Sarah Dancer
Wellness Copywriter
I’m a freelance wellness and beauty copywriter based in London, but really I belong in the countryside.
Having worked with luxury health, lifestyle and skincare brands for a decade, I’m grateful to have collaborated with some of the most celebrated household names, indie labels and disruptors in the industry. With them, I’ve shaped the voice of fledgeling brands, driven growth and authority with educational campaigns, and used language to give a new lease of life.
Former years in trend forecasting at WGSN sparked a career-long interest in beauty consumer psychology. It means I’m always thinking a step ahead. I’m tuned in to cultural shifts. And naturally, I speak with a voice that reaches all kinds of holistic health enthusiasts, from newcomers to experts.
My finest hours arise when turning science into stories. Like Advanced Nutrition Programme, hand me a clinical study to leaf through, and I’ll distil all the juicy bits into a powerful campaign concept, social post series, editorial feature or newsletter. I understand that content rooted in data accelerates brand credibility, fosters community, and makes people feel seen — all things fundamental to the wellness experience today.
It’s not only words, my other love is horticulture. I’m a trained florist and gardener, and I like to put my wisdom in writing wherever I can. A piece on the provenance of organic botanicals, right down to the soil they’re grown in (thank you Irene Forte). An ingredient glossary crafted with the finesse of a botanical archive, à la L’Artisan Parfumeur. Or a verbal identity built on ancient herbalism, as crafted pre-launch for Kama Ayurveda.
REACH OUT︎︎︎
EXPLORE MY WORK︎︎︎
Brands:
Liberty · YSL Beauty · Neal’s Yard Remedies · 111SKIN · DIZZIAK · Irene Forte · Advanced Nutrition Programme · L’Artisan Parfumeur · iiaa
Liberty · YSL Beauty · Neal’s Yard Remedies · 111SKIN · DIZZIAK · Irene Forte · Advanced Nutrition Programme · L’Artisan Parfumeur · iiaa
Projects:
Digital campaigns · Ecommerce · Copy editing · Tone of voice · SEO content · Integrated content · Editorial features · Social media · Email marketing · Blog posts · Press releases · Performance marketing · Packaging · B2B · D2C
Digital campaigns · Ecommerce · Copy editing · Tone of voice · SEO content · Integrated content · Editorial features · Social media · Email marketing · Blog posts · Press releases · Performance marketing · Packaging · B2B · D2C
111SKIN
SOCIAL COPY
CRM COPY
111SKIN’s sheet masks are famous, and rightfully so. They’re the Harley Street dermatologists’ aftercare of choice. Celebrities swear by them. They’ve probably influenced you not only on Instagram, but on tv and in film too.
Covering the brand’s end-of-winter skincare campaign, world Fashion Weeks, and a clever collab with Barry’s Bootcamp, as luxury beauty copywriter, I brought omnichannel sub-campaigns to life with smooth and snappy educational copy integrated across Instagram, YouTube and email newsletters. A pleasure to collaborate with quite possibly one of the most collaborative beauty brands ever.
![111SKIN Instagram screenshot fashion week backstage skincare post caption written by Sarah Dancer Freelance Beauty Copywriter]()
![111SKIN Instagram screenshot fashion week backstage eye mask post caption written by Sarah Dancer Freelance Beauty Copywriter]()
![111SKIN Instagram screenshot Barrys bootcamp post caption written by Sarah Dancer Freelance Beauty Copywriter]()
![111SKIN Instagram screenshot winter skincare post caption written by Sarah Dancer Freelance Beauty Copywriter]()
![111SKIN Instagram screenshot fashion week backstage makeup caption written by Sarah Dancer Freelance Beauty Copywriter]()
Moisture vs. Hydration
Which does your skin really need?
![111SKIN email giving hydrating skincare tips for dry dehydrated skin written by Sarah Dancer Freelance Beauty Copywriter]()
The Fashion Month survival kit
Make like a model to fight fashion show fatigue
![111SKIN email giving fashion week skincare tips for glowing skin written by Sarah Dancer Freelance Beauty Copywriter]()
Covering the brand’s end-of-winter skincare campaign, world Fashion Weeks, and a clever collab with Barry’s Bootcamp, as luxury beauty copywriter, I brought omnichannel sub-campaigns to life with smooth and snappy educational copy integrated across Instagram, YouTube and email newsletters. A pleasure to collaborate with quite possibly one of the most collaborative beauty brands ever.
