Work Highlights
Here's just a taste. Much of my work is not displayed here, either because it's internal-only (Brand Strategy) or difficult to display (32-version personalized email campaigns). Please reach out if you're looking to see something specific.
Panasonic Well,
Brand launch 2024
Renewed messaging and brand strategy for Panasonic's family wellness technology incubator.
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Brand strategy support
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Strategic pillars
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Corporate values
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Tone of voice
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Brand book
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Launch website copywriting
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Innovation challenge concept + campaign
SWISS PERFECTION Skincare, Brand re-launch 2024
Renewed messaging and positioning for this European luxury spa brand.
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Brand development
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Tone of voice, pillars
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Revamped brand story
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Video storyboarding
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Web copywriting
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Transactional email series
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Misc. print/retail copywriting
Flashly Beauty,
Brand development
and launch 2023
I helped launch the world's first truly customizable lash brand.
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Product and franchise naming
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Product descriptions and packaging
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Mission/Vision/Founder story
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Manifesto
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Loyalty program naming/positioning
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Triggered email series copywriting
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Signature lash match quiz content
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Miscellaneous copywriting
Function of Beauty,
PRO concept 2022
Bringing the first customizable hair care brand to the prestige beauty retail space.
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Brand naming
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Naming for the new hero ingredient: Adaptive f3 Bonding Complex
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Packaging tune-up
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Overall e-commerce copy tune-up
JVN Hair,
Brand development
and launch 2021
Launched the hair brand for celebrity founder Jonathan Van Ness into Sephora, Sephora.com, and JVN hair.com.
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Product naming
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Primary and secondary packaging
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Launch retail fixture and graphics
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Launch DTC website
Biossance Skincare,
2020-2023
I oversaw all product naming, packaging, copywriting, messaging development, and ecommerce copy for the brand.
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Product naming
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Primary and secondary packaging
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Holiday and evergreen set naming
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All product launch campaigns
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Promotional marketing campaigns
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Brand development
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Sephora retail fixture updates
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Ecommerce copy
Biossance Skincare,
Brand Anthem Video 2021
We refreshed the overall brand positioning and strategic content pillars, re-introducing ourselves to clients with a heroic video for external marketing, paid social, and internal retailer partners.
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Articulation of the new brand values
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Refined brand story
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Marketing campaign
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Video script
We refreshed the overall brand positioning and strategic content pillars, re-introducing ourselves to clients with a heroic video for external marketing, paid social, and internal retailer partners.
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Articulation of the new brand values
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Refined brand story
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Marketing campaign
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Video script
Sephora We Belong to Something Beautiful campaign, 2019
As part of the brand's overall re-positioning around
the core ideas of belonging and inclusivity, I wrote
the new corporate manifesto that serves as a statement of purpose for both employees and clients.
This manifesto appeared in the New York Times, on OOH installations, in-store columns, digital video,
and even on the walls at Sephora HQ.
Sephora Collection
Brand re-positioning and refresh, 2016
Positioning, editorial direction, editorial strategy, editorial voice, in-store execution, digital ad execution
Sephora Collection x Tinder
As part of our fall 2016 launch campaign, we partnered with Tinder to create a custom, targeted ad program, a collaboration that garnered positive press and industry buzz.
This .mov isn't the best quality—you might have to hit "Play" a few times!
Campaigns 2012-2018
 2018: #LipstoriesCampaign positioning, concept, product naming, social activation |  2018: First at Sephora CampaignFranchise concept + editorial |  2017: Sephora Holiday CampaignConcept + editorial Winner, "Best Campaign by a Traditional Beauty Retailer," 2018 Glossy Awards |
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 2018: Luxe at SephoraLuxe Franchise Harper's Bazaar Insertion: Franchise Postioning, Concept & Editorial 2017 |  2018: LUXE at SephoraLuxe Franchise Direct Mail: Franchise positioning, concept & editorial 2017 |  2015: Sephora CollectionEditorial - selected in-store fixtures |
 2015: #TrendingAtSephora CampaignConcept, editorial, + franchise development, |  2015: Sephora Hot NowEditorial |  2015: Contouring CampaignConcept + editorial |
 2015: Color of the YearEditorial + product naming, January 2015 |  2014: Eyeliner CampaignConcept + editorial, |  2014: Luxe CampaignCampaign landing page |
 2014: Promotional CampaignIn-store assets + direct mail |  2014: Summer SurgeEmail + site marketing placements |  2013: Email - Ingredients Pop QuizConcept + editorial, |
 2013: Email - Tour the Walk of FameConcept + editorial, |  2013: Email - The September IssueConcept + editorial |  2013: Sephora Beauty InsiderLoyalty program re-launch; concept + editorial |
 2012: Target.com/beautyTarget Style splash campaign |  2012-2013: Target StyleSocial posts |
video
PLAY! Subscription box unboxing and product how-to videos
Story concepts, casting, story editing, on-set creative direction
editorial
After logging over 500 bylines as a writer and editor at DivineCaroline.com, the site underwent a redesign and CMS platform migration. In that process, old articles lost their formatting and permalinks. The DivineCaroline clips below were captured post-redesign, and do not reflect the original formatting or images.
Too Young to Marry (Ms. Magazine, winter 2009)
In Praise of Giving Up Your Dreams (TheGloss.com, June 2012)
The Passion of the Curls (EcoSalon.com, July 2011)
My New Best Frenemy (DivineCaroline, March 2012)
On Writing Good (EcoSalon.com, October 2011)
"Carrie Diaries" Loves the '80s (DivineCaroline, September 2011)
"It's Got Electrolytes!" (DivineCaroline, 2010)
How Does a Celeb's Phone Get Hacked? (DivineCaroline, March 2012)
I Twihard to Get Into the Whole Vampire Thing (DivineCaroline, November 2011)
The Visiting Visionary (DivineCaroline, May 2010)
Get the Look: Emily Blunt (DivineCaroline, March 2012)
My New Dream Job! (DivineCaroline, January 2011)
In Defense of Nagging (DivineCaroline, 2011)