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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.  

  • Brand strategy support

  • Strategic pillars 

  • Corporate values

  • Tone of voice

  • Brand book 

  • Launch website copywriting

  • Innovation challenge concept + campaign

www.well.panasonic.com

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SWISS PERFECTION Skincare, Brand re-launch 2024

Renewed messaging and positioning for this European luxury spa brand. 

  • Brand development 

  • Tone of voice, pillars

  • Revamped brand story

  • Video storyboarding

  • Web copywriting 

  • Transactional email series

  • Misc. print/retail copywriting

www.swissperfection.com

Flashly Beauty,
Brand development

and launch 2023

I helped launch the world's first truly customizable lash brand.

  • Product and franchise naming

  • Product descriptions and packaging 

  • Mission/Vision/Founder story 

  • Manifesto

  • Loyalty program naming/positioning 

  • Triggered email series copywriting

  • Signature lash match quiz content

  • Miscellaneous copywriting 

www.flashlybeauty.com

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Function of Beauty,
PRO concept 2022

Bringing the first customizable hair care brand to the prestige beauty retail space. 

  • Brand naming

  • Naming for the new hero ingredient: Adaptive f3 Bonding Complex

  • Packaging tune-up

  • Overall e-commerce copy tune-up

 

www.functionofbeauty.com 

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.

  • Product naming

  • Primary and secondary packaging

  • Launch retail fixture and graphics

  • Launch DTC website

www.jvnhair.com

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Biossance Skincare,
2020-2023

I oversaw all product naming, packaging, copywriting, messaging development, and ecommerce copy for the brand. 

  • Product naming 

  • Primary and secondary packaging 

  • Holiday and evergreen set naming

  • All product launch campaigns

  • Promotional marketing campaigns

  • Brand development

  • Sephora retail fixture updates

  • 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.

  • Articulation of the new brand values

  • Refined brand story

  • Marketing campaign

  • 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.

  • Articulation of the new brand values

  • Refined brand story

  • Marketing campaign

  • Video script 

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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: #Lipstories

2018: #Lipstories

Campaign positioning, concept, product naming, social activation

2018: First at Sephora Campaign

2018: First at Sephora Campaign

Franchise concept + editorial

2017: Sephora Holiday Campaign

2017: Sephora Holiday Campaign

Concept + editorial Winner, "Best Campaign by a Traditional Beauty Retailer," 2018 Glossy Awards

2018: Luxe at Sephora

2018: Luxe at Sephora

Luxe Franchise Harper's Bazaar Insertion: Franchise Postioning, Concept & Editorial 2017

2018: LUXE at Sephora

2018: LUXE at Sephora

Luxe Franchise Direct Mail: Franchise positioning, concept & editorial 2017

2015: Sephora Collection

2015: Sephora Collection

Editorial - selected in-store fixtures

2015: #TrendingAtSephora Campaign

2015: #TrendingAtSephora Campaign

Concept, editorial, + franchise development,

2015: Sephora Hot Now

2015: Sephora Hot Now

Editorial

2015: Contouring Campaign

2015: Contouring Campaign

Concept + editorial

2015: Color of the Year

2015: Color of the Year

Editorial + product naming, January 2015

2014: Eyeliner Campaign

2014: Eyeliner Campaign

Concept + editorial,

2014: Luxe Campaign

2014: Luxe Campaign

Campaign landing page

2014: Promotional Campaign

2014: Promotional Campaign

In-store assets + direct mail

2014: Summer Surge

2014: Summer Surge

Email + site marketing placements

2013: Email - Ingredients Pop Quiz

2013: Email - Ingredients Pop Quiz

Concept + editorial,

2013: Email - Tour the Walk of Fame

2013: Email - Tour the Walk of Fame

Concept + editorial,

2013: Email - The September Issue

2013: Email - The September Issue

Concept + editorial

2013: Sephora Beauty Insider

2013: Sephora Beauty Insider

Loyalty program re-launch; concept + editorial

2012: Target.com/beauty

2012: Target.com/beauty

Target Style splash campaign

2012-2013: Target Style

2012-2013: Target Style

Social 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) 

 

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