MiniLuxe
ROLE
Copywriter, Brand Strategist, Content Writer
BRIEF
Humanize the scientific and hygienic focused messaging of MiniLuxe while preserving their position as the pioneers of clean beauty.
EXECUTION
I interviewed employees at every level of the company to discover stories about the emotional connections that truly drove the brand. The result was a new way of brand storytelling that focused on “mini moments” of people connecting while still touting their position as industry leaders in hygiene.
LINK: Connected Women Are Good For Business
Website Blog Content
In wishing to make the brand more about “mini moments” of human connection, we set out to interview everyone level of teh business—from nail technician to CEO.
Copywriting and Product Descriptions
After 6 months, the MiniLuxe brand was ready to revamp their entire website—from the Vision Statement to Employee Benefit Package descriptions.
