As a writer on the editorial team at Sephora, I concept, write, and manage multiple projects for the company's strong brand identity as well as that of 300+ partner brands. In addition to my ongoing commitments as the primary writer for PLAY! by SEPHORA and Scouted by Sephora, I also produce cross-channel campaign messaging for the front windows, in-store fixtures, social media posts, in-app content, mobile push notifications, sephora.com, digital promotions, and print advertising that appears in Harper's Bazaar, Marie Claire, Elle, Cosmopolian, Allure, Women's Health, and Glamour.
Beginning as a small pilot program in 2015, PLAY! by SEPHORA was Sephora’s monthly subscription box program. Each month, subscribers were sent a box of makeup, hair care, skin care, and fragrance samples—all housed in a cute makeup bag, and complemented by an educational in-box insert that provides product information, tips, tricks, and inspiration.
As the primary writer for PLAY! by SEPHORA through the pilot phase, national launch, 2.0 rebrand, and segmentation phase, I researched, concepted, wrote, and edited copy for the program’s box insert, site, email, social media, mobile, and in-app messaging.
Video content:
https://www.facebook.com/sephora/videos/10154284133674405/
As a Copywriter and Copy Manager for Morphe, I concepted editorial positioning, product names, and packaging copy for the first skincare launch within the Morphe 2 brand.
This collection launch was supported by comprehensive 360 campaign copy that spans PR, paid social ads, email, ecom, wholesale placements, and visual merchandising.
As a Copywriter and Copy Manager for Morphe, I concepted editorial positioning, product names, and packaging copy for partnerships with social media influencers and other brands.
Each collaboration was supported by comprehensive 360 campaign copy that spans PR, paid social ads, email, ecom, wholesale placements, and visual merchandising.
In 2016, Sephora challenged its internal creative team to develop a skincare campaign that would attract makeup clients into the skincare world. Working cross-functionally with marketing and design, I developed the #SkinGoals campaign as a fun, engaging way to speak to the beauty benefits of skincare.
The campaign’s messaging performed very strongly on Sephora.com with high traffic, click through rates, and low exit rates. Traffic to the landing page exceeded the average for Sephora skincare digital assets by 3x, and surpassed last year’s campaign traffic by 60%.
On a trend level, client interest was highest in Skin Superfoods and Dream Creams—two new product categories that I named for the campaign.
As a Copywriter and Copy Manager for Morphe, I concepted editorial positioning, product names, and packaging copy for a range of Morphe core products.
Each product launch was supported by comprehensive 360 campaign copy that spans PR, paid social ads, email, ecom, wholesale placements, and visual merchandising.
Established in the fall of 2015, Scouted by Sephora is Sephora’s platform for telling the stories behind new, up-and-coming indie brands. Upon the program’s digital premiere—which included a landing page, social posts, and emails within the Sephora ecosystem—it received press from Women’s Wear Daily, InStyle.com, and Bustle.com—all without outbound PR or advertising.
Today, the bi-monthly showcase garners 76k+ monthly visits and a low bounce rate, and has also been expanded to an in-store presence with a shelving endcap and print collateral.
Concept product names, packaging copy, and campaign copy for Morphe 2, a Gen Z-focused line of lightweight, easy-to-use makeup.
Initially brought in at PureRED Creative to write long-form and print advertising copy for Michaels custom framing services, I quickly adapted to the arts and crafts store’s dual voices to message both deluxe framing services for print advertising (Dwell) and in-store signage, as well as a playful, creativity-driven tone for the store’s social media and email campaigns.
At PureRED Creative, I was the agency’s only copywriter to interface with Safeway’s internal copy team. As their supporting writer, I both concepted independently and worked collaboratively to develop messaging for newspaper ads (Washington Post, San Francisco Chronicle, Oregonian), magazine ads (Better Homes and Gardens, Sunset, Everyday with Rachael Ray, Martha Stewart Living), safeway.com, a wide range of in-store signage, and emails. My favorite project for this client? Concepting and writing the content for a children’s lunchbox, of course.
In 2014 Alaska Airlines and Safeway formed a promotional partnership for grocery stores located in Alaska and the Pacific Northwest. Collateral included brochures, websites, in-store signage, newspaper inserts, employee badges, and more.
Priority Pet is Safeway's generic brand of high-quality dog and cat food. With the addition of new natural and grain-free pet foods, the line was rebranded to target health-conscious customers with a campaign that spanned digital advertisements, safeway.com landing pages, and direct mailers.
Grocery Outlet came to PureRED with a challenge: revamp their promotional inserts to make them more engaging and eye-catching. Working with my CD, I developed playful, bargain-driven messaging to bring the company's quirky, puppet-plentiful branding to life.
Highfive is a San Francisco startup that provides the hardware and software for insanely simple video conferencing. As a freelance writer, I helped to boost their presence in the tech industry by writing about next-generation video conferencing in nurture emails and video technology in the workplace on their blog
Created by former Safeway CEO Steven Burd, Safeway Health is a healthcare plan that encourages participants to adapt healthier lifestyles. To help market the plan to other companies, Safeway created a landing page to introduce executives and human resource teams to their program.
Kings, a small grocery store chain on the east coast, turned to PureRED to message its one-of-a-kind summer produce program, which boasts a daily offering of fruits and vegetables that go from farm to store in 24 hours or less. I concepted and wrote messaging for a seal and print ad to quickly communicate the program's promise.
The client was so pleased with the results that we were later tasked with branding and messaging the stores' senior discount program.
Partial messaging and creative pitch for Wilton, a cake decorating company whose frostings and sugary confections you’ve probably purchased for your kid’s birthday parties.
Partial messaging and creative pitch for Inspira Studio, a line of sewing and craft furniture from SVP Worldwide, the world’s largest sewing machine manufacturer.
