A product relaunch for one of the world’s most iconic personal care brands, fusing old values with a powerful new formula.
360-campaign with broadcast, digital and print
Role: Lead Writer
Brand Positioning: I’ve been a mega fan of Beautycounter’s look and feel (and vitamin c-serum) for many years. I was thrilled when their ACD reached out for a little freelance.
Together, we added a bit of brightness to promos, holiday campaigns, and plenty of emails.
Role: Sr Copywriter
Luxury meets lifestyle.
When Banana Republic decided to launch a home category, it would take more than stunning visuals to tell the story of each pillow, blanket, and throw. Our mission was to redefine opulence with approachability and quality products designed by artisans around the world. The result? Stories of the makers woven into every piece. Without stepping foot outside your home, you’re transported to the regions where these masterful textiles were made. In spearheading the launch of PDP copy for the category, origins, textures, and premium fabrics were the primary focus.
Role: Sr Copywriter
Honest Company provided an exciting opportunity to write for some of my favorite categories — skincare, beauty, and all things baby. How could I resist?
The goal was to maintain and strengthen the brand's voice across social media, video scripts, and DTC merchandise. Through consistent messaging and tailored communication strategies, I successfully contributed to improving engagement rates, maintaining a sense of authenticity, and driving conversions while staying true to the brand’s identity of clean, sustainable products.
Ideation, Copywriting for Honest Beauty, Honest Skincare, and Honest Baby.
On Display: Social media posts, DTC copy.
A new voice to speak for the distinctive personalities behind every wellness product.
After the success of their first PMS gummy vitamin, the makers of FLO needed a parent company to unify the sass, humor, and education of the vitamins that followed. My priority was building a brand guide before expanding on the personalities of the current gummy lineup. The voice of O+ was born.
On Display: Brand guide, tone of voice, packaging, email marketing, video script for social samples
Role: Lead Copywriter
Leveraging the success of TRUE COLOR™ into a category of consumers ready to go blonde.
In the DIY color care category, TRUE COLOR™ was a smash hit. But consumers needed a line that included lightener, without the harshness associated with going blonde. In an already competitive market, we launched a benefit-driven campaign with a gentle point of difference.
There are a million ways to be a blonde. But only TRUE COLOR™ offers a list gentle enough to find the highs and lows perfect for expressing your most authentic self. Though some are blonde by birth and others are blonde by choice, your blonde is your truth.
Focusing on the breakthrough technology behind Clairol Professional’s® newest lightening products, we launched a print & digital campaign communicating gentle and effective results with the help of educational content. Only TRUE COLOR™ offers gentle results from root to tip.
The new women’s movement elevated the individual self-image to an increasing level of freedom and independence from traditional roles and portrayals – and by all means we saw the need for the communication to be a reflection of the empowering developments. In order to do so, we wanted to let the personal, raw spirit of unique women be the life of our creation.
