MAKE UP
FOR EVER
POSITIONING
BRAND VOICE
SOCIAL CONTENT
DIGITAL
PRINT
A groundbreaking brand that had once dominated its category was now faced with competition from smaller, indie lines.
As the sole copywriter for the Americas, I contributed to clarification of the brand’s tenets and positioning in the new marketing landscape. We created a new campaign in which its hero product would be pushed front and center, with reinvigorated language and visuals.
The brand’s newly decisive identity was integrated into all email, social media and Sephora content as well the naming of new products and campaigns. Tutorial scripts written to emphasize the artistry of the brand reinforced its positioning as an pro-level authority with creative products accessible to all.
The ICON that changed the face of foundation. 100% Flawless. 0% Noticeable. With 40 shades to choose from, find your natural finish of Ultra HD Liquid Foundation by MAKE UP FOR EVER. Ultra HD Liquid Foundation creates a naturally flawless complexion that's completely invisible for medium to buildable coverage.
Introducing NEW Artist Face Color - completely CUSTOMIZABLE palettes with 34 highlight, sculpt, and blush shades. Available in mono ($25), duo ($35), and trio ($45) palettes. Make it yours at Sephora.
Hypnotized by all the pretty? Our #MAKEUPFOREVER #artistfacecolor is here to help you create a custom palette that is pure perfection.
Class is back in session! Take notes this week: we're sharing our back-to-school beauty tips & tricks to help you get perfect (beauty) marks all semester long.
