Show Notes: In this episode of the Beyond Beauty podcast, host and guest Lucy Thorpe, a content writer and beauty industry expert, discuss Lucy's career shift from project management to marketing and ultimately to freelance writing, with a focus on beauty. Lucy shares her journey, the increased demand for skincare and personalized beauty products, and how she stays abreast of industry trends to craft unique brand stories. They also explore the role of AI in content creation, emphasizing the importance of human oversight in maintaining content integrity. The episode touches on the challenges of freelancing, advising a gradual transition to ensure financial security and the benefits of a freelance lifestyle. About Lucy Thorpe: Lucy is a copywriter and beauty expert who specialises in working with beauty brands, retailers, publications and industry specialists. This ranges from start ups that are at the beginning of their journey, right through to established, global beauty businesses. She shares tips and insights on the beauty industry on Linkedin and her website. Timestamps: Lucy's Career Journey (00:00:05) Lucy shares her career journey, from writing as a child to pivoting into the beauty industry. Transition to Freelancing (00:03:12) Lucy discusses her transition from a full-time job to freelancing during the pandemic. Beauty Industry's Impact (00:06:49) The integral role of writing in the beauty industry's marketing process and brand building. Skincare Trends (00:09:15) The growing demand for personalized skincare and the impact of skincare trends during the pandemic. Navigating Brand Storytelling (00:14:23) Lucy explains the importance of crafting a unique brand story and navigating saturated industry terminologies. AI in Writing and Beauty Industry (00:18:29) Discussion on the impact of AI tools in writing and the challenges of fact-checking and fake information. The challenges of using AI in content writing (00:20:03) Lucy discusses the limitations and benefits of using AI in content writing. The impact of AI on the writing industry (00:20:58) Lucy talks about the potential effects of AI on the writing industry, particularly on lower-end content. Identifying AI-generated content (00:23:12) The speakers discuss how to identify content written by AI, including specific writing styles and phrases. The homogenization of brands and content (00:24:03) Lucy discusses the potential impact of AI on the homogenization of brands and content. Building a brand voice (00:27:06) Lucy provides advice on building a brand voice, including key points and brand differentiation. The importance of professional services in brand development (00:34:49) The speakers emphasize the importance of investing in professional services for brand development. Reflecting on going freelance (00:38:31) Lucy reflects on her decision to go freelance and the positive impact it has had on her work-life balance. Advice for transitioning to freelance (00:39:00) Lucy offers advice for individuals considering transitioning to freelance work, including portfolio building and financial preparation. Becoming a Freelancer (00:39:53) Discussion on transitioning to freelance work, financial stability, and building a client base gradually. Benefits of Freelancing (00:40:22) Exploring the advantages of freelance work, such as lifestyle improvement and finding clients to supplement teams. Navigating the Beauty Industry (00:41:01) Insights into maintaining a genuine brand voice, providing high-quality content, and branding strategies in the saturated beauty industry. This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/

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