Sol de Janeiro
Working with a new brand that’s just finding its way with brand voice and storytelling is always a thrill and a challenge. Sol de Janeiro is a Brazilian beauty brand offering a compelling approach to beauty based on Brazil’s astounding diversity as well as a deep appreciation for taking care of our bodies, head to toe. Conceptions around beauty are varied, welcoming and charged with emotion and positivity.
I helped to bring this world to life along with the brand’s cult products via one compelling message – Body Joy. An entry point for layered and impactful storytelling across all touchpoints, Body Joy immediately became a brand pillar but more importantly, it became a brand mission that resonated with a growing audience and engaged consumers like never before. Sol de Janeiro is now one of the fastest-growing brands in the beauty arena, garnering awards, industry accolades and also coveted across many markets. As a full-fledged global brand with distribution all around the world, Sol de Janeiro has become a leader in the conversation around loving ourselves – all with a fresh Brazilian spin.
Shiseido
My collaboration with this storied and artistry-based brand from Japan called for a deep dive in the brand’s heritage as well as a thoughtful exploration of Japanese culture, art, language and aesthetics. My work helped to support the relaunch of Shiseido’s color cosmetics collection which would bring to market unique, light-as-air formulas and innovations in both color and transparency. Ideation helped to shape tone and presentation for this new collection with consideration for an international market. Product naming and positioning were at the core of this work.
Stila
Stila first came on the scene in the 90s and immediately became a makeup darling on and off the runway. Founded by a celebrity makeup artist and beloved for its multi-tasking products, Stila became a go-to brand that also championed creativity in beauty – without attitude. Over the years the makeup arena expanded and product choices proliferated until Stila faced a common and inevitable need: a brand refresh that would put them back on the radar.
My partnership with the brand called for a deep dive of their DNA to create a fresh spin that would honor the brand’s colorful history and accessible artistry. A strategic retelling of their story accomplished just that, while spotlighting Stila’s cult fave eye liners and the launch of some buzzy new products. This brand restage called for a new tagline and messaging to spin a new tale that would invite consumers to discover – or rediscover – the brand.
Avon/Mark
Mark was at one time Avon’s cool little sister brand. As its own separate experience from the traditional brand, Mark debuted as a high-energy, on-trend lifestyle brand to reach a new audience with beauty and fashion that felt fresh and modern. I joined the brand as the lead writer and as a key player in establishing brand identity via a distinctive voice, tone and language.
Cheeky product names and playful, conversational language were some of the elements that would shape the brand’s personality and its invitation to experiment, explore and have fun with beauty. Mark was also one of the first brands to give voice to topics like sustainability and fair trade, bringing a new thoughtfulness around ingredients and product origins. The brand was ahead of its time and I was thrilled to be at the forefront of that communication.