Vegamour

As Editorial Director, I developed and evolved the overall messaging strategy, brand voice, and tone across all platforms. I managed a team of copywriters and led campaign concepting and execution throughout ecomm, paid, retention, social and retail.

Beyond product launches and everyday business as usual, my efforts included refreshing the onboarding subscription journey for retention, brand discovery and awareness pushes for ecomm, refreshing PDPs and existing franchises, and updating category landing pages across the site.

PRODUCT LAUNCHES:
• UPLIFT Volumizing Collection
• GRO+ Advanced Hair Growth & Density Supplements

SCOPE OF WORK

Campaign Development
Tone of Voice
Storytelling
Product Architecture
Packaging

Editorial Strategy
360 Launches Product Naming
Copy Guidelines
Marketing Collateral

GRO+ Advanced
hair growth & density supplements

For Vegamour’s first supplement launch, I conducted a strategic competitor analysis alongside Product Marketing, developed the company-wide copy bible over 4 months, created launch copy with tagline, wrote PDP copy for both Sephora and Amazon, and finalized headers used at Sephora for all visual merchandising purposes.

A significant launch that features a dual pill system including 3 bioavailable pills that offer a comprehensive nutrient profile to support optimal hair growth and follicle health.

Let’s Grow.

Naming & Packaging Copy

The vegan formula provides a potent blend of botanical DHT blockers and adaptogens, along with your daily dose of essential vitamins and minerals—making it the only supplement you need.

Campaign launch featuring Nara Smith

Launch Takeover: Campaign Tagline & Copy Framework

Social Organic + Paid

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A post shared by VEGAMOUR (@vegamour)

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A post shared by VEGAMOUR (@vegamour)

Supplement Packaging and Refill Kit

UPLIFT.

A weightless volumizing trio that instantly lifts, nourishes and smooths fine, flat or thinning hair while shielding hair from frizz and humidity.

Visual Merchandising Sephora Fixture with Signage

A volumizing collection for fine, thinning strands—meant to lift and smooth, without any residue. This collection launched during spring and the visuals coincided with the brand ethos of growth/blooming/nature and ultimately the results-driven products with clean ingredients.

I launched UPLIFT across multi-channel, managing the rollout for ecomm, paid, social, CRM and packaging. Additionally I oversaw Sephora launch fixtures and wrote Amazon a+ content for PDP pages.

Site Launch & Overall Rollout

Paid Media

PDP Blocks

Packaging

Launch Email Flow

GRO Biotin Gummies
Amazon a+ content

A major push for the brand was refreshing retailer assets for legacy products, which included these bestselling gummies. I worked with the creative team to refresh imagery and copy across all PDPs: Site, Amazon and Sephora.

The goal was to create consistency across channels and have a fresher, more elevated look and feel.