Biossance
ROLE
Mentored and led a team of 4 copywriters acting as a creative leader to support all functions within the team, managing editorial voice from concept to execution across retention, e-comm, paid media, visual merchandising, OOH, and socials.
I partnered with brand executives and cross-functional partners on high-level brand work—both strategic and tactical—to continue to scale the brand and develop brand ethos as the the owners of ocean conservation and inventors of sugarcane-derived squalane.
Individual SKUs Launched
Copper Peptide Rapid Plumping Serum • Squalane+ Retinol Night Serum • Squalane + Sugar Enzyme Body Scrub
SCOPE OF WORK
Brand Strategy
Campaign Development
360 Launches Naming Packaging Copy VM + Retail Brand Comms PR Sheets
Scriptwriting
Voiceover Talent Mgmt
OOH Advertising Email + SMS Promotional Work Evergreen Elements Seasonal Activations
Copper Peptide Rapid Plumping Serum CTV Video
Sugar + Enzyme Body Scrub Campaign Video
Marine Algae Eye Cream CTV Video
Video Framework & Strategy
Developed and led video copy treatments and storytelling for site, paid, and OOH advertising with brand designers and videographers.
Brainstorming + Conceptualizing. Research. Storyboarding. Editing & Proofing. Narrative Arch. Scriptwriting. Voiceover Talent. CGI Production Studios.
The Sunshine Set
Paid Media- Ingredient Carousel
with Reese Witherspoon
The Sunshine Set marks the first product collaboration and biggest moment with Reese , as well as the brands biggest launch of all time as it was the first global launch with multiple international retailers going live simultaneously. The collection encompasses her 3 essentials for radiant, summer-ready skin.
Concepted and launched xx over Mother’s Day. The concept What Makes You Shine was rooted in her genial, positive aura and what was truly meaningful in her life. I managed concepting, video storyboarding and creating xx, packaging copy through site launch rollout.
Social Tease & Reveal
what makes you shine?
〰️
what makes you shine? 〰️
Sephora Visual Merchandising
“Sunshine is a feeling and a mindset that I try to infuse into everything I do. It’s about lifting others up, finding the joy and laughter in the every day, doing what makes you happy and sharing that with the world.”
-Reese Witherspoon
What Makes You Shine?
Set Naming & Packaging
Site Launch Takeover
Retinol, Reimagined.
Squalane + Retinol Night Serum
Two years in development, this overnight repair serum was the most science and innovation-focused product launch for the brand. I led this product from inception (positioning, naming, packaging, retail) through to concepting the campaign (tagline and storytelling) and finally, the full launch rollout across channels. We worked with CGI and voice over talent for CTV video (above) and developed a narrative spotlighting ingredient research and education.
A revolution in results.
Site Teaser: Desktop & Mobile
Social Teasers
Ingredient & Educational PDP Blocks
Encapsulated retinol + retinal blend with a time-release formula that activates overnight. Proprietary sugarcane-derived squalane for maximum results and minimal irritation.
Launch Story Page
It’s more than just retinol.
Social In-Feed Reveal
Social Posts
Biossance’s first-ever body category launch.
Body, Mind, and Scrub.
Email Launch Flow
Squalane + Enzyme Sugar Body Scrub
Expanding the brands body care category with an in-shower product that exfoliates skin with fruit enzymes and does not include microplastic beads. Along with earth-friendly ingredients, the packaging is fully recyclable and made from 65% ocean plastics.
Alongside the CD, I concepted the key messaging and delivered campaign taglines while leading the copy team team through a 360 launch which included ecomm, crm, social, paid, video and retail.
Launch Story Page
Site PDP
IG Stories Launch
Packaging
Squalane + Vitamin C Rose Moisturizer
The brand expand their portfolio with a competitive moisturizer that complemented their bestselling rose oil. I worked with product marketing on the naming convention and overall packaging copy.
2023 Allure Best of Beauty Awards Winner
2023 Harper Bazaar Skin Awards Winner
Lunar New Year
Limited Edition Squalane + Vitamin C Rose Oil
The bestselling facial oil in covetable limited edition packaging. A yearly launch, I wrote and proofed front and back of pack copy as well as physical component.
Seas The Day Set
A yearly, limited edition collaboration with Oceana to benefit critical marine conservation. A percentage of the proceeds help Oceana continue their policy-driven approach to keeping our oceans healthy, safe, and abundant.
I created the concept for the 2022 set which included naming & packaging copy.
Holiday Sets
Miracle Moisture I Glow Forth & Be Bright I Love, Joy + Bestsellers
