Bloomingdale's: Beauty ads

In addition to writing Beauty Benefits, I created cosmetics ads for Bloomingdale's. Here are two examples of very conversational ads I wrote for Estée Lauder and Lancôme skincare product launches.

Bloomingdale's: Beauty Benefits Fall 2013

I was hired by Bloomingdale's to write their Fall 2013 Beauty Benefits catalog. The bi-annual book (and their biggest beauty event of the season) is supported by national advertising, free gifts and in-store happenings. I was challenged to create an editorial direction that would be established on the cover and run throughout the book. Since the cover featured a transformation, I came up with the handle "Change Is Beautiful" and supported this idea of metamorphosis with copy that spoke to expressing individuality. Here are a few examples of the copy I wrote for the book—which includes creative and product copy. Oh and the last sample is the New York Post ad I wrote for the event. Drop me an email if you'd like to see more!

Victoria's Secret: Pinterest

At Victoria's Secret, I co-managed the voice of the brand's Pinterest board with a fellow copywriter. We teamed with the digital, PR and beauty teams to create compelling content which included aspirational imagery and copy. Here are a few examples of content I created for our Beauty Edit, Make A Splash (swim) and Sexy Little Bride boards. For the Beauty Edit board, I helped name the board and wrote the subhead. To bring the beauty team's Haute Pink concept to fruition, I pulled imagery, wrote captions for pins and worked with a digital designer to bring my original copy to life on custom pins, which we found to resonate well with the VS customer. For the Dolce Vita themed swim board, which was based on a Swim 2013 catalog, I found images, wrote captions and created language for custom pins. Last but not least, we were asked to refresh the Sexy Little Bride board with a fresh copy concept and new imagery. So I created the Sexy Little Bride tips, which consist of a straight forward tip followed by sexy twist in parenthesis, and helped pull together and caption images.

Victoria's Secret: What's New digital story

I was asked to turn a catalog section that I wrote for a Victoria's Secret High Summer 2013 catalog into a compelling digital story for the What's New section of the website. To do so, I worked with the digital team to translate the "Looks We Love" concept into a 10-page slide show that consisted of 9 shoppable looks. Here are a few examples of the I copy I created for this content-meets-commerce piece.

Victoria's Secret: Spring 2013 Catalog

Here are two sections from the first Victoria's Secret Spring 2013 catalog, which I wrote. The first section serves as the clothing opener for the book and includes styling notes on how to put looks together. The second is dressing up story for which I created a starlet-inspired editorial theme. I wrote all of the creative copy for both including headlines, subheads and style notes.

The Slevinese Kitchen

So I've been doing a little blogging about my food & cocktails obsessions just for fun. Want to see what I've been sippin' and chompin' recently? Check out my personal blog, The Slevinese Kitchen, here:

http://theslevinesekitchen.blogspot.com/

Wayfair event invitation

Lippe Taylor was hosting a Wayfair.com event and I was asked to create a save the date and invitation. To creatively convey that Wayfair.com sells a huge range of home goods, I came up with the intro lines "From coffee tables to coffee cups, bathtubs to hot tubs..." and "From mirrors to mattresses, rugs to rocking chairs..." Here is the final save the date and invitation.

Trendvision newsletter

At Lippe Taylor I was responsible for creating a weekly digital newsletter called Trendvision. Topics ranged from fashion to food, public relations to marketing. Here are a few samples of my Trendvision newsletter.

Moroccanoil body website

Moroccanoil body is a client of Lippe Taylor, a pr firm whom I worked for that specializes in marketing to women. The client requested that their landing, product copy and spa pages be refreshed. Here are some samples of the web pages I edited for Moroccanoil body.

Tropic of Color Catalog Spring 2012

Here is the last beauty catalog I wrote for Saks Fifth Avenue for Spring 2012. I worked with the Art Director to create a tropical theme and wrote all edit and product copy to be consistent with this concept.