Function of Beauty PRO concept, 2022
Bringing the first customizable hair care brand to the prestige beauty retail space.
My work included the brand name itself plus naming the new hero ingredient: Adaptive f3 Bonding Complex, a biotechnology-powered ingredient that repairs and relinks broken hair bonds only where needed.
Biossance 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.
My work included articulation of the new brand values and a refined brand story, plus the marketing campaign and video script.
Sephora Corporate Manifesto, 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!
advertising/marketing 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 |
|---|---|---|
 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
Beauty Insider program, loyalty benefits explanation videos
Script, storyboard, kinetic typography concepts
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)