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: #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 

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) 

 

2018: LUXE at Sephora

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

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