Portfolio & Case Studies
360 brand purpose campaign: elevating the professional skin care industry
Challenge
The professional skin care industry is often undervalued, despite its role in providing skills, careers, and community connection.
Solution
Created a 360° campaign centered on a cosmetology program inside a women’s prison to showcase how this industry training can transform lives. Channels included social media (paid + organic), web content, email marketing, and PR.
Impact
Outperformed benchmarks across social + email
Earned national press coverage (Fortune, PopSugar, BeautyMatter)
Elevated awareness of skin care as a force for economic + social empowerment
360 sustainability campaign: tackling the beauty industry’s pump problem
Challenge
The beauty industry has a pump problem: millions of plastic pumps are produced every year, yet most cannot be recycled with the rest of the bottle.
Solution
To spotlight our brand’s leadership, I developed a 360° campaign around our best-selling cleansers, the first in the category to feature a mono-material recyclable pump. Channels included social media (paid + organic), website content, email marketing, press outreach, and creator content.
Impact
Elevated brand awareness while educating consumers on packaging sustainability
Earned global packaging awards and media coverage in Fast Company and Digiday
Advanced industry conversation around sustainable packaging solutions
Copy & content writing
Shaped Dermalogica’s brand voice and spearheaded sustainability storytelling, translating the brand’s environmental commitments into clear, meaningful narratives.
Translate LATHER’s brand’s mission of clean, synthetic-fragrance-free wellness and hospitality products into click-worthy email, web, SMS, and blog content.
This project highlights the personal narratives of two skin therapists who faced the possibility of losing their businesses during the pandemic. Through their resilience, they not only overcame challenges but also provided valuable insights for other small business owners in the beauty industry.
To bring these stories to life, I identified compelling subjects, hired and directed a video production team, and developed storylines that authentically captured their journeys. The result was a powerful project that inspired our other industry partners and deeply connected with consumers.
