SERVICES
From Blank Page to Big Idea.
Sometimes you know exactly what you need written. Sometimes you need help working out what to say in the first place.
I work with beauty, skincare and wellness brands on both, combining strategic thinking with senior copywriting to shape the story, build the idea and bring it to life wherever your customer meets your brand.
STRATEGY | CAMPAIGNS | COPY
HOW I CAN HELP
Start With What You Need.
A fully formed brief isn’t required. Bring me the challenge, the launch, the half-formed idea or the copy that simply isn’t working and we can work out what it needs from there.
01 — BRAND & MESSAGING STRATEGY
When You Know There’s Something Good In There - But The Story Isn’t Clear Yet.
Maybe the product is brilliant but difficult to explain. Maybe your positioning has become muddled as the brand has grown. Or maybe everyone on the team describes what you do slightly differently.
I help beauty and wellness brands get clear on what they want to say, why it matters and how to say it distinctively, creating the strategic foundations that make everything you write afterwards stronger.
I CAN HELP YOU WITH
Brand & product positioning
Value propositions
Messaging frameworks
& hierarchies
Tone of voice
Naming & verbal identity
Claims & science storytelling
Brand narratives
Creative messaging direction
WHAT THAT MIGHT LOOK LIKE
o1
A new product needs positioning.
We find the strongest consumer story and build the messaging architecture around it.
Your brand voice has become inconsistent.
We define how the brand should sound and turn it into a practical system your team can actually use.
o2
You have something complex to communicate.
We identify what matters most, simplify without dumbing down and create a story consumers can understand and care about.
o3
NEED HELP FINDING THE STORY?
02 — CAMPAIGNS & LAUNCHES
Turn The Strategy Into Something People Notice.
A strong launch needs more than a collection of assets. It needs one clear idea that gives every channel, market and customer touchpoint something to rally around.
I help beauty and wellness brands turn propositions, products and commercial moments into compelling creative platforms: finding the big idea, building the messaging around it and carrying it through from launch concept to final execution.
I CAN HELP YOU WITH
Campaign concepts & creative platforms
Product launch strategy & messaging
Campaign messaging frameworks
Headlines, hooks & campaign copy
Global campaign toolkits
Multi-channel creative rollout
Product & science storytelling
Creative concept development
WHAT THAT MIGHT LOOK LIKE
o1
You’re launching something new.
We turn the product proposition into a compelling launch story and creative platform built to work across the customer journey.
You have the strategy, but not the idea.
I translate the strategic brief into a distinctive creative concept, messaging system and campaign language.
o2
The big idea needs to work everywhere.
I build the copy framework and toolkit that keeps the campaign coherent across channels, teams and markets.
o3
GOT SOMETHING TO LAUNCH?
03 — COPY & CONTENT
You Know What You Want To Say. Let’s Make Every Word Work Harder.
Sometimes the strategy is already there. The positioning is clear, the brief is solid and you simply need an experienced beauty copywriter who can pick it up and run with it.
I create sharp, brand-right copy across the customer journey, combining category expertise, commercial thinking and a decade of writing experience to make sure every word earns its place.
I CAN HELP YOU WITH
Website & ecommerce copy
Product descriptions & PDPs
CRM & email
Paid advertising
Organic social
Editorial & long-form content
Retail & point of sale
Scripts & video copy
WHAT THAT MIGHT LOOK LIKE
o1
Your website needs a rewrite.
I turn your existing strategy and brand story into clear, distinctive copy designed around how customers actually shop and navigate.
You need ongoing creative support.
I plug into your team to deliver consistently strong, on-brand copy across campaigns, CRM, digital, social and everything in between.
o2
The brief is ready to go.
You hand me the strategy and I take it from there, quickly getting under the skin of your brand and turning the brief into polished, commercially minded copy.
o3
READY TO GET THE WORDS WORKING HARDER?
WAYS TO WORK TOGETHER
Built Around The Work.
Not A Package.
No two briefs look quite the same, so I don’t force them into one-size-fits-all packages. We’ll shape the scope around what you actually need depending on whether that’s one focused piece of work, a major launch or senior creative support that sticks around.
PROJECT
One Clear Brief. One Defined Scope
For focused pieces of strategic or creative work with a clear objective, scope and delivery window.
IDEAL FOR:
Messaging projects, tone of voice, website copy, brand narratives or copy projects.
LAUNCH
From First Thought To Go-Live.
For products and campaigns that need strategic thinking, creative development and execution working together from the start.
IDEAL FOR:
Product launches, campaigns, rebrands, new propositions or global toolkits.
ONGOING SUPPORT
Support Without The Headcount.
For in-house teams and agencies that need an experienced beauty creative they can call on consistently.
IDEAL FOR:
Monthly retainers, capacity support, overflow copy, creative partnerships, agencies
Not sure where your brief fits?
That’s completely fine. Tell me what you’re trying to achieve and I’ll recommend the most sensible way to scope it.
WHY THE BEAUTY COPYWRITER
Beauty Expertise.
Business Thinking.
Great beauty copy has to do more than sound good. It needs to understand the category, the customer and the commercial job it’s there to do.
With 10+ years spanning agency, in-house and freelance roles, I bring senior-level thinking without the layers: combining deep beauty expertise with the strategic and creative experience to get quickly to what matters.
10+
YEARS
GLOBAL
EXPERIENCE
STRATEGY + EXECUTION
AGENCY . IN-HOUSE . FREELANCE
One person from first thought through to final copy
Experience from every side of the brief
Dedicated beauty, skincare, wellness & lifestyle experience
Campaigns, launches and messaging built across markets
