JULIA REED
Brand Copywriter
JOAH Beauty
Pastel Eyeliner Launch
April 2022
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JOAH Beauty set out to launch a shade extension of their Line UP Felt Tip Liquid Liners, featuring new spring pastel shades. I was responsible for developing the brand campaign and naming the shades to help it gain excitement and sales for our e-commerce site.
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I started by researching consumer trends projected for 2022, and discovered the 60s revival was going to be everywhere. This inspired the campaign concept of "Uncap the Good Vibes with Vibrant Liners." To bring this retro idea to life, I developed copy for the packaging, video scripts, homepage banners, product page, social media, emails and influencer briefs.
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Site revenue increase 91% two weeks after the launch of Pastel Liners. The first email had a 50% open rate, and influencers earned an average 22% ER.
CAMPAIGN CONCEPT
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I put together a concept brief with the research and campaign positioning to sell in the idea to the larger team, and inform the creative execution.
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HERO VIDEOS
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I developed video concepts and copy designed to capture attention through paid social media ads.
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Hero Video
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Lemon Video
Eye-Catching Close Up
Periwinkle Video
Pistachio Video
Emoji Stop Motion
SOCIAL MEDIA
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To gain excitement on the JOAH social pages, we launched with a complete takeover. I crafted copy to appeal to a 20-33 year-old-target.
WEBSITE
To create stopping power on the website, we launched a homepage takeover focusing on the vibrant, retro color and smooth quality.
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EMAIL
Email messaging focused on creating trendy makeup looks and the unique retro 60s campaign to life. Our first email received a 50% open rate.
EMAIL 2
EMAIL 3
PACKAGING
As part of this project I named the shades Periwinkle, Pistachio and Lemon to stay in-line with the playful, positive theme. Additionally I developed secondary packaging with a sunny message. Below is an example of the copy used across all three packages.
Influencers
To maximize our influencer support, I developed communication briefs to help influencer content promote our retro 60s theme and pastel liner benefits with strong hooks. Influencer content had an average ER rate of 22%.
