Overview

BetterMe, a global health and wellness e-commerce store, partnered with Disrupt to align its product copy with the energy and ethos of its growing store. With a line of athleisure, wearables, and fitness equipment spanning multiple collections, the brand needed a copywriter who could move fluidly between distinct themes, voices, and audiences while keeping every description specific, intentional, and human. The work also demanded a strong grasp of the athleisure and wellness markets and the competitive forces that define them. Disrupt delivered publication-ready product copy across multiple collections, each tailored to its own personality and built to perform on the page and at the point of purchase.

The Challenge

Writing product descriptions for a health and wellness brand is harder than it sounds. Each BetterMe collection carries its own identity, tone, and target audience, and copy that lands for one can fall flat for another. With a growing store rooted in inclusivity, movement, and holistic well-being, the brand needed every product positioned with confidence and personality. The company needed:

• A copywriter who could move fluidly between collection themes and brand voices

• Descriptions that felt specific, intentional, and human across every line

• A strong understanding of the athleisure and wellness market and its competitive voices

• Copy that matched the energy and ethos of each collection it represented

The Disrupt Solution

Over the course of several projects, our team produced product description copy across multiple BetterMe collections, each with its own creative brief, keyword requirements, character limits, and tonal direction. For each product, we developed multiple naming options and two to three distinct versions of the description, giving the BetterMe team the flexibility to choose what best fit their vision for each collection.

One of the more creatively immersive projects was the Body Contrology collection, a nature-inspired line centered on mind-body connection, healing through movement, and emotional freedom. Copy for this collection required weaving specific brand phrases and seasonal imagery into tight, character-limited descriptions that still felt fresh and resonant. Across all projects, the brief was consistent: write with personality, stay on brand, and make it sound like a person, not a prompt.