The copy that caught my eye at Beauty Expo Australia

Walking into Beauty Expo Australia is like walking into skincare Disneyland. Shiny packaging, free samples flying around, the buzz of a thousand conversations happening at once.

It's exciting, but also overwhelming AF. That’s why I always notice the brands that use copy smartly to make their message clear. Amid the flashing lights and the hum of a thousand conversations, these are the brands that nailed their words, cut through the noise, caught my attention, and influenced my behaviour.

CheekyGlo

Think pink, bright, bold, TikTok-come-to-life energy. What could’ve been gimmicky was balanced with clear, functional copy. “This does this.” “That does that.” In the middle of all that colour, the clarity made me (and everyone in my group) whip out our wallets. Sometimes the simplest messaging is the smartest.

Image Credit: @tamarareiddd

Professional Beauty Solutions

PBS don’t do things by halves, especially at Beauty Expo Australia. With 16 brands under their helm, their stands could’ve been confusing, but their copy pulled it together. Informative shelf talkers, clear dot points, and prioritised key messages gave direction, while their team handled the conversations. Proof that when your copy is on point, it frees your staff up to connect deeper.

Image credit: Professional Beauty Solutions

The Skinformé Academy

Minimalism done really, really well. Three sentences: who they are, who it’s by, what they do. That was it, and it worked — people wanted to know more. Backed by clever take-home copy, they let the intrigue carry on after the expo walls (because, let’s face it, expo brain fog is real).

Dr’s Secret

This one made me grin: a “Back at 2pm” sign on their spin-the-wheel activation. On the surface, it’s the expo version of “back in 5 minutes” at a café. But in practice? It created anticipation. By 1:45pm, people were lining up. FOMO created by two words of copy — that’s the power of being intentional.

Petite Skin Co.

Even though I wished I could buy their products onsite (missed opportunity, IMO), I loved their packaging copy. “My First Skincare Routine” is clear, cute, and confidence-building all at once, giving parents reassurance and tweens empowerment. Add in their minimal ingredient messaging, and it’s approachable without dumbing down.

Great copy doesn’t need to be groundbreaking. It needs to be clear, intentional, and aligned with your brand. When done right, it can cut through even the busiest expo hall and, more importantly, make people feel confident in your offering.