write to “Scatter Brain” care of [email protected]
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{ 2 comments… read them below or add one }
I have the same job and have been doing it equally as long. It’s hell. But pays well.
I have been railing against the beauty advertising business for years. I am especially concerned with the “deep wrinkles” claim by two very large unnamed retinol based products. As an industry, we are building expectations that products just can delivery on which causes skeptism and doubt.
However, I do feel that the younger (internet) generation rejects the old media “lies” and gravitate towards the truth that they can research on their own.
I love this blog and I especially enjoy this entry. Keep up the good work! Thanks!