The brief

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I wrote product descriptions for more than 4,000 costumes and accessories across Smiffy's extensive range. The challenge was to create engaging, unique copy at scale while maintaining consistency across multiple categories, themes and characters.

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With everything from superheroes and historical figures to Halloween costumes and novelty accessories, the copy needed to inform customers while capturing the fun, imagination and personality at the heart of the brand.

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The process

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Writing a single product description is straightforward. Writing thousands without them sounding the same is a completely different challenge.

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The temptation with costume copy is to simply list what's included in the pack and move on. Instead, I focused on creating a sense of occasion around each product. Whether someone was dressing up for Halloween, a themed party or World Book Day, the copy needed to help them imagine themselves in character before they'd even clicked "Add to Basket".

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Working across thousands of products required a careful balance of creativity and consistency. Each description highlighted the key features and practical information customers needed, while also introducing a playful narrative that reflected the personality of the costume itself.

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The tone remained light-hearted and entertaining throughout, helping transform standard ecommerce descriptions into content that felt more engaging and memorable.

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The outcome

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Product descriptions with personality

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The finished copy provided Smiffys with a consistent and scalable approach across thousands of products, helping maintain a strong brand voice throughout its online catalogue.

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By combining product information with imaginative storytelling, the descriptions helped bring costumes to life and reinforced the fun, playful experience customers expect from the brand. The result was an ecommerce catalogue packed with personality rather than thousands of products saying exactly the same thing in slightly different ways.