Paula’s Choice
SkinCare

Senior Copywriter & Script Writer: Ayla Lujan
Art Direction: Kailey Strachan
Photography: Vickie Miao
Videography: Michael Colasardo

 

This long-standing heritage brand was struggling to find their voice in a saturated market full of fluff, fads and flat-out BS. That’s where I came in. I gave all consumer-facing touchpoints some much-needed TLC to better connect with new customers and re-engage the die-hard fans.

The strategy was clear: keep it simple, rely on the research and let the products do the talking.

I was at the helm of all communications, starting from the editorial styleguide down. I helped craft 360 customer journeys for all marketing campaigns in North America and Europe and laid the groundwork for this powerful indie brand to get snatched up by industry giant, Unilever, within three years.

  • NORTH AMERICAN WEBSITES & EMAIL COPY

  • YOUTUBE & CONNECTED TV CAMPAIGNS

  • SEPHORA, NORDSTROM, AMAZON & DERMSTORE

  • FACEBOOK, INSTAGRAM, PINTEREST & GOOGLE ADS

  • CATALOG, INFLUENCER SHIPPERS & NEWSPAPER ADS

  • SEARCH ENGINE OPTIMIZATION & PRODUCT NAMING

ViDEO

 
 
 
 
 
 
 
 
 
Next

Campaigns