Case Studies
Aromatherapy Associates
TONE OF VOICE + WEB COPY REWRITE
Heritage British body and wellness brand Aromatherapy Associates wanted to refresh their brand tone of voice and web copy. We worked closely with their marketing team to ensure all brand principles were adhered to, while communicating the functional benefits of their luxury essential oil blends and products to a new, wellness-driven audience.
Objectives:
Create a tone of voice to educate a new generation of customers on what Aromatherapy Associates stands for
Present the world of aromatherapy in concise, aspirational language that would appeal to the luxury market
Use modern and engaging copy to clearly communicate the product benefits and how aromatherapy works
Outcomes:
A tone of voice document, considered the blueprint for the brand’s marketing and social teams
A re-write of all web copy to reflect the new brand language, with refreshed product descriptions across 200 SKUS
MONPURE London
#ItsNotJustHair Campaign
CAMPAIGN DESIGN
Newly-launched British haircare brand MONPURE London wanted a launch campaign that would really touch people's hearts and make an impact. I came up with the idea for "It's Not Just Hair" after noticing how female hair loss was so common yet rarely spoken of. For the campaign, we worked with five social media campaigners to share their hair loss stories for the feature film #ItsNotJustHair.
Objectives:
Create a campaign that established MONPURE as a bold new brand
Focus on diversity in haircare and tap into the emotional relationship we have with our hair
Tell a strong story that will have a lot of media traction and resonate with consumers
Outcomes:
The campaign got picked up by The Wall Street Journal, The Telegraph and Shape Magazine as well as London daily newspaper The Metro
#ItsNotJustHair caught the attention of British supermodel Jade Parfitt, who became a brand ambassador and spoke to Stella Magazine about her own journey with hair loss
The videos got a combined 1m views across all platforms
IN-HOUSE MAGAZINE + FULL LAUNCH ROLL-OUT
Cult Beauty
We pitched and created a magazine 'Intelligent Beauty' for online retailer Cult Beauty, a one-off publication to commemorate the company's 10th anniversary. We created a content plan and worked with the in-house designers and content team to produce a trend report, interviews and features as well as liaising with advertisers.
Objectives:
Drive sales of new and existing lines
Reinforce Cult Beauty's authority as an expert beauty curator
Educate customers and brands (especially those who are new) on the history of the site and its ethos on its 10th anniversary.
Outcomes:
140,000 copies were printed with each one sent to Cult Beauty customers in with their orders
Highly positive response from Cult Beauty staff and customers
The brand experienced an average sales increase of 139% that year resulting in total sales of £89.6m in 2019 and were ranked at #13 in The Sunday Times’ list of Fastest Growing Private Companies that same year
The brand has since been acquired by The Hut Group for £2.75m