Moisture vs. Hydration
Which does your skin really need?
The Fashion Month survival kit
Make like a model to fight fashion show fatigue
Advanced Nutrition Programme
CLIENT: iiaa
BRAND STORY
SOCIAL MEDIA COPY
CRM COPY
PRESS RELEASE COPY
POS COPY
B2B COPY
Advanced Nutrition Programme is the skin supplement brand. Naturally heavy on the science. As the brand’s health and beauty copywriter, it was my job to convert stats and clinical trial results into playful educational insights.
Starting with a soft rebrand to reveal its playful, approachable side, along with the fabulous creative team, I brought the new brand DNA to life with a fresh brand story encompassing its ethics, performance and sustainability-focused past, present and future.
At the same time, I looked after BAU across multiple campaigns. With access to cutting-edge insights direct from the lab, my challenge was to condense tonnes of complex science into bite-sized educational social posts to enlighten the brand’s skincare-aware audience. Covering all bases in B2B and B2C comms from social, to email, to press and store signage, this project truly let my inner science nerd run riot.
![Advanced Nutrition Programme Instagram posts educating on the epidermis written by Sarah Dancer Freelance Beauty Copywriter]()
![Advanced Nutrition Programme Instagram posts about skin supplements written by Sarah Dancer Freelance Beauty Copywriter]()
![Advanced Nutrition Programme Instagram posts educating on skin science written by Sarah Dancer Freelance Beauty Copywriter]()
![Advanced Nutrition Programme Instagram posts educating on the dermis written by Sarah Dancer Freelance Beauty Copywrite]()
Starting with a soft rebrand to reveal its playful, approachable side, along with the fabulous creative team, I brought the new brand DNA to life with a fresh brand story encompassing its ethics, performance and sustainability-focused past, present and future.
At the same time, I looked after BAU across multiple campaigns. With access to cutting-edge insights direct from the lab, my challenge was to condense tonnes of complex science into bite-sized educational social posts to enlighten the brand’s skincare-aware audience. Covering all bases in B2B and B2C comms from social, to email, to press and store signage, this project truly let my inner science nerd run riot.
Dizziak
SOCIAL MEDIA COPY
The DIZZIAK tone of voice is distinctive;
its ability to give everyone enough feels to try it having been hugely instrumental in its sweeping success as the ultimate haircare problem solver.
I’m proud to have played a part in DIZZIAK’s rapid growth with a few rounds of Instagram captions, speaking to its 10k strong (and ever-growing) community of totally obsessed followers. I intro’d each Instagram caption with a 2-3 word hook to stop scrollers in their tracks, then came the education — a poetic one-liner that sums up why you’ll most definitely want to start using it. ASAP.
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I’m proud to have played a part in DIZZIAK’s rapid growth with a few rounds of Instagram captions, speaking to its 10k strong (and ever-growing) community of totally obsessed followers. I intro’d each Instagram caption with a 2-3 word hook to stop scrollers in their tracks, then came the education — a poetic one-liner that sums up why you’ll most definitely want to start using it. ASAP.
Arguably the best bet for your mum, your dad, yourself, even your pet — a gift from Neal’s Yard Remedies is a guaranteed fast-track straight to the recipient’s happy place. The beautiful blue bottles, herb garden scents and uncompromising organic formulas are what we know to make it special, but have you ever considered it a one-stop wellness destination? As it turns out, Neal’s Yard Remedies is actually code for all that’s good in the world.
My job was to communicate this message across all channels to an audience that’s yet to unlock the full potential of the brand they loyally love. This, and showcasing the apothecary as the authority it is when it comes to herbalism, organics, therapies, and everything else included in the recipe for mind and body harmony.
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My job was to communicate this message across all channels to an audience that’s yet to unlock the full potential of the brand they loyally love. This, and showcasing the apothecary as the authority it is when it comes to herbalism, organics, therapies, and everything else included in the recipe for mind and body harmony.
