story pages.
biossance Retinol Night Serum:
The most science-driven launch for the brand as well as their first retinol product.
Mint melt:
This limited edition collection was a dream—both on screen and off. Copy was inspired by mint ice cream and pastel hues.
mouth off lips:
Lip campaign featuring e.l.f.’s bestselling lip offerings. Mouth Off concept was my own and the creative was fiercely bold.
cbd:
First cannabis sativa launch for the brand, the approach was cooler and more elevate, and focused on texture as the products had a higher price point.
e.l.f. x Jkissa:
Landing page for the second collaboration with Jkissa, we focused on many of her mantras that were shared values for e.l.f. as well like animal cruelty and individuality.
jelly pop:
A summer collection combining watermelon goodness with sheer pops of color. I worked on the concept from a development perspective all the way to its physical debut on our site and into retail stores where it has completely blown our expectations away.
holiday ‘18:
Festive lookbook for a holiday campaign accompanied by shoppable products and makeup inspiration for each story.
cruelty-free collab:
To continue iterating e.l.f.’s status as a vegan/cruelty-free, the brand partnered with five influencers to give a share of sales of their favorite product to an animal charity of their choice.
beauty shield:
12 skincare and makeup products that promoted antioxidants and spf to protect skin from environmental damage. We pushed an of-the-moment ingredient story.
america’s #1 primers:
The brand has the largest primer share in the category so we wanted to illustrate the volume of options within the range and educate consumers which one did what and why. We collaborated on the innovation of the products and on a creative solve that made it consumer-facing and digestible.
e.l.f. about us:
Being the copywriter across the brand, part of my work included writing/editing/refreshing brand assets such as descriptions, statements or assets regarding the brand story and identity.
