spring 2020 beauty
Spring 2020 is all about amazing skin amplified by pure artistry on the eyes. Key stories focused on skincare—the serums, moisturizers & treatments to use for healthy, glowing skin. Clinical skincare continues to be a key message along with beauty tools like the facial roller for the ultimate self-care moment. Next up, a multicolor blend on the eyelids creates the show-stopping moment this season. Additionally, we told brow & lash and hair care product stories. Due to the COVID-19 pandemic, this campaign was interrupted online & in stores.
Role: Copywriter. Established creative copy direction for digital, in-store & print creative.
fall 2019 beauty
Role: Established creative copy direction for print, digital & in-store creative.
spring 2019 beauty
Spring 2019 is all about standout beauty. Messaging during our spring beauty campaign focused on our favorite pastel shades amplified with metallics & shimmering earth tones. In addition to the shade extension newness in foundations, we also told skin care stories focused on clinically tested formulas & plant-based ingredients.
Role: Established creative copy direction for print, digital & in-store creative.
Spring 2019 - macy’s scent event
Messaging during our Spring 2019 Scent Event campaign focused on fragrance education, how to wear it tips as well as newness.
Role: Established creative copy direction for print, digital & in-store creative.
fall 2018 beauty
In Fall 2018, Macy’s celebrated how fashion & beauty come together to lift & empower you. Editorial stories focused on new color collections, two It List trend looks—Starry Eyed & Power Gaze—the shade extension story in foundations as well as highlighting newness from brands like Sunday Riley, Mario Badescu & Murad.
Role: Established creative copy direction for print, digital & in-store creative.
