

I spent ten years as Senior Copywriter for this beauty retail giant. I was the solo writer launching an early version of the retail website, concepting, and creating brand guidelines and tone of voice and created thousands of emails, homepages and blogs, I was also the lead writer for the launch of NDULGE, the successful loyalty programme. In this role I generated ideas, input into the wider team, and edited and managed freelancer copy. I was part of the team to launch Inside Space, the shoppable editorial space on the website, creating relevant content and longer form articles to both build brand and (always) sell product.
Across print I worked on catalogues, magazines, and advertorials. From brief to launch I created brand look and feel for several own brand product ranges including Beautannia and Sai-Sei. I worked closely with EVE LOM writing and proofing emails, homepages and on pack copy. For store I created monthly window campaigns and in store signage designed to carry stories throughout the store and support hundreds of new and old products.
For every brand launch (and there were hundreds), I attended training sessions and I have a deep and lasting knowledge of beauty across skincare, makeup, haircare, tanning, sunscreen and bath and body.
Explore a featured selection of some of my digital work for Space NK.
A selection of print work for Space NK