JULIA REED
Brand Copywriter
JOAH Beauty
Heal Me CICA Launch
January 2022
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When your skin gets stressed, so do you. JOAH Beauty's latest collection is infused with skincare powerhouse, centella asiatica, to calm redness and irritation, so you can hit the reset button on your skin.
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In order to incentivize consumers to try this new collection, I developed the "Hit Refresh on Stressed Skin" campaign messaging to show consumers their skin can have a fresh start. All packaging, emails, social media and website copy relate back to this calming idea of "reset" and balance.
HERO VIDEO ADS
I developed six scripts for each product of the collection, as well as two hero videos to excite consumers across Instagram, Facebook, Tik Tok & Youtube. The scripts are designed to give Gen Z- Young Millennial consumers a calming feel, while still giving the brand an effortless and playful personality.
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Hero Video
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Cleanser Video
Spot Patch Video
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Primer Video
Toner Pad Video
Collection Video
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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 collection's power to reboot skin and the credibility of the centella asiatica plant. Additionally, product pages were created with educational information about the skincare ingredient benefits.
EMAIL
Email messaging focuses on direct benefits and before & afters, while still bringing in the brand personality, to entice consumers to click through.
EMAIL 2
PRODUCT PACKAGING
The collection is sold at both retail and e-commerce, so it is important copy on the packaging not only is educational, but stands out from the competition by using enticing descriptors and showcasing the brand personality.
